A person who is able to read easily understands what is being said on the web page. But the search engines have to work hard to determine whether the page to a particular query. They come to the aid of marketers with tips. Previously, these tips were called SEO. Seoshniki stuffed texts with keywords, bought links with anchors and used other shaman techniques. Then the search engines became smarter: they learned not only to determine the relevance of pages without prompts, but also to punish too impudent prompters-manipulators. But search engines are happy to listen to the clever recommendations of marketers. It is about them that will be discussed below.
You can use the following tactics of internal optimization of pages in the complex or separately. Please note that these methods affect only some algorithms for determining the relevance of sites by search engines. Therefore, they cannot be considered universal recipes that guarantee the growth of traffic and the first positions in the search. However, these tactics increase the visibility of your site to search engine users. Internal optimization methods are described from simple to complex, but you can use them in any order.
1. Use keywords
As you know, in the beginning was the word, and the word was the key. You, of course, remember these wonderful texts with a keyword density of 3.141592%, used only in direct entry and inscribed at a 45 ° angle under the light of the full moon. Keyword stuffing works against you today. But keywords remain relevant, despite the weight loss of this ranking factor.
If you speak or write about a time machine, you can not use the term "time machine" in speech. If search engines index a page dedicated to a particular topic, they cannot and cannot ignore relevant keywords. Search engine robots look for keys in certain parts of web pages: in titles, headings and subtitles, alt attributes of images, in text.
Help the search engine find the necessary keys in the most important parts of the pages. Do not abuse this method: today there is no evidence that one page can rank higher than another only due to the higher frequency of using key phrases.
2. Achieve optimum key density in the text.
The phrase "keyword density" out of circulation marketers as useless. But search engines are still counting the frequency of use to determine the importance of keys. They do this using the TF-IDF formula.
TF (English. Term frequency) - is the frequency of use of the key on the page. IDF (English inverse document frequency) is the inverse frequency of key usage on a set of similar pages. From the point of view of robots, the importance of a keyword directly depends on the frequency of its use on a page, and also back depends on the frequency of using a key on similar pages.
For example, imagine that on the site page the keys "program" and "web programming" are used three times. Does this mean that the page has the same relevance relevant queries? No, because the word “program” is much more commonly used on other pages than the key “web programming”. From the point of view of robots, the page in question is more relevant to the second query.
Does this mean that marketers need to calculate the TF and IDF coefficients for each key in order to increase the ratio in the formula? No, because in this case you will slip into the banal keyword stuffing. Then how to achieve optimal key density? Just try to disclose in detail the topic, write in natural language and do not seek to enter the keys. In this case, in your texts the necessary terms will be used with the optimal ratio TF-IDF.
3. Use synonyms
Google handles over 6 billion requests daily. Thanks to the "Hummingbird" algorithm and deep learning technology, the world's largest search engine is able to determine without keys what the user is looking for.
According to Google, synonyms play an important role in generating issuances for more than 70% of requests. Therefore, the world's largest search engine has a dictionary of synonyms for billions of search phrases. Thanks to this, Google includes in the issue of relevant pages that do not use the key phrase.
Please note that Google understands the intent of the user who is looking for pictures of big cats.
Naturally using synonyms, you increase the relevance of the page to both the main and similar queries. Therefore, feel free to consider synonyms replacing the outdated keyword stuffing.
4. Consider the visual segmentation of the page.
It’s stated above that search engines first look for key phrases in the most important parts of the page, including the title, title and alt attribute. Also, search engines take into account the visual segmentation of pages.
Make sure that the main keys are present in the body of the page. This recommendation acquires additional importance in the context of mobile traffic growth, since mobile browsers hide some page elements from the user.
5. Help search engines determine semantic distance and the relationship of terms.
Semantic distance defines the relationship of terms used in the text. This is not about the physical distance between words, which could be measured in centimeters or in the number of characters between individual words. Semantic distance refers to the relationship between phrases, sentences, paragraphs, and other HTML elements.
How do search engines understand that the words "dachshund", "labrador", "shepherd" are associated with the phrase "dog breed"? They simultaneously determine the distance between words and phrases within individual HTML elements, as well as the semantic proximity of words. Usually, words and phrases that are within one paragraph are semantically more close to each other than words and phrases from other elements of the text.
Some HTML elements reduce the semantic distance between words. For example, words and phrases in a bulleted list are at the same semantic distance from each other. The phrases and words used in the title of the document are equally close to all the terms used on the page.
How to help search engines to determine the semantic distance and the relationship of terms? There is nothing easier, use micromapping Schema.org.
6. Use contextual cues
Search engines determine the relevance of pages to requests not only with the help of individual keywords and phrases. Robots are able to determine the compliance of the page with completed phrases and meaningful blocks. Google calls this phrase-based indexing.
Using the principle of simultaneous presence, search engines understand that in human speech the use of a single phrase often leads to the use of a related phrase.
Search engines also know that many phrases follow one another.
If the text contains the phrase "US presidential elections", then the phrases and phrases "Democrats vs. Republicans", "White House Host", "Barack Obama", "Joseph Biden", "Chris Christie", "Jeb Bush," "Hillary Clinton", "primaries", "electoral college". The page on which Chris Christi and the Electoral College are used is more likely to be devoted to the presidential election in the United States than a page that does not contain these terms. These phrases are for the search engine contextual signals that indicate the relevance of the page request "US presidential election."
To use contextual cues, you must create expert-level materials, highlight the main and related topics.
Top tip on internal optimization with keywords
To use the described advanced internal optimization techniques using keywords, you do not need to use a supercomputer, calculate the order and frequency of key usage using formulas, or use other shamanic techniques. Write useful, detailed expert level materials. Do not think about the keys, they should be used in the text naturally. Use auxiliary tactics: use the keys in the most important parts of the page, consider the visual segmentation of the pages.