Why do rankings go up and down? Why can’t your site rank at the top for every keyword that is relevant to your site’s service or product? Well, as many of you already know, there are a lot of factors to consider when attempting to rank a webpage for a specific keyword. Some uncontrollable factors include competition, search volume and algorithm adjustments made to search engines. As for the controllable elements, there are on-page and off-page components of SEO that are utilized by SEO companies (like the Clix Group) in order to point the search engines in the right direction. Now, we’re back to answering the question, why aren’t you ranking highly for all of your relevant keywords?
In regards to the on-page elements of SEO, there are the traditional, core elements like title tags, meta tags, “h” tags and content. All of these need to be highlighting the core subject(s) of that particular page. For example, what if you had a page that is about a social media service? Rather than trying to stuff the title with keywords that are irrelevant to the page, it would be wise to focus on 1 or 2 keywords that are the most relevant to that page. I wouldn’t try to rank that page for “St. Louis SEO”. I’d rather have my specific SEO-page or homepage rank for that keyword. Instead, I would adjust the on-page elements of that page to match social media related keywords that affect that page.
Right off the bat, your site may be ranking certain pages on the search engines. The problem is, is that many SEO companies try to just run with the pages that are already ranking instead of trying to link the keyword search to the right page. This takes more time, but in the end it’s more beneficial for not only the company but also the visitors.
Don’t dilute you webpages with keywords that fail to match the page’s content. The idea that keywords should be interspersed throughout a site without a specific intention is wrong and usually gets you no where. When it comes to on-page optimization, point Google in the right direction with a laser focus on the keyword you are trying to rank for.