Identifying related keywords - Related keyphrases and keywords have a similar meaning or inference to your main keyphrases and keywords. There is reliable empirical evidence that Google and other search engines make increasing use of semantics in assessing the quality of a page for ranking purposes. A low-quality web page, designed by spammers for search engine, rather than human, consumption, will typically be crammed full of the same search phrase, repeated over and over again. It won’t contain the related words.

A high-quality page (naturally written) will, by contrast, typically be full of words semantically related to the main search term used. As search engines move ever further toward employing semantic intelligence in their ranking systems, using related keywords will become ever more important to avoid scoring low in the rankings. Perhaps more importantly, you should remember that the phrases you might use to search for something will not be the same phrases that someone else would naturally use, so some research is required.

Consider Doug Chalmers, purveyor of fine antiques in Windsor, UK. Doug specializes in “Victorian furnishings,” so (before reading this book) he was very set on ranking well for that particular keyphrase.

However, a full related-word check revealed many alternatives – including old, classic, antique, furniture, vintage, rare, Victorian, antiques, and collectible – with “antique furniture” being the most attractive choice. Without an ontological check, he could have wasted a great deal of time and energy on too narrow a selection.

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