Elements of Holistic Keyword Research

As Google continually releases search algorithm updates, proper keyword optimization on our web pages becomes more important than ever. Proper keyword optimization doesn’t mean overloading specific keywords on your pages. Rather, it requires a holistic approach to keyword research coupled with the semantic nature of indexing by search engines.

The term “semantic nature” refers to the semantic indexing capabilities of search engines. That is, how search engines understand what you are looking for through the keywords or key phrases you used to search the web. For example, if you typed “queen’s birthday” into the Google, Yahoo, or Bing search bar, the search engine would return results that contained this key phrase. The topics that search engines think are most related to the key phrase are at the top of the SERPs. These will likely include the UK Queen’s most recent diamond jubilee or her wedding anniversary. To take advantage of this search engine indexing behavior, we must take a holistic approach to keyword research. Here are some tips to do this.

1. Create a list of related keywords or key phrases

Make a list of closely related keywords that include the variations of the keywords you want to rank for. Of course, the variations should not stray too far from the original meaning of the specific keywords.

You can consider the key phrases that appear at the bottom of Google search results pages under “related searches”. Since Google considers phrases to be “related”, probably based on a semantic indexing view, it’s best to start your keyword research there.

2. Create a list of supporting keywords

After listing the semantic keywords, expand your list by including supporting keywords. These keywords must support the concept of the listed semantic keywords. Your supporting keywords will increase the chance of your site being listed in the SERPs generated by your specific keywords and keywords thematically related to these specific keywords.

The keyword phrase, “pagerank SEO,” for example, can be used by people looking for a free online tool to check the PageRank of their sites; those who want to learn how PageRank works, or search engines who want to optimize their content for higher PageRank. Therefore, all of these potential search topics support the concept of “SEO pagerank”, so they can be used as keyword sources that are thematically related to your target keywords.

3. Create stem keywords that address potential search queries

If the original goal of search engines is to check the PageRank of your sites, we can also think about what would come next in your mind after knowing that the PageRank value of your sites is low. They may want to learn new SEO strategies, keyword research, or proper keyword optimization. Based on the potential queries that may arise, you can generate parent keywords that need to be addressed when writing your content. This would not only improve the chance of your sites ranking higher in the SERPs, but it would also improve the search engine experience.

4. Create content based on your lists

After your semantic keyword research, describe your content based on your keyword/keyphrase lists. Of course, you need to prioritize your targeted keywords, then your supporting keywords, and lastly your main keywords. Always keep in mind that Google favors content that enhances the user experience. So, when creating content, always write for the benefits of your potential visitors before thinking about optimizing the content for better search engine rankings.

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