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What they tell you when it comes to SEO Copywriting is that, to optimize an article, you just have to choose keywords with the highest search volume and place them in the right place within the text.
What they don't tell you is that this practice is of little use, especially if for that particular keyword, you find yourself competing with sites of a certain level.
So what is the best strategy? Think about the Related and Secondary keywords.
If in the previous article I showed you what it means to conduct a Keyword Search, according to a Semantic approach, today I want to delve into the topic by talking about how to place a text, thanks to Related and Secondary Keywords.
Related and Secondary Keywords: What are they?
Before I talk to you about choosing Related and Secondary Keywords, I have an obligation to give you at least a little explanation of what they are.
And to do so I can only start from the concept of Semantic Field, which, according to linguistics, can be defined as:
"a set of words of the same language that refer to the same organized group of meanings somehow linked to each other. This is possible, for example, when two words share a semantic property."
Now, this definition is about the real language and not the search query. However, I don't think there's that much difference. Think about it: in the end it is as if the web has its own language, defined by user queries, and in which words are represented by search keywords.
At this point, moving from the linguistic context to that of SeO Semantics isn't that difficult, do you think? Just as each language has its own Semantic Field in which the different words are related to belonging to a group of meanings, so does Google has its own Semantic Field of Relevance, in which keywords and key related and secondary keywords share relevance in terms of search.
How to choose Related and Secondary Keywords
There are several tools for finding Related and Secondary Keywords. I recommend two, simple to use and absolutely free:
- Google's keyword Planner Tool, which also provides an indication of your monthly search volume
- Related searches, present in the SERP bottom box
To choose the Related and Secondary Keywords that are most useful for the placement of your article, you'll need to pay attention to these factors:
- Choose a highly related Search Key with the main
- Make sure it has a high search volume
- Verify that it is underused in texts that are positioned for the main keyword
All right, great. That's it? Not quite. Now let's get into the merits of one of the practices related to SEO Semantics, perhaps most discussed: the Expansion of the Semantic Field of Relevance.
Are you ready? Okay, let's get started…
Semantic Field Relevance Field Expansion
Let us ask ourselves a question: when we compose a text, for whom do we write first? In my opinion for the user who will have to read us and that, if we are good, will reward us by sharing and appreciating our content.
So a text must be useful to our readers first and foremost. Useful because it can answer the questions that users ask the search engine on a daily basis. Also useful because it can answer those questions, not typed on the search bar, but placed around the web.
To compose good text, rewarded by readers and the search engine, we can not only search for the queries typed, but we have to scour the web in search of those questions still unexpressed.
How can we do that?
Conducting a Latent Semantic Analysis (LSA), i.e. the detection of latent concepts, present in online conversations on industry forums or social networks.
This is the first step to take, for the expansion of the relevant semantic field.
The second step is, then, the insertion of such latent concepts into the text. First of all, I identify one or more words that clearly represent latent concepts, and then I optimize the text for both keywords and words in question.
At this point, we just have to convince Google!
We return to the forums or sites where we had conducted our LSA and actively participate in the conversations, inserting comments that contain the keywords and latent concepts for which we have optimized our article. No links to our site, no brand key. Simple online conversation.
What will be the result?
Well, if we've been good and tenacious, we'll see the words about latent concepts appear among the Related Keywords of our main keyword.
Here's an Expansion of the Search Engine Relevance Semantic Field.
Do you think it's going to work? Will you try? Tell me in a comment!