Switch Your Content Focus From Keywords to Topics

Modern SEO: Think Topics, Not Keywords

Your company’s online ranking may not be as high as you would like, and you may be wondering how to improve traffic with search engine optimization (SEO). Placing SEO keywords in your content page helps search engines guide users to your site, but focusing solely on keywords is unlikely to improve your ranking. Although keywords remain relevant in online searches, SEO analysts have shifted their focus towards topics rather than keywords. If your site is loaded with unappealing content with inadequate navigation tools, your carefully picked keywords are not going to draw a sizable following. By shifting your efforts to improving your content and offering exciting topics, you can improve traffic and build a larger audience.

Analyzing Your Site

Before you add new articles, blogs or promotions to your site, take a long look at the site and all of its pages. Is your web design appealing to your visitors? Are pop-up ads appearing too often? Although the color scheme, fonts and site layout have little effect on search engine results, your site can be overlooked if it’s challenging to navigate. Your homepage is often the first thing visitors see when they search your site, and it should be visually appealing and straightforward to examine. View your website as if you are a first-time customer and determine which changes need to be prioritized. Some of the factors that deter users from staying on your site include:

• Excessive pop-up ads and promotions
• Offensive material
• Poorly placed navigation buttons
• Hard to read fonts
• Poor security ratings
• Numerous grammatical errors

Focusing on Relevant Topics

Strategically placed keywords can improve your search engine results, but the keywords must relate to the topic and article you’re composing. For instance, if you determine that the keyword “Local HVAC contractor” is your targeted keyword, you should publish an article related to the keyword. If an article on fruit trees has the keyword “Local HVAC contractor” placed frequently in the article, your ranking is unlikely to improve.

The focus of your content should directly correlate to your business goals, but each piece of content cannot be an advertisement for your company. Blatantly promotional content doesn't improve traffic, but you can gain the trust of your visitors by providing a valuable resource.

You’re an authority in your field, and you can share your knowledge by publishing entertaining and informative articles that answer frequently asked questions. When you provide a free service like creating exceptional blogs and articles, visitors are more likely to return and increase traffic.

Studying Your Competitors Tactics

One way to improve your topic selection is to research the competition. Why are your competitors drawing more traffic? Flip through their pages and read every article on their sites. The highest-ranked sites typically contain intelligent articles with numerous comments, simple navigation and creative design schemes.

You may find a blog on another site relating to your field that doesn’t seem right. Maybe, it’s filled with inaccuracies, or it fails to answer a relevant question. Study the content and use it as a source for your next article. If you publish an extraordinary article based on the same subject, the search engines are more likely to direct users to your site.

Your competitors’ pages can be a source of inspiration for your team and a way to triumph over their inferior content. Study the topics your competitors are using and set goals to compose superior articles.

Testing Topics in Search Engines

Testing a long list of keywords in a search engine was standard procedure a few years ago, but rather than using keywords, try plugging in topics. How do you generate the topics? Try researching which topics are frequently searched by your target audience. Find out which sites your audience visits and study the comments they make.

You can also connect to your potential customers through chat forums and social media for topic ideas. Ask your followers what they enjoy when they first visit a site and which subjects appeal to them the most. Customer-driven topics are more likely to draw increased traffic than a long list of keywords you’ve used for several years.

Asking for Feedback

After you begin posting new articles on your site, pay close attention to the comments. Although some may be unhelpful or possibly too aggressive, customers often lead constructive remarks that can help you improve your site. If you see a comment that catches your attention, reach out to the user through e-mail or social media to continue the discussion. Avoid engaging with offensive users and getting into a fierce online fighting match.

Although feedback is not always positive or flattering, it can help you understand your consumer base and improve your ranking. Search engine research and SEO keywords are continuously evolving, but your ranking will climb if you focus on improving your most visited pages with sensational content and engaging topics.

For professional help with your website design and creative digital marketing solutions, you can contact Fitz Designz.