We are noticing Google is now looking at on-page optimization more than ever. If you still believe you can rank anything with links alone, you need to rethink your strategy. Please note the following recommendations.
Content Growth
Just like the number of links need to grow over time, your on-page content needs to grow as well. If your keyword is competitive, your competition is most likely adding unique content on a continual basis. We highly recommend creating a blog section on your site and add content on a regular basis.
Writing Content
How should you write the content? You need to think "keyword clout." Keyword clout is a group of keywords that are related to each other. Here is an example. Plumbing, plumbers, plumbing tips, and plumbing repair are group of words related to each other. As a general rule, they are either natural variants or related words within a category. Plumbing and plumbers are natural variants. Sofa and furniture are related by categorization. With Penguin filter, Google is looking for a natural pattern and you should avoid focusing on keyword density only.
Here is an example of forced keyword density.
Our furniture store has been in furniture business for 20 years. Shopping for a furniture at our furniture store will create an unforgettable furniture buying experience.
Although the sentence above is about furniture, Google can detect unnatural keyword density. If you are hiring someone to write the content for you, perhaps you can write the sentence in a more natural sounding way.
Our company has been in furniture business for 20 years. Shopping for a custom bedroom set at our furniture showroom will create an unforgettable bedroom buying experience.
The second example is emphasizing furniture but with related keywords. Your on-page should focus on getting the right amount of keyword clout density, not keyword density. What about the meta tags? The entire page content including the meta information should be focusing on a theme and the keyword clout should be created using the selected theme.
Google determines a page theme by looking at keyword clout. For this
reason, it becomes incredibly difficult for a page to rank for a
massive number of unrelated keywords. You need to select a theme and
optimize the page for the theme selected. Ranking the homepage for the
widest possible number of keywords is not a wise strategy. Creating
various theme based pages and ranking them is recommended.
For a typical article, a minimum of 500 words is recommended. Adding a video embed code is also recommended if you can find a relevant video on YouTube.
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