Keywords in the Age of LSI – Act Natural

When processing queries, search engines like Google don’t just look for documents containing the specific query typed in. They look for pages that are relevant. Once, that might have meant pulling up websites that contained a large number of the exact phrase used in the search. But now, with all the commercial websites vying to be top of the list for certain search terms, Google has to sort through these sites to determine who really deserves to be on top-and who doesn’t.

Latent Semantic Indexing is the process by which Google sorts sites not based on the frequency of a certain term, but on the frequency of a cloud of terms and phrases that are Copywriting Service Essex linked together. Your web copy, while it should include your keyword, should never focus entirely on that single word or phrase. If it does, the algorithm will pinpoint it as being “over-optimized.” This could result in bad rankings or even penalties. But that doesn’t mean you shouldn’t use keywords in your copy and site. Here are some ways to do it without looking overdone.

Don’t overstuff.

There is no optimal keyword density percentage for good rankings. If your copy is too keyword-dense, the engines will know it’s overstuffed. So go easy on the keywords. A good rule of thumb: read the copy aloud. If any of the keywords stand out, sound stilted, or are noticeable in any way, they probably shouldn’t be there.

Don’t worry about placement.

Some people worry about the placement of keywords in their body copy. They might think they have to have one keyword in the first paragraph, three in the second, and two in the third-every time. But there are no requirements for placement of keywords in your body. Placing them where they sound natural will serve you better than trying to figure out where to place them paragraph-by-paragraph.

Mix it up.

Say you own a site on baby furniture, and you want to optimize a page for “light wood crib set.” If you repeat that phrase throughout the copy and don’t use similar phrases, you’ll make your copy sound stilted-and search engines will know what you’re doing. Instead, mix that phrase with related phrases the way you would if you were simply writing a traditional article on the topic. Break it up so that phrase isn’t always together. Mix up your anchor text, too-search engines also look at your site’s link profile. If your links are too heavy on a certain phrase, you may not rank well.

Use keywords in titles and headings.

Use your primary keyword in your title, and a different related keyword in your subtitles-where they sound natural. Don’t worry too much about keywords in your body copy. Just write, and you will undoubtedly start to use phrases that are associated with your topic.

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