A Keyword Balance Of Significance

a-keyword-balance-of-significanceSilverServers knows that keeping a tight reign on your keyword balance is one of the most important, and challenging, parts to any SEO strategy. Whether your business is based in Kamloops or around the world, balancing the use of keywords and their significance throughout your website is one of the biggest long term keys to organic search engine optimization success!

Keyword balance is a concept that is meant to keep track of what your website is telling Google, ensuring the most important and relevant search terms to your business are kept in the limelight throughout the years of adding original content. You are adding original content on a regular basis right? Well, more on that part later...

Let's use an example. Imagine SilverServers runs an RC Car repair business in Kamloops. When we look at the weight of keywords/terms that would be important to that website for search engine results, it should look something like this (in order of high to low significance):

Kamloops: High
RC: High
Repair: High
Hobby: High
Industry Terms/Repeated Noun Usage: Low
Adjectives/Colourful Language: Low

In all language, simplistic descriptive words are required to get our point across. Let's say 'wheel' for example. How many times might the word 'wheel' be mentioned throughout our many pages of RC content or product listing pages? Is 'wheel' a keyword we want our website to be associated with. It surely can't hurt can it?

If 'wheel' becomes higher in significance than 'Kamloops' or 'repair', then we've got a problem! You'll also notice the original significance layout has no “medium” significance ratings. For every 3 uses of the big 4 keywords (kamloops/rc/repair/hobby) we've made sure to pair the use of an industry word like 'wheel' with one use of descriptive language. Without the engaging adjectives, a simple, related and repeatedly used basic word can quickly take over that medium significance area and leave you with a keyword layout something like:

Kamloops: High
RC: High
Repair: High
Hobby: High
Industry Terms/Repeated Noun Usage: Medium
Adjectives/Colourful Language: Low

The longer this situation continues, the larger the gap between medium and low becomes. A new, more important subject might find it hard to gain significance in that environment, as 'wheel' would still be an oft used keyword, easily keeping more weight than your new topic.

Keyword balance needs room to expand and react to new ideas and directions. If our RC business suddenly wanted to host and promote races, we'd need room to let Google know that 'races' is now an important keyword. More important than 'wheel', but surely still less important than 'Kamloops' or 'repair'. Imagine trying to represent a new, exciting secondary piece of your business through your website while fighting against an off-balance list of existing keywords. It is much harder to build significance for a new, important keyword if other less effective keywords are already taking their spot. The fact that our business repairs RC toys in Kamloops still needs to be the king of the keyword hill, but our new race league is surely more important than a generalized word like 'wheel'.

Kamloops: High
RC: High
Repair: High
Hobby: High
Races: Medium
Industry Terms/Repeated Noun Usage: Low
Adjectives/Colourful Language: Low

The above, balanced layout can be extremely hard to achieve if the significance of required/repeated basic terms is not kept at a lower level throughout long term content creation. Search engine optimization needs to be reactive and flexible. Language that is descriptive and engaging can definitely have a positive impact on the experience of the user reading it as well. Satisfying your users and search engines without having to fight against potentially damaging keyword balance problems will save a lot of time throughout the growth of your website and online presence.

If you'd like to read more about the concept of keyword targetting/balance check out some of the links below:

https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
https://support.google.com/analytics/answer/2531578?hl=en

If you need help keeping your keywords in check, SilverServers would be more than happy to help! Contact us at 1-236-425-4400

September 14th 2016



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