If you have been reading SEO related content in 2017 I am positive you have read somewhere that the formula: 1 keyword target for one page, does no longer apply.
This is entirely true.
You still need to have one main keyword target but this is no longer enough?
You need to consider implementing supporting keywords.
You need to create keyword groups that have a logical correlation and serve the same searchers intent and optimize your page around them.
These are also called LSI keywords (Latent Semantic Indexing) and this is as much as you need to know about them at this point.
By optimizing for keywords related or in the same “search intent pool” as the main target you amplify the focus on the main keyword and improves your chances to rank well for that particular keyword as well
Google uses let’s call them “related terms” usage as a ranking variable so the presence of these keywords is a positive signal and will help you rank for your primary targets. This is THE ONLY WAY you should be doing on-page optimization in 2017.
I have read a lot on why you should do this but very little on the how.
So, this is how I do it.
1.Create Keyword Groups
1 page = 1 searchers intent
This is the formula in 2017.
The first thing you need to do is identify your primary keyword targets and identify LSI keywords for each.
I will not focus my attention on this as the main point of this article is how to optimize your page using more than one keyword.
If you’d like to know a bit more about how to find and filter through keyword targets to the point where you are left with logical keyword target groups you should check out this “Keyword Guide”
How many keywords should you use?
I would say at least 3.
2.Optimize your page around the keyword groups you created
Now this will not be much different to what you are used to.
You still start things off with regular on-page optimization.
There are no new ranking parameters and there are no big secrets involved.
All you need to do is spice things up by adding LSI keywords and hitting the sweet spots.
Let’s dive into it.
Let’s assume you have done your keyword research and have optimized your article in question for your main keyword target “Pitch Effectively”.
You have identified your supporting keywords as well.
- Pitch Deck Guidelines
- Pitch Deck
- Before The Pitch
- How To Pitch
First, you would like to incorporate as many of the LSI keywords into your title tag.
A title tag is an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result, and are important for usability, SEO, and social sharing. The title tag of a web page is meant to be an accurate and concise description of a page’s content. – defined by MOZ
You need to be careful though. You do not want to over optimize.
You would not want to have a Title looking like ” How to pitch effectively using this pitch deck guideline, before the pitch”
That just isn’t right.
But a headline looking something like ” How To Pitch Effectively – Pitch Deck Guidelines” would be perfect for you.
You should never sacrifice the “quality of the headline for SEO purposes”
If you have no more than 3 targets then you should be able to place them all within your title tag.
Now, you are well aware that H1 and even H2 tags have a big impact to how Google interprets your page.
So, the more LSI keywords you have in your H1 the better. There is no doubt you will not be able to always incorporate all of them into your H1 and this is why you have H2 available.
You can even use your keyword groups to quickly create an article structure you can follow.
Let me use our example to explain this further
How To Pitch Effectively – Pitch Deck Guidelines – H1
Pitch Deck – H2
Pitch Deck Guidelines – H2
Before The Pitch – H2
How To Pitch – H2
So you will use your LSI keywords as subheadings and (obviously) place H2 tags on them.
This is the perfect scenario.
You have your article structure in minutes and your website headings are perfectly optimized for your keyword target.
Next the description tag.
Meta description has 0% direct impact on your rankings in 2017.
This is a known fact that some of the biggest minds in the industry have confirmed.
You would like to optimize this as well. Your Meta Description does have an impact on SERP CTR.
CTR can have an impact on your rankings. There have been a lot of case studies on the matter but maybe the most famous one is done Rand Fishkin back in 2014.
He used one of his posts that at the time was ranking at #7 in Google.
Posted the Tweet bellow.
Several hours and approximately 175-250 clicks later the post was at position number one. You can check out the full case study here.
Image Alt Tags are next in line. This one is as clear as day. All you need to do is make sure your images have your secondary keyword targets included and you are done.
Do not abandon Image Tag best practices though. You still need to make your tags descriptive and relevant to the image in question.
Here is an example:
An image tag like how to pitch would obviously not fly here.
Yes, this is one of your LSI keywords, but there is absolutely no correlation between your image and alt text and that is not ideal.
Instead, doing a tag more similar to “Sketching up that pitch deck” (not ideal I’ll I know) has a lot more sense.
Next, you want to sprinkle in your keywords within your content.
Very easy and very simple.
You have now successfully optimized your page for more than one keyword.
This is true mostly because of the heavy use of LSI keywords in the content.
When you write a 1500 + words article/post you are bound to use a lot of related terms regardless if you are paying attention to it or not.
There is also the fact that Google will prefer the page that is most likely to best answer the query in question and usually (absolutely not always) more info translates into a better answer.
Longer content helps you rank better for your target keyword but also brings in more long tail traffic.