Don’t be afraid to stem keywords - By: Gen Federico

There is a lot of talk in the SEO community about how important keywords are, but very few SEO experts take the time to describe exactly how they work. This leads to a lot of confusion, and to keywords being used like mechanical keys, rather than meaningful words.

It’s true that search engine optimisation is a technical subject in most ways. This leads to a certain technical mindset, which sometimes leads newcomers astray. This is particularly true in the areas in which SEO deals with words, which do not always behave in technical ways. You can’t sandwich keywords into sentences like bricks and mortar, although a lot of new internet writers do try to do things this way. Keywords need to make sense within the sentence.

The search engines are also aware of the way words work, and are surprisingly sophisticated in the ways they detect logic within text. A lot of newcomers to SEO assume that the search engines require keywords to be laid out verbatim, expecting that a machine won’t be able to decipher ‘designer bootleg jean’ from ‘designer boot-leg jeans.’ Some site owners are too scared of putting search engines off to even insert punctuation in their keywords, so ‘women’s jeans’ becomes the less-than-impressive ‘womens jeans.’ Talk to our experts at SEO Consult Australia about your options when it comes to keywords. In truth, the search engines can deal with permutations of keywords that deviate much more from the original.

For this reason, it is generally considered acceptable to expand and stem keywords, within reason. For example, you can push your ‘designer jean’ keyword out to include ‘designer women’s jeans’ or ‘designer Diesel jeans’. These can be easily retracted to the original keyword. Go too far and you do face the risk of your keywords not being recognized as such.

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