You can spend hours identifying the right keywords for your business’ search engine optimization (SEO) efforts. While identifying the right primary keywords is important, there is a lot more work to be done if you want to fully optimize your website and boost your appearance in search rankings.
Keyword Synonyms Give You a Natural Bump
Search algorithms are complex and smart, so smart that they are able to identify terms that are like one another, giving a bump to a piece of content that uses them. Before you bring out the thesaurus and begin writing with these new terms, understand that all of your search terms, including synonyms, should be well-researched. You don’t want to rank for words that people don’t use.
Using Google’s keyword planner tool is a good way to see what people are searching for and how often. Let’s say you are trying to rank for the term “cars,” a few good search synonyms will include vehicles, automobiles, etc. This should also filter down to your longer-tail keywords, as well (i.e. cars for sale, vehicles for sale, new cars for sale, used cars for sale.)
Remember to Use Content Naturally
Search crawlers can recognize whether or not a term is used “naturally” within content. This is how search engines like Google stop companies from simply repeating the same word over and over again in order to bump up their keyword density.
You don’t want to overuse your primary keyword to the point where your content sounds unnatural. This is why keyword synonyms are so effective. Just remember that you can overdo it. Just like you don’t want to repeat the same keyword over and over again, boosting your keyword density with repeated synonyms will also make your content unreadable.
Speaking of Keyword Density
It no longer matters how many times you use a keyword within your content. The number currently stands at one. Sure, you have to have a keyword within your content in order to rank for it, but simply writing sentences that use it over and over again has long been abandoned as a best practice for search ranking.
Remember to Write for Users, Not Search Engines
The golden rule with keyword-rich content is to write for the user, not search engines. This is because search engines are designed to help users find the information (not the keywords) they are looking for. The highest ranking content on the web didn’t get there by having the best SEO strategy, it got there because it presented information that the most amount of people found useful.