If you are following along in order, you should have just completed your keyword list after reading the previous post. Once you have the list established, then you need to break the keywords down into seed words, keyword variations, synonyms, entities, and related/supporting keywords. This exercise, in conjunction with the website architecture planning will determine which keywords will appear on which page(s) of the site.
SEED WORDS:
In the context of SEO (Search Engine Optimization), a “seed word” refers to a primary keyword or phrase used as the foundation for building a list of related keywords. It is typically a broad or general term relevant to a specific topic or industry. Seed words serve as the starting point for keyword research and are used to generate additional keyword variations and long-tail keywords that can be targeted in content optimization strategies. By expanding upon seed words, SEO professionals can identify relevant search terms that potential users are likely to enter into search engines, helping to improve website visibility and attract targeted traffic. Each of your service pages will begin with a seed word.
KEYWORD VARIATIONS/SYNONYMS:
These are exactly as it sounds – simply alternative words or different terms used in lieu of your seed word, that mean the same thing. The more keyword variations you incorporate into your content, the more search terms your website will potentially rank for. By using keyword variations, your content will also sound much more natural and less spammy.
ENTITIES:
“Entities” refer to specific people, places, things, or concepts that are recognized and understood by search engines. Search engines like Google use entity recognition to better understand the context and meaning of web content, which helps them deliver more relevant search results to users. Entities can include individuals, organizations, locations, events, products, and more. Understanding entities and their relationships can help SEO professionals optimize content to align with search engine algorithms and improve visibility in search results. This can involve incorporating structured data markup, creating content that references relevant entities, and establishing connections between related entities to enhance the overall relevance and authority of a website.
RELATED KEYWORDS:
Related keywords are very similar to entities and in many cases, may even fall under both categories. “Related keywords” are terms or phrases that are closely associated with a primary keyword or topic. In the upcoming example, phrases such as “missing shingles”, “curled shingles”, “interior water damage” are signs that someone may need a roof repair or if the damage is extensive enough, a new roof.
Related keywords help search engines understand the relevance and context of a webpage’s content, allowing them to deliver more accurate and targeted search results to users. Incorporating related keywords into website content, meta tags, and other optimization strategies can help improve a website’s visibility in search engine results pages (SERPs) for a broader range of search queries related to the primary keyword or topic.
EXAMPLE:
This example is based on a business that offers exclusively roofing services.
“Roofing Contractor” is the category that GBP recognizes for this niche, so I am going to mirror that on my website by making that the seed word on the home page. The h1 will include the seed word, as will some paragraph text. I’ll use keyword variations in some h2s and h3s, as well as within the paragraph text.
<h1>Smith Brothers: Roofing Contractor in Mesa, AZ</h1>
paragraph text
<h2>About Our Roofing Company</h2>
paragraph text
<h2>Why Choose Our Roofers</h2>
paragraph text
etc
For the service pages, your seed words will be the phrase that gets the most search volume and has buyers intent. Keyword variations, entities and related keywords can be used in sub-headings and paragraph text. That example would look like this:
<h1>Roof Repair in Mesa AZ</h1>
<h2>Signs You Need Roof Repair</h2>
<h3>Missing Shingles</h3>
paragraph
<h3>Curled Shingles</h3>
paragraph
<h3>Granular Loss</h3>
paragraph
<h2>Type of Roof Repairs We Offer</h2>
<h3>Storm Damage Roof Repair</h3>
paragraph
<h3>Wind Damage Roof Repair</h3>
paragraph
<h3>Hail Damage Roof Repair</h3>
paragraph
<h2>We Use Only the Best Shingles</h2>
<h3>GAF</h3>
<h3>CertainTeed</h3>
<h3>Owens Corning<h3>
Titles and sub-titles above are merely suggestions. In all cases, I looked at the keywords that I wanted to include on that particular page, and came up with sections that would allow me to include those keywords in a natural sounding manner.
We’ll cover this further, as well as multi-operation businesses in the next post, creating the perfect website page.
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