Nowadays, exact match domains and anchor text can be a huge no-no. The focus on being search engine friendly is to include more natural and user-friendly terms that actual humans would search.
Why Variation is Important
In the post Penguin-era, it’s important for an SEO campaign to include different keyword variations, synonyms and long tail terms to catch everything that could fall in between the cracks. In some industries, such as the health or legal field, it can be difficult for clients to give the okay on including more broad or all encompassing terms. The key here is to have content with the correct jargon but to be open to the idea of focusing on queries that customers are likely to search, even if it’s not “technically” correct. There are ways to make this point clear with the content you add and educate your visitors.
Search Traffic Matters
It may be difficult to explain to clients why it’s important to focus on terms that they aren’t necessarily interested in. For example, if they are only interested in very specific phrases with low to no search traffic, aggressively pursuing these keywords might not bring a worthy ROI. On the other hand, focusing on related terms that are searched more often will help bring relevant visitors you need to your site. Once you establish favorable rankings focusing on these keywords, you can zero in on more niche and specific keywords. Having a strong foundation to tie it all back to is important in maintaining your rankings.
Are You Convinced?
Branching out of your most desired keywords list also means including branded terms and even throw away terms. Of course, you’ll still have a main list that you’re actively optimizing for, but it doesn’t hurt to diversify.
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