Keyword Variant Optimization Is Permanent Optimization
I start by asking if those reading this communication are familiar with the Google Webmaster tools functionality and know where to view their Website’s keyword variants. If not, get yourself familiar with this quickly as this is valuable information. There are, of course, many ways to view variants of words but in this instance we are more interested in viewing the variants of keywords Google has found on and recorded for your Website.
That said, why the headline? It’s long been a standard of seo to target one keyword to rank for one page. And this is just fine when we are talking pages that are 3 – 4 levels or more off the root directory. However. Top Level Category Pages (TLC’s) and Secondary Level Category Pages (SLC’s) usually describe more than one service, product and/or option. Ideally, in these instances we wish for multiple relevant keywords and/or phrases to drive traffic to these pages.
But on product category and/or detail pages, we want only the specific thing being offered to show. And here is where the permanency of variant optimization comes into play. By selecting the main keyword/phrase and it’s relevant variants, you can insure your optimizations will last a good long time.
What proof of this do I have? I performed an original optimization for TigerDirect.com back before the still infamous Florida Update in 2003 for Barebone Computers. It’s now 10 years later and my original optimization STILL ranks within the top three. Ten Years Later. Why? Let’s take a look at it:
The actual keyword and key phrase searched for variants in the optimization as well as, and here’s an additional key, the matching searched for variants ON-PAGE as well are:
Barebone
Barebones
Barebone computers Systems Kit
Barebone kits
PC barebones
Then the mention of brand names (this both lifts clicks and conversions right from the SERPs):
Asus barebone kits
Shuttle Barebone PC
Some might view the above and say “It’s so repetitive, it’s basically spam”. If that’s what your impression is, then you may need to realign what you believe you know about Google and seo. That facts are that every single instance of the mention of the keyword, variants and key phrase combinations have their corresponding counterparts on the actual destination page that the link Google offers up sends them to. They find Shuttle & Asus barebones. They find barebone computer systems kits.
In other words, the experience the searchers receive when they click-through to the page matches that which is advertised in the organic optimization. And as we know, one of the ways Google in particular will measure this is time on site and bounce rate after click-through. Being cognizant of this reality, this page has been ranking in the top three for 10 years. How much do you think that works out to be in sales to your potential clients? Not to mention how much Tigerdirect.com has made as a result of this? (I should have done this work on commission or pay-for-performance – lol)
So in the end, never forget to provide relevant value in all of your optimizations by varying the keywords used. When search engine users find your page, providing such to them insures those users will continue to use that search engine that brought them to your page. And needless to say, that’s exactly what the search engines want.
keyword
#Keyword #Variant #Optimization #Permanent #Optimization
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