Loading ...Imagine the average internet user searching on a keyword for your site. The search produces a page packed full of results, but the one that’s most attractive is the listing for your page. The user clicks on it, but instead of the well-honed page full of the information they expect, they find generalised information with their keyword planted through it. What do you think their reaction will be?
Internet users are a tough and unforgiving audience. Instead of sympathising with your need to attract their business, they react badly to a badly-focussed page. Instead of taking the time to look for the information they want they will dump a site and move on to the next likely prospect. Trickery really doesn’t work in SEO.
It’s vital to ensure that your keywords match the intention of your pages. This might mean that you need to reassess your keyword list. If some of the more attractive keywords your research has revealed are on subjects you don’t intend to devote a page to, you simply can’t use them. Talk to us at SEO Consult Australia about the correct focus for your keyword list. Alternatively, if your business goals won’t suffer from a more targeted page, you might need to re-work your content so that the keywords are served better.
Why is this so important?
Matching keywords to content is vital to your page’s ranking. The search engines pay attention when internet users bounce from your pages immediately. It’s one of the indications of quality that factor into your ranking. More importantly, if you don’t focus your pages properly, you lose users.
For example, say a user types in ‘fluffy bunny slippers’ into the search engine. A number of sites come up, including your page which has the title ‘Bargain fluffy bunny slippers and nightwear’. The description tag also has a few choice keywords, including the main one in a couple of variations. Your page is appearing because you’ve optimised these tags and other aspects of your page well.
Then, the user clicks through to your page and sees ‘Fluffy bunny slippers, boys’ sleepwear, Power Rangers sheet sets’ as the main title. The content is a general blurb about how great your range of children’s bed wear and sheet sets is, with fluffy bunny slippers being used several times throughout the text. You’ve optimised the page well for your keyword, but the user is still going to click back through to the SERPs because you haven’t directly answered their need. Instead of finding a page devoted to fluffy bunny slippers, they’ve walked into an advertisement for general children’s sleep wear.
If you want to target a keyword, you have to do it properly. You might have chosen ‘fluffy bunny slippers’ because it’s a high-traffic keyword with low competition, but you can’t just take that keyword and use it for your own ends. Your users won’t put up with it. And when your users don’t put up with it, your ranking will eventually go down.
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Tags: Keywords, quality content, SEO Consult Australia, SEO content
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