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How Does Your Blog Content Help in Search Engine Ranking?

Content is the backbone of every successful Internet Marketing campaign. Content comes in many types but the most popular form is the written (article) version. People come to a site seeking information and the written word is the best way to convey the message. Written content is also important for SEO because the search engines have inbuilt algorithms to analyze written content on sites. More importantly, written content is the best way to showcase niche relevant keywords to search engines. Keywords are the ‘labels’ with which the search engines categorize sites to their respective niches. If your site has more keywords, all contextually placed within articles, search engines perceive your site as an ‘authority’ on the niche. If content is ‘king’, the keywords are the Crown of that king.

Keywords are single words or phrases that people type in the search box of the search engine, when they are googling for information. The search engine lists results of sites that have the same keywords in the content and so, bloggers like to over-optimize keyword content. This can however be detrimental to the site because search engines also are adept in catching and penalizing sites that overuse keywords. Moderation, relevance and contextual placement of keywords are more important than quantity.

Modern day search engines are slowly moving away from keyword based search concept to a topic based knowledge concept. The idea behind that is to provide more relevant search results for users. Google compiles a huge list of information called knowledge base, which has a large topic, interconnected with a big list of related topics forming a huge ‘knowledge bubble cloud’. When the searchers type in a query, all relevant (important) information about that query is automatically shown in the results and the users need not click on the links provided in the results! This somewhat negates the keyword search concept and is big setback for bloggers who rely on it to get traffic.

It is not doom and gloom for bloggers though because the knowledge base concept is not all encompassing. There are simply too many niches and topics under the sun and each topic gets updated with additional new things almost on a daily basis. So, the knowledge base by itself will need a lot of updation and the search engines will again rely on blogs and sites for this. If your blog has up to date information on your chosen niche and has enough content to become an authority of the niche, the search engine will choose your site as the knowledge source! All you need to do is create your own ‘knowledge cloud’ for your blog. Make sure that you cover all related topics and keywords in your niche with the content. You’ll then have a better chance when compared to blogs that simply rely on keyword optimization.

Keyword tools will help you in identifying the cluster of LSI keywords (related words to the topic of your choice). You’ll then need to create content that encompasses all the LSIs, so that you have a knowledge cloud that is good enough to bestow niche authority on your blog.

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