People can be a bit obsessive about keywords.
The problem is that they’ve taken the time – probably paid someone – to research keywords that are supposed to get their page into the pole position on Google, and they have tunnel vision when it comes to straying from the path. They’ve also been convinced that good SEO boils down to keywords, which it really doesn’t.
Wait… what? Keywords don’t matter?
Well, yes, they do… but they’re not the only thing that does when it comes to SEO. There are a few things that you really should understand about SEO that will help you relax about keywords.
For starters, no matter how perfect your keyword selection is, it’s not going to guarantee the top spot on Google. There are many, many factors that determine who gets that top position. Second, you need to understand that not every page can be first or even make the first page. Finally, good SEO doesn’t increase your rankings overnight.
So how can you be sure that what you’re doing is working? Well, the thing about that is that there are a lot of numbers and metrics involved in the process, and it’s a lot more complicated than most people have the knowledge, skill, or time to really monitor effectively. That’s why companies pay people to track this stuff, and even then, those people are probably using software that you could purchase and monitor in-house… but really, who has the time? That’s why you pay someone, right?
The only way to know that your SEO efforts are getting you anywhere is to make sure you’re looking at the big picture and not just keywords. I’m going to give you a few things to incorporate into your copy, and from there it’s a numbers game.
Bear in mind, please, that this article isn’t about optimizing your entire site, just your copy. That means don’t implement these ideas and then get mad if your rankings don’t improve. This is one piece of a larger puzzle, but I think it goes without saying that each piece of your content strategy, of course, needs to fit together. That said, here are a few things you can do to make sure your copy is search engine optimized.
1. Yes, Use Keywords, but Use Them Well
That 1.5% keyword density bit is more a guideline than a rule. If it’s a little lower or higher, it’s not going to make a difference. The thing about keywords is that Google’s algorithm has become so sophisticated that it can actually tell if you’re seeding with keywords.
Here’s an example: Just because you can anticipate someone searching “dry cleaners Miami” doesn’t mean you need a nonsense sentence like, “If you’re looking for dry cleaners Miami, Key Cleaners is your one-stop choice,” on your page. Use language that flows well and agrees with the rules of grammar. If the phrase “dry cleaner” and the word “Miami” are in there, it will show up in a Google search. The ranking will be better if the copy makes sense and if there is a variety of sensible keywords throughout the page.
2. Keep It Relevant
We harp on this quite a bit, but in many ways it’s even more important than keywords. If your site is about dry cleaning, your blog should be rich with language about dry cleaning. It may seem like a no-brainer, but many marketers do unintentional damage to their rankings by posting articles on fringe subjects and straying from the main point of their site.
It’s fine to explore a little, but every article or blog post on your site must relate directly back to the main subject. Bear in mind that individual pages as well as websites rank differently in Google. If you want your entire site to perform well, there has to be consistency in the message on every page.
3. Consider Long-Form Copy
The more detailed your copy, the more Google treats you like an authority. If Google thinks you are an authority in your niche, that will help your rankings quite a bit. Articles with an average word length above 1,500 tend to rank best in this category. 2,500 seems to be the upper limit. Shorter articles can help your rankings, but it takes quite a few more of them to get your site noticed.
4. Remember That It’s a Process
SEO is a long-term strategy. Optimizing your content will help you maintain long-term traffic, but that traffic won’t just show up overnight. Don’t change up your SEO strategy until you have some solid numbers telling you that what you’re doing isn’t working. If you change things up too often, it can keep you from making progress in your SEO efforts.