When promoting websites, it is important to use useful and unique informational content. Articles are written by copywriters in accordance with certain SEO tasks. Texts should contain keywords (alternative names – keywords, keys). They are the determining component for website optimization. The correct use of keywords affects the following points:
- visibility of the resource for search engines;
- conversion of traffic of visitors who are attracted by search engines;
- visitor behavior on the site.
The behavioral factors of users depend on the competent use of keys.
About the term
The term “keyword” is used in a narrow sense as a “search query” by SEO writers. In a broad sense, keys are not only queries, but those words and phrases in the text and meta tags that identify the topic and content of the content. Thus, thanks to the keywords, the search engine determines whether users can find material in the article that is useful to them or an answer that is relevant to the query.
How keys affect the position of an Internet resource
At an early stage, when search engines were just starting to function, the first search algorithms worked, focusing precisely on the presence of keys. With their help, they determined how content is appropriate for users. However, with the development of search engine algorithms, more conditions appeared that affect the ranking of an Internet resource and its position in the search results. The creation of an algorithm from the main search engine, known as Panda, has become a new stage in the rules for optimizing and promoting sites.
Ten years ago, the main condition for promoting a resource was the maximum use of keywords in text content. This page of the site was determined by search engines as the most relevant. However, the oversaturation of the text with keywords greatly influenced its informativeness and “readability”. Sometimes it came down to the fact that almost half of the articles consisted of a large number of keywords.
When the Panda algorithm from Google appeared, followed by Baden-Baden from Yandex, the situation on the website promotion market changed. Now overspam with keys has begun to be perceived as a negative factor. For the abuse of keywords, websites began to receive sanctions from search engines – they began to rank worse and even excluded from search results, imposing a shadowban.
Algorithms responsible for determining the quality of text content are improved and supplemented by special self-learning systems. The owners of Internet resources began to abandon spammy SEO texts in favor of organic texts written in clear and simple “human language”.
Of course, the keys, as before, are used so that the search engine can determine the subject and relevance of information content. But now the use of keys has decreased and has become more justified and efficient.
The role of keys for website promotion and traffic conversion
With the correct use of the keys, the maximum number of visitors (potential buyers or business customers) is covered and traffic on the site increases.
To form effective keys, a semantic core is used – a structured and ordered list of all thematic keywords. They are grouped by topic.
The more keywords in the semantic core, the higher the likelihood that the site will appear in the search results for these search queries and be noticed by users. Accordingly, the number of transitions to the resource will increase. Thus, the visibility of a web resource for search engines and the amount of traffic depend on the completeness of the semantic core.
However, in this case, you should not include in the semantic core a large number of queries that do not correspond to the theme of the site or its pages. Otherwise, the resource will not receive the required number of involved visitors. Experts recommend not to use in the information content of manufacturers whose products are not presented on the site, as well as the names of products or services that are not offered by you.
If you violate these rules, the content will still “bring” traffic, but this is not the main criterion for the effectiveness of the site. For the latter, it is more important how traffic is converted and what profit it brings. The percentage of visitor bounces (an indicator of how quickly the user left the site after moving out of the search results) directly affects the ranking of the site in the search engine.
Сonclusions
Working with the semantic core is the basis for website promotion and search engine optimization. It includes high-quality collection of keywords, core extension, grouping and formatting of key phrases. It is from working with the semantic core that the effectiveness of the entire website promotion strategy depends.
