Strategies and Practices to Leverage Topical Relevance
From the advent of SEO, keywords (and associated keyword-based strategies) have been important players in determining web page relevance by Search Engines.
And though keywords are still important players in the SEO-page ranking game, first with its release of the Hummingbird update in 2012 and now driven by Google’s RankBrain, Google now places an increased focus on topical relevance.
RankBrain uses artificial intelligence to provide more meaningful results to users, by interpreting the significance of topics and predicting what the users want in a search query. And while RankBrain significantly rocked the SEO world in 2016, it will continue to influence on-page SEO strategies this year and in the years to come.
As a Detroit SEO Company, AQABA Technologies has been tracking Google’s evolution from a keyword-based platform to the ever-evolving RankBrain-driven application. We’ve noted how Google returns far more meaningful, far more intelligent search queries now than it did a year ago. And like other SEO experts, we’re looking ahead and predicting how RankBrain will influence search and SEO-strategies in the years ahead.
Here are strategies and practices we are currently pursuing with our clients, leveraging the strength of RankBrain while also staying ahead of the ‘Google curve’:
- Semantic Search strategies – these SEO strategies dictate that we create meaningful content that provides a connection between the keywords we use, not just content that is filled with keywords, each with its own meaning.
These strategies apply to website content that we create for our clients, as well as for blog posts and articles.
- Focus on Quality and Authority, not Shallow Repetition – we create authoritative and quality web content, blog posts and articles that fully develop and convey a core message, avoiding thinly veiled content that is merely seeding keywords in the hope to earn SEO merit.
- Linking Keywords with Geographic References – we create the on-page context that contains context clues to help Google link a business with a geographic area, not just with an exact city location. For example, if your business is a painting company in Detroit, we would mention the work your company has done painting major Detroit landmarks and buildings. This way, RankBrain creates a clear tie between your painting company and the Detroit area- without mentioning the city of Detroit directly.
- Latent Semantic Indexing (LSI) keywords – these keywords include all the words and phrases that are semantically related to the main keyword we wish to rank for, and as such, should be used in on-page content and blog content. Search Engine algorithms use LSI keywords to find connections between words and to establish the meaning of the web content or article.
We’d love to talk with you more about our innovative and effective approach to SEO. As one of the leading SEO Agencies in Detroit, we pursue the most current SEO strategies and practices- and our efforts are paying off for our clients. Ask us for some examples –we have some great SEO-success stories to tell.