In the early developments of search engine optimization, the standard for relevant content was based on concepts like keyword usage and density. As search engines fine-tuned their indexing process and discovered ways to present users with more relevant search results, it quickly became apparent that what originally might have been the foundation of content SEO campaigns might be obsolete.
Keyword usage might not have as strong of an impact that it once had. Search engine algorithms have evolved (as expected) to better decipher the relevance of the information that is being indexed to include secondary keywords that help them better identify and classify the intentions of the content that is being presented on the web. This means that using keywords in your content might be effective, but including additional keywords that are relevant to your industry might produce much more results.
To fully understand the concept of secondary keywords, let’s dissect the function of keywords in general. Keywords are specified phrases that users enter into search engine queries to find information on the web. Depending on what the keyword is, the search engine will gather a collection of websites with the goal of providing the user with the information that they are looking for. The search engine will rank the websites it has collected based on whether or not it thinks that the information presented is what the user wants. But as more and more information is being uploaded to the web, the problem of keywords having more than one definition is growing.
To correct this problem, search engines started to tailor their algorithms to not only search for the keyword that the user chose, but also keywords that were used in the content that could help the search engine classify what’s relevant. For example: if you enter the keyword “key” into a search engine, it’s a very broad term that could mean a variety of things. You use a key to open a lock. There are 88 keys on a standard piano. The most important part of a speech is the key note. If search engines didn’t start classifying each way the keyword was used by secondary keywords, the different definitions of “key” could cause a user to dedicate more time to find what they are looking for . The search engine will classify the information it presents to the user into groups based on secondary keywords like “Lock”, “Door”, “Piano” or “Speaking.” This might seem like a simple task, but when a user enters a string of keywords, the possibilities and combinations of definitions could be endless.
The important thing to remember is that when you are creating content for your website and optimizing that content for certain keywords, it’s imperative to include secondary keywords that can help search engines classify your content so that it is indexed correctly, ranked appropriately, and will be delivered to users who are looking for information that is relevant to your business quickly. Including secondary keywords in your content could help your website obtain more valuable rankings and could draw more attention from pre-qualified users who are actively looking for information about your industry, which could cause an influx in conversions for your business’ websites.
For more information, contact the experts at Prager. Our search engine optimization consulting company can optimize your website for the best keyword phrases.