ONSITE CONTENT OPTIMIZATION

OVERVIEW/PRIMER
ONSITE CONTENT
HOW ONSITE CONTENT IMPACTS RANKINGS

Search engines want to prioritize the most relevant

content possible for different searches and search

terms (also known as keywords).

One of the ways search engines are able to tell that

content on a webpage is relevant for a particular search

term, is that the term appears in the body of the

content on the page.

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KEYWORDS
UNDERSTANDING TARGET KEYWORDS

Let’s explore an example, if you were interested in finding an italian

restaurant in NYC - you might type Italian Restaurant NYC into the search

bar. Google could quickly find pages that included all of those terms, but

there’s going to be hundreds of pages that include the words “italian”,

“restaurant”, and “NYC” (or variations on NYC - such as “new york” and

“manhattan”).

To surface the most relevant results (as opposed to just a diner in NYC

which has an italian sub on the menu), Google looks for additional “focus”

keywords in the copy of the page to help determine that the ENTIRE page

is relevant to the search term, as opposed to just one line on the page.

Onsite content refers to both VISIBLE (page copy) and INVISIBLE (meta

data) content.
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FOCUS KEYWORDS
UNDERSTANDING FOCUS KEYWORDS

Focus keywords help search engines determine how relevant a page is to

the term that was searched. So if I search Italian Restaurant NYC google

would expect a relevant page to have some terms on it like pasta

and parmesan, maybe burrata.

The more terms included in the copy of a page that google knows are

relevant to italian restaurants, the more likely google is to prioritize that

result in the search results compared to a page that has less focus

keywords.

Search engines also take into account the frequency of certain terms on a

page. For example, how often a terms like entree or course are used can

help a search engine understand if a page with terms relevant to italian is

also relevant to restaurant as opposed to deli.

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IMPROVING CONTENT
THREE-STEP PROCESS

1. Keyword Research - What terms would you want to rank for,

what types of keywords or search terms would a user looking

for your business put into the search bar?

2. Ranking Analysis - Look at the keyword metrics to determine

how difficult it will be for your site to rank for each of the

identified terms. More difficult terms (terms with more

competition) will have to have longer content, with more focus

keywords included, for your site to be able to make it onto the

first page of search results.

3. Content Optimization - Incorporating focus keywords so that

Google, Bing, and other search engines know exactly what the

content on the page is about and when to surface your content

as a search result.
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KEYWORD RESEARCH
SELECTING YOUR TARGET KEYWORD FOR OPTIMIZATION

When optimizing content for search engines, you cannot be all things to all

people. A page is unlikely to rank for both fancy birdhouses and italian

restaurant in NYC, those two terms will have almost no overlapping focus

keywords. This means that sites need to optimize content for the the types

of users (and searches) which are most likely to bring converting traffic to a

website.

1. Targeting for Volume - For a site where the profit model functions off of

advertising and/or readership, it makes sense to prioritize keywords

sheerly based on their volume. The more eyeballs on a site, the more

likely content is to be shared, and the more advertisements will get

viewed.

1. Targeting for Action - For sites where the profit model functions off of

purchase, or participation, we want to look at the exact search terms

being used. When it comes to converting traffic, the intent behind

keywords becomes much more important. PREPARED BY LINKGRAPH.IO

SELECTING TARGET KEYWORD (EXAMPLE)
RESEARCH USING AHREFS

● Look for terms with high clicks (not just high volume)

● Select terms with lower KD (Keyword Difficulty) when possible

● Pay attention to the “parent topic” column

● Try to pick terms the article or page is already ranking for organically
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RANKING ANALYSIS
ESTABLISHING FOCUS KEYWORDS - STEP 2

Once our target keyword is selected, we want to identify our focus

keywords. How do we know which additional terms (focus keywords) need

to be on the page for Google to recognize your content is hyper relevant for a

search (target keyword)?

1. We run that search ourselves, and then look at the top 10 results, and the

content/terms on each of those pages, especially common terms across 2

or more pages. The more of these pages the term appears on, the more

likely that term is to be an important focus keyword.

2. We also go to the source and look at google’s keyword tools and their list

of “related terms” for our keyword.

3. Based on how many focus keywords are already incorporated into our

copy, and how competitive the keyword is, we can “score” the content EXAMPLE COPY
and determine if it’s capable of ranking in the first 3, 5, or 10 search This copy currently has only a few focus keywords in the
results - or if we need to incorporate additional focus keywords or terms. copy, and is not capable of ranking on page BY
PREPARED 1 in search.
LINKGRAPH.IO
FOCUS KEYWORDS FROM EXAMPLE
OPTIMIZING FOR TERM BEST ITALIAN RESTAURANTS NYC

Based on this research, here are some additional terms (focus keywords) shared by a number of the pages ranking

in the top 10 positions in google, that we can consider incorporating into our content.

● Del postos ● Village restaurants ● Tasting menus ● Little italy

● East villages ● Midtown west ● City guides ● Locanda Verde

● Italian restaurant ● Romantic restaurants ● Special occasion ● Danny Meyers

● Via carota ● Central park ● Wine bar ● Restaurants in New York

● Il bucos ● Brick oven ● Fine dining

● Meatpacking district ● Traditional italian ● Cocktail bar

● Rida sodi ● Date night ● Italian food

● Cheap eats ● Italian spot ● Times square

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CONTENT OPTIMIZATION
INCORPORATING FOCUS KEYWORDS - STEP 3

Not all focus keywords will be relevant to your copy, you will need to

review the list of potential terms and incorporate them intelligently into

your copy.

1. We run that search ourselves, and then look at the top 10 results, and the

content/terms on each of those pages, especially common terms across 2

or more pages. The more of these pages the term appears on, the more

likely that term is to be an important focus keyword.

2. We also go to the source and look at google’s keyword tools and their list

of “related terms” for our keyword.

3. Based on how many focus keywords are already incorporated into our

copy, and how competitive the keyword is, we can “score” the content
EXAMPLE COPY
Additional focus keywords have been added to this copy,
and determine if it’s capable of ranking in the first 3, 5, or 10 search
for the target term “best italian restauraunts NYC.” These
results - or if we need to incorporate additional focus keywords or terms. terms have been highlighted in blue.
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CONTENT OPTIMIZATION PROCESS
HOW LINKGRAPH OPTIMIZES ON-SITE CONTENT FOR CLIENTS

2. RANKING ANALYSIS 4. SITE PUBLICATION

We review your existing site content for Content is added to our client’s site, and

pages that can be reworked to improve we do a content-pass to ensure all tags

rankings. If no suitable pages exist, we and meta information have been setup

will need to create a new site page and/or correctly, and advise on CTAs / internal

blog content. linking.

1. KEYWORD SELECTION 3. CONTENT OPTIMIZATION

Our search specialists help you select Our 50+ editorial team creates content

high-converting target keywords, and that will be relevant to your users, and

maximize SERP impact, given your send relevancy signals to search engines

budget and growth goals. through the intelligent use of focus

keywords and H1, H2, and H3s.

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RANKINGS = TRAFFIC
CONTENT THAT SHOWS UP ON THE FIRST PAGE OF SEARCH RESULTS GETS THE MOST TRAFFIC

The majority of users never move past the first page of search, and most users don’t go past the first three

organic search results. Different keywords (searches) have different click-through-rates, so you want to target

terms with higher volume and higher click through rates.

On average results in:

● Position 1 receive 33% of the clicks from a search

● Position 2 receive 15% of the clicks from a search

● Position 3 receive 9% of the clicks from a search

The combination of onsite content optimization, link building, and social signals (social media posting)

produce fantastic ranking results and as a result - organic traffic improvements.

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RESULTS
IMPROVED SEARCH EQUITY

Improved Rankings More Organic Traffic

More Awareness Higher Value Visitors

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THANK YOU!
Please feel free to reach out with any additional questions!

Contact us:

www.linkgraph.io
(929) 377-1035
[email protected]