{"id":168407,"date":"2019-01-13T09:45:33","date_gmt":"2019-01-13T14:45:33","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=168407"},"modified":"2022-10-04T15:08:53","modified_gmt":"2022-10-04T19:08:53","slug":"seo-converting-keywords-to-link-authority","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/seo-converting-keywords-to-link-authority","title":{"rendered":"SEO: Converting Keywords to Link Authority"},"content":{"rendered":"

Keywords have the power to change your natural search performance, but not in the way you think. The importance of keyword data goes beyond title tags and headings on a page. Think of keywords as a hoard of opportunities to increase your link authority via content creation and promotion.<\/p>\n

\"Identifying

Identifying keywords that prospects most search for will dictate content, which, if engaging, will prompt others to link it, increasing your site’s authority.<\/p><\/div>\n

Link authority is one of the most critical influencers of how a site ranks. It is the aggregation of all of the links it receives from others. Each of those other sites has some amount of link authority. When they link to your site, it\u2019s a vote of confidence that indicates that your site has some value or authority worthy of linking to on a particular topic.<\/p>\n

Search engines then use that topical vote of confidence to determine how your authority \u2014 or worthiness to rank \u2014 compares to other sites each query.<\/p>\n

So how do keywords increase link authority? They indicate the content you need to create to convince other site owners to that your site is worthy of linking to, which in turn conveys worthiness to rank.<\/p>\n

Keyword Data<\/h3>\n

It all starts with the data. Keyword data helps you understand your customers and prospects \u2014 what they want and need. When they enter a query into the search bar, they\u2019re expressing a desire to learn something or buy something.<\/p>\n

You can use that information in aggregate to inform overall content strategy as well as individual pieces.<\/p>\n

I’ve addressed the mechanics of keyword research and analysis, at \u201cSEO How-to, Part 5: Keyword Research in Action<\/a>.\u201d<\/p>\n

Content Strategy<\/h3>\n

With keyword data firmly in hand, you can better understand the types of information searchers want and their intent behind that desire.<\/p>\n

In addition, you\u2019ll know which desires drive the most search demand. The more people searching for a topic, the more valuable it becomes for you to target in your content.<\/p>\n

For instance, say you sell gift baskets. Keyword data would tell you if people want fruit baskets and wine baskets in greater numbers than chocolate baskets. It could also tell you the popular gift recipients (such as men and business gifts) and popular gift-giving occasions (such as Christmas and birthdays).<\/p>\n

Based on that information, combined with current organic search data and your knowledge of which products are most profitable, you can assemble a content strategy and roadmap.<\/p>\n

For more on using keyword data to inform your content strategy, see \u201cSEO: Driving Content Strategy with Keyword Research<\/a>.\u201d<\/p>\n

Individual Pieces<\/h3>\n

Next, with the strategy in place, develop an editorial calendar of individual content pieces.<\/p>\n

\u201cContent\u201d in this context means anything you put on a web page that fulfills the consumer\u2019s desire and intent. That could be a quiz, a buying guide, a how-to guide, a video, an illustration, or a long-form article.<\/p>\n

It is not referring to pages crammed with keywords solely to attract search engines. If your content doesn\u2019t engage consumers, they won\u2019t share and link to it. That defeats the search engine optimization goal of creating the content in the first place.<\/p>\n

Collaboration<\/h3>\n

But it’s not enough to do the research and hand ideas over to the designers and developers to implement. Creative collaboration is key to ensuring that the content will drive natural search value when it goes live.<\/p>\n

There are guidelines for content, regardless of the form, that drives the most value for SEO.<\/p>\n