Search Engine Optimization All-in-One For Dummies, 3rd Edition

Chapter 3

Adding Keyword-Specific Content

In This Chapter

• Creating your keyword list
• Developing content using your keywords
• Including synonyms to widen your appeal
• Deepening your content for semantic search
• Optimizing your content for search engine rankings
• Finding the best tools for keyword integration

You may have a website already up and running, or you may be in the planning stages of a brand-new site. Either way, you should be ready to identify where you have content holes that need to be filled. In this chapter, you hone your skills at creating content that can rank well with the search engines.

First, ask yourself: What is my website about? The answers to this question give you a foundation for all your content planning and writing. Some sites try to be everything to everybody, but those sites don’t rank well in searches. When a site’s content is unfocused and too general, search engines can’t figure out what the site is about. The site doesn’t demonstrate expertise in any one thing, so the search engines don’t know what search queries the site is relevant for. The result? The site doesn’t rank well in search results.

You must clearly know your site’s main subject themes, or the primary categories of information in your site, as a first step to planning and writing effective content. In a nutshell, you need to identify your themes, categorize them into pages, and then create focused content on those subjects. This is what we cover in this chapter. (For more on how to ...