How to optimize your article for a given keyword, so you have a great keyword in mind and you’re absolutely sure that you’re going to measure the social intent with the article that you’re about to write, how to optimize your article for that keyword? Well, you don’t. I mean, if your article perfectly matches the search or intent for the keyword and gives people exactly what they are looking for, that is nearly 80 percent of all optimization work.
Yes, Google is just a machine and it is not smart enough to actually read your article like a human being and understand why it is better than thousands of other articles on the same topic. But Google isn’t dump either. Squeezing your target keyword in the article more frequently than your competitors was a good way to treat Google 10 years ago, but not so much today. Let’s examine the search results for the keyword how to learn. So our article ranks at position number five. If we count the featured snippet and the people also ask, how many times do you think we use the phrase how to learn? So in that article, once only in the headline. So maybe that’s why we don’t drink number one for how to learn. So search query, maybe the competing pages use this keyword more frequently in their content. Let us see and know. Both articles that rank above us have zero mentions of the keyword. So why do they rank so high then? That’s because Google has enough technology and enough ranking signals to be able to find the most relevant page for a certain search query without relying on how many times that keyword was used on the page. In fact, we have studied the top ten trading pages for two million random search queries and what we discovered was quite fun. Seventy five percent of all pages that ranked in Google top 10 do not have even a single mention of the search query that they rank for anywhere on the page. Back to our example with how to learn a search query. Google is smart enough to understand that phrases like Excel Learning Center or Online Resources for Learning ESL are perfectly relevant to what the user is searching for, even though they do not match the search query word for word. This is why I suggested that by nailing the search or content with your content, you automatically do 80 percent of all optimization work. Your article is likely to have enough synonyms and relevant words and phrases for Google to be able to understand what it is about. So does that mean you should ignore any kind of keyword optimization and write as you please? Not really. The rule of thumb is to use the target keyword or at least the most important words of your keyword in the following places. You URL, title, headline and content. Let’s go back to the search results for how to learn is all the main words of the keyword are obviously learned. And so all of the top 10 ranking pages have the word asshole in their URLs and titles. As for the word learn, some of the pages have it in their URLs and titles and others get away with synonyms and closely related words like resources, tutorial training, teach. So as you can tell, Google allows you quite some flexibility in your targeting. That is why by simply matching the search content with the content of your article, you’re already making it 80 percent relevant to the search query because you are already using all the right words. I would say that further refining your URL, title, headline and content will probably move the needle by another 10 percent. This percentage is quite arbitrary. There is zero science behind it. But you get the idea and I’m sure you want to learn about the final 10 percent.
There is a great article by Cyrus Shepard where he explains the other advanced things like TF IDF, which stands for term frequency, inverse document frequency, semantic distance and term relationships, co-occurrence and frase based indexing entity salience, etc.. There is also a great article by Dr Pete The Change. A bit of light on how Google reads and understands your search queries in order to find the most relevant search result. Both of these posts are absolutely great reads and I highly recommend you to check them out if you’re serious about Israel. But at the same time, they’re just scratching the surface of how Google really works. Their algorithms are much more complicated. So unless you’re a professional, so I don’t recommend you to get carried away with advanced on page tactics, which are quite technical. The foundation of your success in search is the actual content, not the SEO enhancements that you apply to it.
To win in the search results today, you need to be an authority and expert on the topics on which you’re writing. And if your article is objectively better than what already ranks in Google top 10, you should be there some.