Up until this point, keywords have been a major focus for anyone trying to rank better in organic search results. And I’m not telling you that you should stop optimizing for a single keyword or phrase—but you should stop optimizing for a single keyword or phrase.
So, how are you supposed to optimize your website without focusing on specific keywords? That’s simple: topical optimization.
What Is Topical Optimization?
Today’s search engine ranking algorithms have a heavy focus on content. In the past, we’ve searched for ways to improve content with keywords, but now, keywords don’t matter as much. And that’s where topical authority comes in.
With topical optimization, the goal is to write effectively about a topic instead of trying to work around a particular keyword. Why will this help you rank better? Majority of people search long tail keywords, and by answering questions or providing information more naturally—instead of keyword stuffing—content will do a better job relating to their search queries.
The Importance of Long Tail Keywords
Why should long tail keywords be a key part of your SEO strategy? When you target a long tail keyword, you can better predict the searcher’s user intent. With a better understanding of what the user is searching for, you can better tailor your content to those people that actually want your products or services. That’s not the only reason why your content should be optimized for them; long tail keywords are also important because:
Roughly 70 percent of page views are a direct result of long tail keywords, so instead of focusing on a single competitive keyword, you can create more substantial, natural, and helpful content.
They tend to be a lot easier to rank for than more specific single or double keyword phrases.
Specific searches are more likely to convert to sales than broad searches because it shows the searcher’s interest level.
How to Improve Your Topical Authority
Topical optimization doesn’t mean you have to have a single page or blog post that answers every search query. Doing so will only limit the amount of pages you could potentially rank for and could make it more difficult for searchers to find the content answering their specific query. Instead, work on building out your service areas more thoroughly by focusing on long tail keywords people are searching.
For instance, an HVAC company would be trying to rank for a keyword such as “furnace repair.” Most people optimize the page for one or two keywords and simply move on to the next topic. Don’t do that! Instead, use your keyword research to help determine how and what potential customers will be searching—knowing the different intents is crucial to successfully optimizing your content. With “furnace repair,” there could be a few different intents. Searchers could be looking for a particular brand of furnace, DIY repair advice, troubleshooting, repair pricing, maintenance agreements, etc. In order to dominate for a particular topic, you need to address all the possible queries—but not on one page.
Use this research to help build out more pages and to enhance current ones. With this method, your pages and blog posts will target a specific group of keywords that are all focused around a slightly broader topic. This will give you a chance to dominate a particular topic through multiple related pages, each focused on a specific visitor intent. Don’t just be an authority in the industry; be THE authority.
Be THE Authority in Your Service Area
Creating valuable content that answers a searcher’s query is vital to ranking better in search engine results. The problem with content marketing is that it takes time and resources—which not all small business owners have access to. If you own a business, chances are you have a lot better things to do than sit around writing blogs and webpage content. That’s where we come in.
About The Author: Katie is a content marketing specialist at Blue Corona. Outside of content creation and SEO, Katie enjoys stuffing her face with nachos, online shopping, and binge-watching Netflix.
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