Creating content is an integral part of getting a website out there in the first place, but keeping said site relevant is always going to a struggle if the creator does not keep up with search engine optimization priorities.
Website pages that provide context, analysis and relevant information oriented around a keyword are significantly more likely to have a higher ranking than the average webpage in this day and age. In 2018, search engine results rely on algorithms that work smarter, not harder–meaning that no amount of stuffing key phrases into every aspect of a webpage will make a lick of difference. If a higher spot on the spectrum is the goal, then utilizing the parameters of the algorithm is the best way to win. Knowledge of the algorithm factors in things like in-depth coverage of a topic and contextual information can give a website the advantage.
The bottom line: when a user gets all of the information they need from one specific link, Google takes notice.
So, how does a website go about generating such comprehensive content?
Every post should average approximately two thousand words in length. When a webpage regularly posts extensive information covering all aspects of a topic, those posts are going to end up being much longer than the competing websites’. Some may think this is a bad thing, but research has shown that users prefer skimming lengthier webpages to obtain information. The shorter the article, the less likely it is that the page contains all of the information a user is seeking.
The content length is just a guideline encouraging a greater data-dump. However, the content itself cannot merely be repetitive nonsense. The information presented is as relevant as the format.
The best way to ensure that the content is going to be positively rated by the SEO-determining algorithm is to incorporate latent semantic indexing terms throughout the post. LSI words and phrases are a critical part of giving a post the green light. Latent semantic indexing involves taking a topic or keyword and finding associated terminology, and some generators provide researched feedback for a multitude of topics.
In addition to generators, there are a plethora of ways for anyone to determine LSI terms associated with a specific topic. Google’s related searches section provides similar information, and the keyword planner option on web pages is an excellent tool.
The most critical facet of incorporating LSI terms into a post, however, isn’t utilizing a wide variety or even blatant repetition. No, for latent semantic indexing to work appropriately, these terms must be scattered throughout the content in comprehensible ways. Each use of a term needs to make sense contextually and grammatically, and they should all be used to convey relevant information on the topic. As with traditional keywords or phrases, oversaturation is a no-no. Excessive repetition will not improve ranking–in fact, it might even worsen the rank of the webpage for that specific keyword.
It may seem challenging to provide roughly 2,000 words on a topic and utilize common semantic phrases or terms associated with the subject every time you need to post more content, but it is well worth it. Not only will the ranking of the website increase, but user satisfaction and brand loyalty will manifest as well. Providing comprehensive content that users appreciate goes a long way in building a customer base and fostering a positive reputation.