Elements of a Holistic Keyword Research

As Google continually launches search algorithm updates, proper keyword optimization on our web pages becomes more important now than ever. Proper keyword optimization does not entail overstuffing your targeted keywords on your pages. Rather, it necessitates a holistic approach to keyword research along with the semantic nature of indexing by search engines.

The term « semantic nature » pertains to search engines’ semantic indexing capabilities. That is, how search engines understand what you’re looking for through the keywords or keyphrases you used in searching the web. For instance, you typed « queen anniversary » in the search bar of Google, Yahoo, or Bing, the search engine would show results containing this keyphrase. Topics that search engines believe to be the most related to the keyphrase are at the top of SERPs. These will likely include the most recent diamond jubilee of the queen of U.K or her wedding anniversary. In order to take advantage of this indexing behavior of search engines, we must carry out a holistic approach in keyword research. Here are some tips in doing this.

1. Create a List of Related Keywords or Keyphrases

Make a list of closely related keywords that comprises the variations of keywords you wish to rank for. Of course, the variations should not stray too far from the original meaning of your targeted keywords.

You may consider the keyphrases appearing at the bottom of Google’s search result pages under « related searches. » Since the phrases are considered by Google as « related, » most likely based on a semantic indexing view, it’s better to start your keyword research at them.

2. Built a List of Supporting Keywords

After listing semantic keywords, expand your list by including supporting keywords. These keywords should support the concept of your listed semantic keywords. Your supporting keywords will increase the chance of your site to be included on SERPs generated by your targeted keywords and keywords thematically related to these targeted keywords.

The keyphrase, « SEO pagerank, » for instance, can be used by people who look for a free online tool to check the PageRank of their sites; those who want to learn how PageRank works, or searchers who want to optimize their content to get higher PageRank. So, all these possible search topics support the concept of « SEO pagerank, » thus can be used as sources of keywords thematically related to your target keywords.

3. Create Stem Keywords that Address Possible Search Queries

If the original goal of searchers is to check the PageRank of their sites, we can also think of what would come next in their mind after knowing that the PageRank value of their sites is low. They may wish to learn new SEO strategies, keyword research, or proper keyword optimization. Based on possible queries that may arise, you can generate stem keywords that should be addressed in writing your content. This would not only improve your sites’ chance of having better rankings on SERPs, but enhance searchers’ experience as well.

4. Create Content Based on Your Lists

After your semantic keyword research, outline your content based on your lists of keywords/keyphrases. Of course, you need to prioritize your targeted keywords, then your supporting keywords, and lastly, your stem keywords. Always bear in mind that Google favors content that enhances user experience. Hence, in creating content, always write for the benefits of your potential visitors before thinking of optimizing content for better search engine rankings.