Whether you are doing on-page SEO for your clients or your website, there are some elements you'll need to incorporate in order to see better rankings or you may see the rankings slip away. The list of compiled elements are based on thousands of sites and positive ranking effects we've observed. These are not rehashed pointers gathered from the internet, but rather, they are the result of observed cause and effect ranking relationship.
THINK KEYWORD CLOUT
To illustrate our point, we'll use an imaginary roofing company called Al's Roofing in Los Angeles. Al's roofing wants to rank for various keywords related to the industry. Most SEO marketers will focus on major keywords such as Los Angeles roofing or LA roofer. While this should be the starting point, it should not be the end. You can get penalized for over-optimization by Google if all your SEO effort is focused on the main keywords.
Our strategy should be on keyword clout groups. The first step is to identify which keywords are considered to be the main keywords. Here are some examples:
Los Angeles roofing, Los Angeles roofer, residential roofing Los Angeles, roofing estimates Los Angeles.
We have identified 4 major keywords. Now, let's create variations for each one. Each group of variations is called keyword clout.
Los Angeles roofing - Los Angeles roofing, Los Angeles roofing contractor, roofing contractor in L.A., L.A. roofing services, Los Angeles roofing service, best roofing company in L.A., etc...
Los Angeles roofer - Los Angeles roofer, cheap roofer Los Angeles, best roofer in L.A., L.A. roofer with good reviews, etc...
residential roofing Los Angeles - residential roofing Los Angeles, best residential roofing in Los Angeles, affordable residential roofing in L.A., residential roofing company in Los Angeles, residential roofing L.A., L.A. residential roofing service consulting, etc...
roofing estimates Los Angeles - roofing estimates Los Angeles, free roofing estimates L.A., roofing estimator in L.A., etc...
There can be hundreds of variations derived from the 4 main keywords. To do the SEO properly, you'll need to optimize your site for the keyword clout for both on and off-page. Google thinks in keyword clout and looks for keyword clout for relevancy. If you understand this concept well, your understanding of SEO will be better than most SEO marketers. As an added benefit, your site will rank for far more keywords than your competition.
PROPER SEO STRUCTURE
Rather than ranking a page with lots of different unrelated keywords, it is better to compartmentalize each keyword clout per page. This gives better focus per page by allowing Google to recognize the theme for each keyword clout.
An example URL of a new page created for our optimization effort can be http://als-roofing.com/Los-Angeles-roofing.htm.
KEYWORD CLOUT META TAG OPTIMIZATION
Since title tag and meta description tag information are visible on the search results page, you must do 2 things. You must write the information in order to increase the click-thru-rate and still maximize the keyword clout focus.
Let's look at the page called Los-Angeles-roofing.htm. Here is how most websites would optimize their meta information.
<title>Al's roofing provides affordable roofing services CALL 213-123-4567</title>
<META Name="Description" Content="If you are in Los Angeles, we can provide quality roofing services. We have the most experience in your area. Call us for a free estimate.">
Although the meta information may sound natural, it is not properly optimized for keyword clout. Since our focal keyword phrase is Los Angeles roofing, we need to maximize the keyword clout density while keeping the pertinent information for click-thru-rate. Here is a better optimized version.
<title>affordable roofing | 213-123-4567 | Los Angeles roofing company | Free Estimate</title>
<META
Name="Description" Content="Experienced roofing contractor | serving L.A. | best roofing company in Los Angeles area | LA roofing contractors | affordable roofing service ">
We have included as many keyword clout phrases as we can without leaving out the essential information.
HOW TO WRITE SEO CONTENT
After properly optimizing the meta tags, we now need to ensure the page content is focusing on each keyword clout. Many websites make a mistake of simply focusing on adding a 500 to 1000-word article for the sake of adding an article. You must always be thinking about keyword clout in your article.
Below is a recommended format for on-page content structure.
By following the example above, you should now have an idea of what an SEO-structured page should look like. How should we write the paragraph for each sub-heading? Think in terms of problem::solution or feature::benefit angle. Below is an example copy for Affordable Los Angeles roofing service.
problem::solution angle
"If you are living in Los Angeles, it is often difficult to find an affordable roofing contractor who is experienced and honest. If you are running into an issue of finding an inexpensive roofing service, Al's roofing company can help. Al's roofing has been around for 20 years in L.A. and we know how to service our clients at an affordable rate without compromising the quality. Our residential roofing experience and expertise will exceed your roofing repair expectations."
feature::benefit angle
"Al's roofing has been closely working with the roofing material manufacturers for the past 20 years. In fact, our direct relationship with some of the biggest roofing material manufacturers has saved a lot of money for our clients. If you need a new roof or need roofing repair done in Los Angeles area, we can provide an affordable roofing solution without compromising the quality. Contact us for detail on how we can save you in roofing cost."
CONCLUSION
It is becoming more difficult to rank for keywords unless the site is properly structured for SEO. You may occasionally find web pages ranking high for keywords without having proper SEO-structured pages. I often get challenged by clients who use these examples to refute my recommendations. What they fail to realize is that all keywords have different levels of competition and all websites have different site authority. SEO marketers often make a mistake of comparing apples to oranges.
The strategy shown above is based on ranking trends. Evidently, we are finding more sites with keyword clout focus ranking better over time than non-optimized ones. It is better to future proof than lose rankings.
|
|
|
|
