How to Organize Your Site For Fast Ranking
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In my last keyword building article I wrote about how to select keywords that
would generate the highest return with the least amount of work.
I demonstrated how employing advanced search strings and recording Overture data
can be used to find keywords with very little competition and high search
volumes. My conclusion was that by conducting keyword research in this
manner, ranking for keywords becomes easier.
The next step in Keyword Building is learning how to organize a site around a
keyword list for fast ranking and best results. The following is my strategy for
What You’ll Need
- A finalized list of keywords as well as their corresponding search volumes
and number of competitors.
- Excel, or some other spreadsheet program.
- An understanding of the site’s industry, and which terms are
- Enough SEO knowledge to decide which words from your list are "low
Low Competition Keywords
"Low competition" is a relative term. To illustrate why, search the
term "Marietta, Georgia real estate" in Google. Here are the key
- 99 inachor and intitle competitors for the term
- 1,300 searches for the term each month
- 330.8 average backlinks for a top 10 result
- 4.2 average page rank of a top 10 result
Now here are some seemingly perplexing numbers regarding the 9th result:
- It has only 8 backlinks
- It also has a PR of 0
Meanwhile the 10th result has…
This raises the question of why the 10th result doesn’t rank higher than the
9th result, as well as why the 9th result is even on the first page. The answer
- The 9th result is a sub-page optimized singularly for that search term.
- The 9th result’s domain has roughly 1.1 million more backlinks than any
other site on the SERP and is a subdomain of Yahoo.com.
For Yahoo, a term with 99 competitors and 1,300 searches every month is very
"low competition." However, because it has optimized a page for the
search term, and is well trusted by Google, it easily ranks.
When organizing your keywords, picking out the "low competition" words
is an integral part to driving traffic. Devote a page to every word that will
easily rank from your list, optimizing the title tag, h1 tag and keyword
Remember, just as you look to Yahoo, thinking, "I wish I could rank for a
word like that without having to link-build" so too will a site smaller
than yours say of your "low competition" keyword pages.
High Competition Keywords
Keywords that will require a link-building strategy before ranking are
considered "high competition." High competition keywords should be
broken down into semantically similar groups. Intuition is largely used to
separate the keywords, but here are a few universal guidelines:
- Keep the groups under 6 words each.
- Group phrases together with more than one word in common.
- Check to see if two keywords return similar results in Google.
- No group should have only 1 keyword. Maximize the efforts of your link
Once the keywords have been semantically split, prepare an optimized title tag
containing all of the keywords from that group. Also choose one word from each
group which is the most important to get ranking. That term should be what is in
the anchor text of your links when you begin a link building campaign.
Overall, this strategy will save you hours of fiddling and tweaking. Remember,
SEO is no different than any other business process