A search engine optimization expert can help you distinguish between the high performing keywords which need to be pursued with and those keywords which can be ignored. Once you have a list of keywords which you have to use for your websites, you can optimize the content of your web pages, blogs and even your social network landing pages around them. Experts use two important strategies when it comes to making the most of keywords to be used. The first strategy is called latent semantic indexing or LSI.
Latent semantic indexing is observed by search engine spiders to check for the relevancy of a website to a particular topic. What search engine spiders do is look at a primary keyword phrase and also a set of secondary keywords which are woven into the content. A set of documents making use of related sets of keywords, give the impression of content which is highly relevant to the topic related to keywords. By using LSI a search engine optimization expert can help in improving the search engine ranking of the website by generating a model where a set of documents can be analyzed for their relation to a particular keyword and the relevancy determined. SEO experts use categorization and summarization of documents, along with comparison of the concepts to generate content which can be ranked high. This is because search engines may not really need exact word matches for giving a high ranking. They can pick the best matched website based on values calculated using synonyms.
A search engine optimization expert is also likely to use what is known as long tail marketing. In plain language the long tail refers to the long list of keywords which are not as popular as the trending keywords and are infrequently and rarely used by different users. However, it is interesting to note that the web traffic involved with the long tail of keywords is very high, sometimes more than individual keywords which are extremely popular. Professional SEO experts and firms will help you filter out the long tail to get the list of keywords which could bring traffic, although they are infrequently used. The key is to create groups of keywords from this list and then optimize the content around it. Targeted content and even ads can help tap the traffic associated with these often ignored keywords.
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