Sometimes search engine optimisation can seem like an ‘a + b = c’ kind of process. To all appearances, you just select the right keywords, you put them in the right places, and your site’s ranking climbs a few spots. The trick can seem to be just selecting the right keywords in the first place.

This is not entirely accurate. The selection of keywords for SEO is a central part of a good SEO plan. Selecting the right mix, however, is not as straightforward as it seems. Note the word ‘mix’. Most experts recommend a number of central keywords supported by selected variations. What you end up with is a long list of connected words that need to be scattered like seedpods throughout the site.

This comes from the conversational nature of the internet. In searching for your site, your users will use a broad range of terms that can be hard to predict. The wondrous variety of words within the English language, and the not-so-wondrous spelling variations around, means that there are hundreds of terms available for a single concept. For example, consider the possible terms a simple online clothing retailer would need to include. Apparel, clothes, gear, finery, garments, wear, ensemble and wardrobe are just the beginning of a list that would include specific terms and brand names.

Drawing up a keyword list requires knowledge of the site’s industry and competitors, and also an instinct for the way users think when they search. Keeping up with users can be as important as keeping tabs on competitors.

Alternate spellings are also a consideration for content writers. Despite the development of many intriguing technologies over the years, most internet content is still text-based. That text takes on a chatty tone that is a unique development of the net. This means that the language needed to promote your site varies from formal and structured phrases to slang terms and misspellings. Although presenting a professional appearance in terms of correct spelling and grammar is essential for internet content, any site that ignores common misspellings is missing out on a large chunk of search traffic. This means a smart business can’t be snobbish when it comes to keywords. It also means content must be written carefully to include those terms without putting readers off.

You can utilise your users in researching your keywords if you keep comments and tagging functions open on your site. Allowing users to provide their own tags for your content is a great way to gather information on the sorts of words your target audience will use when looking for your site. Of course, keeping tags and comments open to users presents a new set of problems, as these sections tend to attract spammers.

Dispersing a broad range of keywords through your content can keep you ahead of the competition. Like anything with human interaction, the terms used in the search engines for a specific thing evolve over time. Keeping in contact with your SEO firm can be useful in keeping ahead of the crowd when it comes to your keywords. You can approach our experts at SEO Consult about keyword selection techniques.

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