Web developers on SEO basics: relevance and keywords


Creating a website with a premium professional template and a flashy logo is great, but it is not enough to get people to come to your website. To do this, you need more than just glare and a pretty color scheme. First of all, you have to give them a way to actually find your website. The process of making your website ‘findable’ involves a process known as search engine optimization or SEO for short. Another common term is internet marketing.

Whatever nickname you give it, SEO is the process of applying methods and tools that make it easier for search engines like Google and Bing to find your website, “rank” it, and figure it out. its relevance to a given topic. The more relevant your website is to a topic, the more Google considers it important for that topic “keyword”.

What is relevance and how does it relate to SEO?

When you google something, you do it by typing in a phrase or word related to the topic. Google then takes your comments and returns a list of websites that it considers to be the most “relevant” to what you’re looking for. This list of returned websites is known as Search Engine Results Pages (SERPs) and is ranked from most relevant to least relevant.

For example, if you type “dog walk” into the search bar, Google will display a list of millions of websites that it believes have to do with the topic “dog walk”. The sites at the top of the SERPs will be most closely related to this topic. Those who appear on multiple pages of the SERPs will be much less likely to have anything to do with walking a dog or dog walking accessories. When a website is placed on the SERPs – its position is known as his ranking.

Therefore, as a website owner, you want to make sure that your website is as “most relevant” as it can be to the topic your business relates to.

To determine the relevance of a website to one or more topics – and to decide its relevance to competing websites – Google uses what is called a search algorithm, or, as it is more called. commonly – the Google search algorithm. Note that other search engines, like Bing, have their own algorithms and practices. However, since Google is the search leader, we will mainly focus on their algorithm in this article.

It’s a bit of a mystery exactly how Google’s search algorithm works, but we can make some educated guesses and clues from things the search giant has told us and from testing by industry leaders. . What we do Be aware that Google examines a few key things to determine relevance.

For starters, the most important thing for a website to rank well is that the website has content that is relevant to its topic. The more, the better. By content we mean static web pages (pages whose content changes infrequently, such as an About Us page), posts (including blogs, articles, news, etc.), video content, audio and images.

What are keywords?

Every day, Google sends out “web crawlers” to scour the Internet, read every website it can find, and figure out what it is. For example, using our “dog walking” example, if Google’s bots crawl a website and find 100 articles on it, and 90 of those articles contain text referring to dog walking, to From dog walking tips, to dog walking accessories and other dog walking oriented content, and ten articles on the best fast food restaurants, Google will most likely decide that the website is a “website”. dog walking ”as the main category.

This is a very simplistic view of this topic, but it serves its purpose for our intentions.

The content of our “dog walking” website will have words related to anything related to dog walking. These words – known as keywords – could include terms such as “dog walk”, “dog leashes”, “dog collars”, “doggie bags”, “dog treats” etc. Google uses these keywords and keyword phrases to determine what the website is about.

A website can also have variations on these main keywords. For example, a website that talks about “dog walking” might also use words and phrases that are similar or have the same meaning, such as “puppy walk”, “bulldog walk”, “puppy leashes”, ” puppy collars ”and“ puppy harnesses ”. We call these keyword variations. Eye-catching, right?

Content is king

At this point, you might be thinking that all you need to do is write a bunch of articles and create a ton of pages that just have your keywords and keyphrases in them. This, however, could not be further from the truth. For starters, if your website only had a bunch of repeated words, visitors would probably never visit your site again. Equally important, Google has been doing this for a long time and has fine-tuned its algorithm to not be fooled by such simple techniques. Adding a huge amount of keywords to your web pages is known as Keyword filling, and Google is not a fan.

In order to keep readers interested and coming back for more and in order to make Google happy, you want to write all of your content in a natural way. Include your keywords in your content (and other areas – we’ll get to that in a follow-up article) sure, but do it the normal way. If this feels forced when you read it, consider adding a good rule of thumb.

If you find yourself having to use the same keyword over and over again, that’s okay – just make sure it works naturally in the text. You can also alternate with keyword variations to break things up a bit. It also helps you rank better for alternative keywords that your competition might not have considered using. In a later article in this series, we’ll discuss something known as keyword contest and keyword difficulty. At a basic level, these two terms relate to the difficulty of ranking for a given keyword or term. If there is a lot of competition for a keyword, it means it has a lot of keyword difficulty.

For example, the phrase “dog walk” is used on many websites and is a common main keyword. Therefore, you will have a lot of competition when trying to rank for this. Variants of keywords like “dog walk”, “chihuahua walk”, “hound dog walk” or “dog walk” may be used less frequently and therefore may have lower competition and be easier to rank. .

This doesn’t mean that a person with a dog walking website shouldn’t focus primarily on “dog walking” as a keyword – it just means that they also should be aware of other variations and use them as well.

What are local keywords?

Any type of keyword to consider is the local keyword. These are suitable for businesses that rely on local traffic or visitors who live nearby or are visiting the region in which the business is located. For example, if you own a local dog walking business that only serves areas near Atlanta, Georgia, you would want to make sure to incorporate city, county, and surrounding areas into your keyword. So instead of just using “dog walking” as a keyword, you can also consider using additional keyword phrases such as “Atlanta dog walker,” “Dog walker near Atlanta,” ” Roswell Dog Walk ”,“ Atlanta Subway Puppy Walk, “Forsythe County Dog Walking Service”, and so on.

Again, use local keywords where it makes sense and use them naturally. Don’t try to work in every city, neighboring town, county, and zip code on one page unless it makes sense to do so. For example, you could have a web page that lists each city in which you do business. In this case, the list of each city and zip code would be appropriate.

More SEO basics for 2021

In this Search Engine Optimization tutorial, we learned the basics of SEO and Internet Marketing, covering topics such as:

  • Google’s search algorithm: The method by which Google determines the relevance of a website to a given topic. One of the factors of the Google algorithm is the content and the keywords contained within that content.
  • SERP: SERP stands for Search Engine Results Page. When you do a search on Google, the results are listed on a SERP.
  • Ranking: Where a specific page of your website can be found – or ranked – on the SERPs.
  • Relevance: Refers to the “relevance” of your website to a given topic or set of topics.
  • Keyword: Keywords are phrases and words relevant to the main topic of your page or website. There are keywords, keyword phrases, keyword variations, and local keywords.

In our next article, we’ll take a look at other types of content and how to properly optimize them for Google and other search engines, all with the goal of getting your web pages as high in the SERPs as possible.

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