May 23rd, 2010 by Susie

We all know the golden rule when it comes to web content and keywords is that relevance is king. Anybody researching search engine optimisation tools or hiring SEO services will no doubt have had the word ‘relevance’ drilled into their brains from day one. Some forms of relevant keywords are obvious, whilst others require a little more dedication and effort to uncover. It is not uncommon for a company to do extensive research to discover the best keywords for them, and research does pay off as the more relevant content is, the more successful your website becomes.

However, the question is, once a website is up and running well and getting high page ranks and a good click through rate (CTR), does keyword relevance just stop? After all, the extensive research has paid off and your website is performing well, so surely there is nothing left to do apart from sit back and reap the benefits? Unfortunately search engine optimisation is an ongoing process and no matter how well it is working, it should not be left to its own devices. Trends change as does consumer demand, so what is relevant at one point in time may slip down the list at another.

Before the panic sets in, having a revamp on your relevant keywords and links does not mean you have to start from scratch. All your hard work was not for nothing and if you have a solid base for your keywords and links then it is more a case of making a few tweaks and updates as opposed to starting all over again. There are a few things to consider when refreshing your keywords and all are simple techniques which will help keep you top of your game.

Look at extensions or alternatives to your keywords for starters. The main keywords you use will still remain, however trends in the way that people search may mean they now associate a new word with that keyword, so identify these and create some long tail keywords that are specific to today’s market. The same goes for the word order within key phrases, mix it up where you can so that all eventualities will be picked up.

Keep it clean. Most companies frown upon so called ‘black hat’ techniques, however some people still do use unethical methods to increase their ranking within search engine results pages (SERPs). Be careful with this as most major search engines are updated regularly and are becoming cleverer by the minute, so something which they did not pick up on originally may now be identifiable to them.

Lastly, ensure that all pages within your website are clear as to what information they are offering. This is particularly important in your tags, as you want to ensure that if a consumer searches for your contact details, that they land on your contact details page. Having a clear identity and purpose for each page will not only benefit your search rankings for SEO, but also the navigation and ease of use of your site.

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