“Search engines rank individual pages, not your site as a whole,” writes Nick Stamoulis at Search Engine Optimization Journal. “This means that each page should be optimized for itself by choosing the keywords that most closely reflect the content.” As a result, many businesses build web pages around their target keywords.
But Stamoulis believes in reversing this process, integrating only keywords after you have created high-quality content. Here’s why:
Text written around specific keywords often seems disjointed or haphazard. It is important to prioritize the experience of your human visitors. You want to rank well so they can find you, obviously, but you also want to make a sale. And if potential customers see keyword-laden gibberish, the chances of that happening become less likely. Plus, as algorithms get more sophisticated, this style of writing won’t even appeal to search engines.
Individual pages can grow outside of initial keyword research. If you use certain terms as the basis of the page, you lose some flexibility as your site evolves. “You may find it beneficial to add new pages while condensing or removing others,” Stamoulis notes. “Choosing your keywords first can limit your creativity and [affect] the overall flow of your site.”
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