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Finding the best keywords for your optimized article can go a long way toward determining if an article is going to rank for SEO. Proper keyword usage is one of the pillars of search engine optimization. It’s a bold statement, to be sure. However, choosing the right keywords is so intrinsically tied in with SEO that they are practically synonymous with each other.
Choosing‒and using‒the right keywords are indeed at the heart of everything that falls under the umbrella of search engine optimization. A central part of every successful SEO campaign, it is integral to developing an effective insurance search strategy. Using the right keywords may not necessarily guarantee the success of an SEO campaign. Alternatively, failing to utilize them correctly almost certainly assures failure.
But how does one choose the right keywords for a particular campaign? Just as importantly, how can keywords be used for optimum effect once they have been identified?
Keyword analysis has traditionally been the most utilized method for determining optimal keyword association. The goal in most cases is to connect online searches from potential customers to sites that provide the answer to those searches.
SEO specialists strive to achieve that goal via two processes: measuring keyword density and examining word placement within a particular page. For most purposes, a keyword density of 1% to 2% was considered optimal. Getting this density was generally an assurance that the page would effectively attract web users who used that particular keyword during a search.
But as many SEO specialists know, search engine optimization is a constantly evolving discipline. What may have worked wonderfully in the past may not necessarily carry much weight now, much less five years from now.
Over time, minute refinements and additions to the algorithms used by search engines brought about a shift in the way searches are processed. Also, it changed the way pages are ranked. SEO specialists prioritized natural speech patterns and word combinations. Then, they have had to develop more dynamic associations for connecting web pages to search results.
One of the results was the development of advanced tools for deriving more accurate conclusions based on keyword density. A good example is Yoast, primarily responsible for introducing the metric known as “keyphrase density.”
Keyphrase density is the principle of utilizing two or three words that most would often use together. An example is “hot cross buns.” It and other vital phrases represent words that occur naturally in everyday conversation.
Some results search technology and site design are the reduced analytical value of singular SEO metrics. Single metrics may indicate a particular search behavior. Alternatively, connecting the information gathered to a broader analysis of online customers’ behaviors is necessary. Subsequently, specific metrics such as bounce rate have become less valuable and even irrelevant.
Keyword density is still a valuable metric for developing a search engine optimization strategy. This specific metric only accounts for the ratio of word usage for a particular page.
Nowadays, online marketers should choose a different approach by cross-examining many different pages to get a clearer idea of the search performance of a particular site. Consequently, it is more beneficial to figure out the importance of specific keywords. Additionally, marketers should understand how they fit into the overall content structure. It is a practical approach when creating more content and pages, which risks having different pages on a site compete for traffic from the same keywords.
One development that few expected was the effect of COVID-19 on search engine optimization. The pandemic’s supply chain issues and other factors have resulted in significant changes to how people perform searches.
As demand for products and services has hit record levels, people now research possible future purchases more than ever before. It presents an opportunity for SEO specialists to repurpose keyword density in the service of a more meaningful search strategy.
One possible strategy is to choose keywords to help ensure an optimal customer experience. Comparing currently used keywords with recent search trends and updating existing content is an efficient approach. Many SEO campaigns have also succeeded by examining queries that attract people to their pages and creating keyword maps to determine optimum content and metadata adjustments.
About Agency Tsunami
Agency Tsunami is the digital marketing division of Neilson Marketing Services, who has provided the insurance distribution sector with innovative marketing and communication solutions for over twenty-five years. With our Agency Tsunami program, we have implemented an integrated marketing strategy that includes optimized, professional websites supported by high-quality SEO and Social Media for hundreds of insurance retailers and wholesalers. Our goal is to help your insurance business perform and generate new opportunities. Give us a call at (800) 736-9741 to learn more about how we can do that for you.
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