in SEO by Jeffrey_Smith

What is the best SEO method to target new keywords for new rankings? Is it better to try and make one page rank for multiple keywords or is a unique page in order for each keyword variation? In this instance we are using the keywords Web Site Marketing and Website Marketing as an example.

Overcoming Your Competitition by Optimizing Multiple Keywords

SEO Tips for Optimizing Multiple Keywords

Also, what metrics are most important to promote page authority and keyword stemming? Read further to discover potential solutions and specific answers to questions postulated above.

First question: What is the best SEO method to target new keywords? – Naturally, this depends on the keywords and the circumstances but a tiered approach can work well for various reasons.

  1. It is easier to target unique anchor text / links to two different pages.
  2. You can cross link them so they can use the momentum of the buddy system.
  3. Creating more pages mean more page rank and more ranking factor you can harness.
  4. More pages also mean you can spread the link diversity around a bit more when implementing off page SEO / link building.
  5. In addition, using more than one page to optimize multiple variations of keyword clusters can always be ideal candidates for consolidation by redirects after proper cultivation.

Why Target More than One Keyword Variation? – Search engines pay particular attention of spelling and word derived from similar context. However, just because you Rank for one spelling or variation does not means you naturally rank for the plural or other variations.

Each keyword variation must be cultivated individually to cross the tipping point / relevance threshold from the standpoint of on page and off page SEO. This requires enough on page references (adding pages), time for those changes to get indexed and affect the global term weights of inverse document frequency and enough link flow to create prominence for those keywords in the sites hierarchy.

Individual rankings are produced independent and asynchronous to each other. I simply used the example of a common spelling of web site marketing and website marketing to illustrate this point.

Semantic clusters are clusters are like polynyms (words that represent similar concepts) and lend themselves easily to the process of optimization. After a page has established enough authority, you can shift what that page ranks for and start to rank for a broader spectrum of related keywords.

This method works better than the one off cookie cutter approach, whereby one simple targets one keyword with one page and attempts to persuade search engines to rank that page or that keyword and overcome competitors with a bleak mention and using purely off page factors such as links.

If you want to rank for a specific keyword, then look for instances and semantic variations of the keyword and key phrase surrounded by modifiers and long-tail context to provide additional nodes of relevance for search engines.

For example web page marketing, affordable website marketing, website marketing services, web marketing techniques, etc. could all be used to provide landing pages, articles or context to support the main keyword “website marketing”. It is better to target a series of related keywords and build context, that just target one keyword alone.

The SEO Tactic

What matters most is:

  • That a page is created with intent
  • That enough content is nested within the site to support a top 10 result
  • That enough time has transpired to facilitate page strength and domain authority
  • That enough internal links are augmenting the page to sculpt how it ranks

As mentioned briefly above, if I use the keyword web site marketing and website marketing in the title as an experiment. We know through extensive keyword research that these keywords are synonymous with online marketing, internet marketing, search engine optimization and search engine marketing, making them likely candidates for attracting an overlapping audience or searchers that would use any of those phrases to locate a company for services.

This makes these keywords appealing targets to determine how quickly we could gain traction for a series of related phrases.

First, we send out the scout, this page. To determine what the competitiveness is for the keywords. Based on how this page fares for the given term, we will then track and chart its progress over time to determine (a) the barrier to entry (b) the amount of on page augmentation needed and (c) the launch cycle sine wave or relevance and (d) the off page factors that contributed to the ranking.

If all return favorable results, then we can test the waters and start using a themed approach by (1) creating a segment of the site just for these keywords (like a category called website marketing) then (2) integrate the more competitive keywords into naming conventions, page names, internal links and landing pages, then (3) allow the pages to age and simmer together by adding deep links and off page augmentation.

Instead of forcing each one of these metrics into play, you could customize your CMS (content management system) easily with a plugin such as SEO Ultimate for WordPress, change the permalinks (title and h1 tag)  and silo the site architecture in a matter of minutes.

Then by using areas in the template, links from related pages, rss feed syndication to build backlinks, internal links from keyword-rich anchor text or alt attributes to choose a champion page and its successors as well as creating an internal irrigation system such as a specific sitemap, index or method for internally linking related keywords and key phrases would be the method of choice for a new keyword conquest and devouring new previously uncharted keywords for an existing website. 

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About Jeffrey_Smith

In 2006, Jeffrey Smith founded SEO Design Solutions (An SEO Provider who now develops SEO Software for WordPress).

Jeffrey has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and marketing strategies to increase rankings, revenue and reach.

7 thoughts on “Web Site Marketing or Website Marketing – Optimizing Multiple Keywords
  1. Dude, this is a great article. You kick my butt with these highly informative pieces of info. You may want to hire me someday if you keep giving out such good info. It works. Trust me! And Thanks….

  2. Steve Fox says:

    I was hoping you would have gone into a bit more depth.

  3. I use the tiered approach most of the time but have deviated just to experiment.

  4. Great article! You just lay it out nice and clean.

    One question though. Why use a scout page to test the waters? It would seem your SEO tools should tell you most of what you need to know about the competitive waters before jumping in.

    Normally, we just process the competitive analytics and gameplan against the competition. While a scout page probably does generate some useful info, I’m not sure that information is as vital as the time you may lose while testing.

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