The SEO Tips category on the SEO Design Solutions blog is gaining momentum as a definitive ‘quick and to-the-point’ tactical overview of search engine optimization and SEO techniques. Although this post isn’t as short as it was intended to be, the context still touches on multiple metrics that are important to real world and present-day SEO tactics. We know what worked before, but what about moving forward? Since search engines and relevance change, you’ll need a new approach to SEO…
In Order to Be Effective, SEO Must Evolve
To stay relevant, SEO must evolve. Sometimes I want to call webmasters and say, “Hey, 1995 called, they want their keyword stuffing technique back!” But professionalism prevails as their blatant attempt to inflate keyword relevance fall flat with current algorithms.
Similarly, in the past, the only thing businessmen cared about was obsessing over their trophy keywords and exotic keyword rankings.
Now we know that targeting obvious keywords are only one aspect of SEO and that we need tiered SEO strategies, such as visually appealing landing pages; A/B split testing; conversion optimization; and targeting long-tail keywords in order to survive the onslaught from savvy competitors.
Devour the Market:
Focus on market share by encompassing on various nodes of relevance from keywords containing similar or overlapping contextual meaning. For example, modern is synonymous with contemporary, lucrative with wealthy, and tips is synonymous with learning or coaching.
Topical theming is important, but also encroaching on multiple related keyword variations and integrating them all into an authority site umbrella scores a higher degree of relevance than just micro theming a site from using the same “broken record” words and key phrases.
Without deep links, you’re just another lopsided, top-heavy homepage with a facade of the “catch-all” SEO tactic from yesteryear. While many overlook the importance of deep linking, it gives each page in your Web site a chance to shine as its own unique keyword contribution to your online repertoire of relevance.
Managing deep link percentages involves getting links to specific pages with specific themed keywords to aid the target page in ranking for the range of keywords used. Deep linking implies not linking to your homepage from other sites, but rather to the page on your site with the most relevance.
By acquiring five or more deep links to a page, you can essentially break the page away from the parent theme and allow it to rank on its own content and internal link/relationships with other pages in the site. It also promotes that page as the new champion for its designated keywords.
Think of landing pages like miniature storefronts capable of capturing a less competitive collective array of keywords that sum up to a sizeable chunk of online intent. A top 3 ranking is a top 3, regardless if the keyword gets twenty visits a day or 200.
The key is to individually target keywords within your reach, so that the competitive keywords are nothing more than adding a simple blog post. A new landing page and the ranking will erupt like a volcano when you create a new page from all of the internal buoyancy created by the dynamo of your domain authority.
Deep linking is the quickest way to facilitate this process. If you make each page stronger and stronger, then the whole of the site will be strengthened.
The Value of Keyword Stemming:
We know that not all people think or search alike; therefore, promoting the process of keyword stemming can generate hordes of unexpected traffic from increasing the context, content and links to a target page.
For instance, the word price, cost, rate and fee are all semantically relevant. So you could make one page rank for any combination of these keywords if you tactfully weave them into your titles, internal or external links, meta descriptions, H1 tag and contextual content.
Why settle for one variation when, more often than naught, you have already crossed the tipping point and, with a little more effort, you can devour the market or series of keywords whole.
Steering the Theme:
If you have footer links that are all the same and titles across multiple pages with the same keyword (but the copy does not include content on those keywords), then your Web site could suffer from theme diffusion.
Each keyword has a threshold and finding that within your own Web site, compared to your competition, is mandatory in order to recapture the ‘degree of relevance score’ that is required to topple the SERP’s in your favor.
Do you know what happens when you target the same keywords over and over again across multiple pages in your Web site? You can incur a ranking penalty for overdoing it, which is called keyword cannibalization. To avoid this, make sure that the page in question only references elements in the title and try to avoid templates that have 90% similarities. This is common for ecommerce sites, the solution is to create as much distinction as possible by adding relevant unique content to stave off duplicity.
Understanding the ebb and flow of link cycles can impact your SERP (Search Engine Result Page) position. For example, note how some sites rise quickly then fall flat versus how others are time released and get stronger over time as they gain trust. You have to know which type of links to use at the right time to produce sustained search engine rankings while cultivating content and internal links over time.
The most effective technique for improving ranking involves improving crawl frequency. This happens naturally as a result of blogging and publishing “unique” content that is not previously found on the web. If your Web site suffers from slower crawl rates, consider SEO copywriting to sculpt the needed on page factors and strengthen internal links.
The Link Velocity Sine Wave:
Just like a sine wave, links oscillate, rise, fall, ebb and flow based on their own distinct cycles. Understanding that a link nested deep in a site with a low crawl frequency will take longer to get indexed, pass the litmus test and pass link flow vs. a link from a homepage. Understanding this will help you implement the various cycles of links and link flow effectively.
Blogs peak quickly then wane after a few days or few weeks, depending on the Web site and the authority it has garnered. Similarly, static pages hit the ground strong and then get stronger over time.
Internal links take time to percolate, typically 40-90 days until they sprout their own page ranking from link citation or receive enough link flow from other areas in the Web site to tie them into a global metric. This gauges the saturation of links, content or relevance based on keyword and topical co-occurrence.
So, you need to align the right type of pages with the right type of links to produce optimal results (for each page in your site).
Trust Rank and Authority:
The longer a Web site is online and (a) contributes to the space (b) gets lots of traffic and (c) serves as a destination for hungry seekers (i.e. news, entertainment or knowledge) the more authority it acquires.
Each Web site has a relevance threshold that is re-adjusted every time a new page is added, which adds another layer to the site’s relevance score for the given range of keywords. This is a moving target, but it evolves over time so that by mere mention of a keyword or topic, a top 10 ranking is produced nearly instantaneously.
The Ultimate SEO Objective:
The ultimate objective of SEO is to cultivate domain authority so that keywords with millions of competing pages can be consumed and acquired without backlinks or effort as a result of the website’s online presence. The new approach requires fine-tuning all things considered from templates, title tags, internal links and off page peer review to create a holistic theme capable of contending across competitive keyword caps.
When in doubt, refer to wikipedia and their stance of relevant titles, h1 tag consistency and allinurl relevance for the keyword in question. Combined with stellar content, deep links from other sites and internal links that rival inbound links, anything is possible with a unified approach.