As we have discussed previously, there are many factors in earning a good ranking on the three major search engines: Google, Yahoo!, and Bing. One of those factors is keyword diversity. Unfortunately, despite the emphasis placed upon it, it is simply not enough to only create excellent content throughout your website. This is a wonderful jumping off point but you must also include the keywords or phrases that people are searching for in a natural manner. Using natural speech when writing content will help you avoid spamming your visitors with keywords and phrases.
For example, let’s say that you own an indoor sportsplex where people can come and play all kinds of sports indoors throughout the entire year. It’s not enough to optimize your website for the phrase “sportsplex”. People also search for “indoor soccer”, “indoor volleyball”, “indoor baseball”, “indoor field hockey”, etc. Instead of writing your high quality, natural speech copy only about “sportsplex”, you should work in the phrases people are searching for in a natural manner. This is what we refer to as keyword diversity.
What we like to do is review how popular a specific keyword is, how difficult it is to obtain, and then decide upon the best course of action that will maximize Internet traffic to the domain. Then we write quality content with natural speech analysis to avoid overuse of keywords. Instead of technical terms that are relevant to the domain, we use terms that people are searching for when they think of what they want. Even though it is not necessary with natural speech analysis and high quality content, as a backup we use a keyword density tool to look at the top-ranking Google sites to see if the total keywords we used are in the ballpark of the top ranking sites. While not necessary, it’s another way to ensure that overused or unnatural keywords aren’t diminishing the readability of the content. Reading the copy out loud to see if it’s natural speech is a great method.
That being said, what is the real trick to keyword diversity? To begin, it is best not to try tricking Google, Yahoo!, or Bing. The algorithms associated with search engines are highly advanced. Write good quality content that benefits your web visitor first and worry about the mechanical keywords later. This will help you generate quality back links, keep the user engaged, help convert visitors to customers, and ultimately rank well for the long term. Trying to manipulate page rank should be avoided. Focus on content written in natural speech and mix in the phrases people search for instead of using Industry-specific ones that no one uses.