It would be useful to create a report to reference while reading this.
Many of the measures in the report check for your keywords in particular situations.
Keywords In Document Title
Keywords In H1 Tags
Keywords In Header Tags
Keywords in Image Alt Tags
Keywords in Image Filename
Keyword In Emphasized text
Keywords in Outbound Link Text
Keywords In Outbound URLs
Keywords in Meta Description
Keywords In Meta Tags
Keywords In First Sentence
Keywords In HTML Comments
Keywords In Body Text
Keyword Saturation Levels
Total Keyword Count
We do not know just how much each of those may effect your web page so it’s important to check as much as possible. Sometimes there may not be a direct correlation but there may be an indication of an indirect correlation. You don’t always need to know the exact cause and effect. Simply just do what seems to work.
Not so long ago it was the norm to add as many keywords to your site as possible to convince Google to rank your sites at the top of the search results. That time has long gone, although it has transitioned through a few variations of specific keyword density. You may see keyword density still mentioned today but from our results it is clear that you do not need to add many keywords for Google to know what your site is about.
In fact it may be useful to think about keywords in that way. They are simply there to let Google know what your site is about. Not to improve your search ranking directly.
There has been a move towards what are referred to LSI keywords (more properly semantically related keywords). The basic idea being that in any text (web page) with a specific keyword, you would also expect to find other words related to that keyword. If you don’t then the text is probably not written naturally but written specifically to promote the keyword.
Google can use this to help identify good or bad content.
Note that semantically related keywords do not have to be variations of the main keyword i.e. dog training, training dogs, dog trainer, dog training collars etc. In fact there is evidence to suggest that these may all be treated as pretty much the same keywords.
They can be related by association i.e. collars, leads, animal welfare, puppies. Words that you are likely to see used within the same context as the main keyword. This shows a much more natural content than repeated keywords.
Having to many of the same keywords is known as “keyword stuffing”. This is now a huge no-no and if detected by Google will guarantee your site a swift plummet to the depths of the search results.
In fact the biggest impact from keywords may actually be the detrimental affect of overuse rather than the beneficial affects of keyword targeting.
Both automated (algorithmic) penalties and manual penalties can be applied to sites that keyword stuff.
So when looking at the Expert SEO System results on keyword measures it is important to keep this in mind. A “too high” keyword measure is likely to put you at high risk of penalties.
KEYWORDS IN URL
Another important consideration is the domain name. An exact match domain name (i.e. hirecars.com) used to have a huge benefit in the ranking ability of web sites. However recent changes in Google mean that exact match domains don’t seem to have the same “boost” they used to have. In fact in certain circumstances it can have a detrimental effect.
Google specify these as “exact match domains with poor quality content”. The issue was that the boost from an EMD was so good it would rank pages with very poor content. So in many cases good content went by the board.
So yes EMDs still rank but only if everything else is good as well.
In a recent study using 10,000 unique keywords and tracking the top 10 results it was clear that the amount of exact match domains in those results was almost exactly the same as the amount of near (or partial) match domains in the results. That seems to indicate that (all else being equal) that EMD and NMD domain names are currently equally as effective.
Using the keyword in the extended URL can also be seen as keyword stuffing. For instance hirecare.com/hire-cars/wedding-hire-cars may be seen as excessive use of the keyword.
All the above is for general guidance and to keep in mind when looking at the ESS report. Understanding some basic SEO can help you better interpret the ESS results, especially where there may be some borderline cases or situations where you are trying to assess the individual sites data.
Remember though that you should not completely disregard any ESS report data just because it may not agree with your current SEO belief.
Also be aware that changing the parameters of the keywords in one area of your site may affect other results. In some cases that may work to your benefit for instance if you have a overall low keyword count and a low keyword in outbound urls then increasing the keywords in your outbound urls will also increases the overall keyword count.
However it can work the wrong way as well so when looking at your keyword related report results you should look at them holistically and not just in isolation.
KEYWORDS IN IMAGE ALT TAGS
KEYWORDS IN IMAGE FILE NAME
Take another, but slightly different, example of interactivity.
Generally part of the advice to help rank your images in the Google results is to ensure that you use the keyword (you want to rank for) both in the ALT tag and in the image file name. This may well help your images appear high in the image search results and even in Google’s main search results.
So you now apply the same keyword to all the ALT tags and file names of all the images on your web page.
OK, with a bit if luck a few of your images start to appear in the Google image results. However the downside is that your page may now be keyword stuffed and you are at risk of loosing your page search rankings.
Better advice would be to use different keywords for each image. Preferably a description of the actual image that tells Google what it is.
There still may be interactivity of the results of course and re-running the report will show this.