One thing I have noticed is the changes in the report results since first starting with ESS. By that I mean the indicators that show Google evolving. Following these changes can give you some real insights into what Google is doing and where it is headed.
Re-running reports regularly will ensure you keep up with the changes but be sure to run the reports after any publicized algorithm changes.
The way things change can be a real eye opener, even if you are only running reports on a few sites and hence a fairly low dataset.
One big change I have seen is in the correlation with the primary long tail keywords. Again, not so long ago you could take a long tail keyword, maybe an EMD, add the keyword to title tag, text title, first paragraph etc. and expect to see a fairly swift rise towards the front page results.
However if you look at a few top ten results now you will see that generally the top ten sites do not have the actual long tail keyword at all. So how are they ranking for those keywords.
It seems Google is working more towards understanding the “overall content” rather than just specific keywords. All designed to make the search results more natural and less “game-able”.
So how do they rank for a keyword they don’t have?
Sure there have been examples of targeting a web page with anchor text that will rank the page for the anchor text keyword even though it does not appear on the site.
That is not what seems to happening here though.
ESS breaks down the long tail keywords into their constituent parts.
learn reiki healing is a long tail keyword and will produce a total of 4 keywords
learn reiki healing
Now by searching for all those keywords and reporting separately on each you can see that although the sites may not have the actual long tail keyword they will have some or all of the single keywords.
This may be something a lot of analysis tools miss as they only focus on the primary keyword. ESS will find not only the keyword but variations of it like learn, learning, Learned, relearn etc.
It is this kind of deep analysis that makes the Expert SEO System so effective.
Everything we have discussed in this and teh previous page is generally referred to as “on-page optimization”. So keep in mind the problems with over optimization but ensure you follow the guidance of ESS as that will show the current information you need to rank now.
Most of the keyword measures can be viewed in a similar manner and many will interact with each other. i.e. change a keyword measure here (add/remove keywords) and it may affect a measure somewhere else. Ensure your site keyword measures are moved to within the top 10 “range” and near to the “average”.
Things above “range” could be or lead to keyword stuffing issues and penalties. Look at the individual data when deciding what to do about measures that are not close to “average”.