Digging Deeper into Keyword Optimisation for Search Engine Optimisation
Search engine optimisation strategies have their foundation on keywords. Users type keywords, search engines interpret keywords, and websites are optimised for keywords. Although grammar is thrown out the door during a search engine query – grammar, linguistics and translations are part of search engine optimisation.
SEO (search engine optimisation) requires optimisation and keyword techniques to evolve with the developments of search engine patents and increased sophistication in search engine user queries. Search engines develop thousands of patents based on keywords, data collection, analytics, and user preferences to satisfy a user’s search engine request, and these patents grow more sophisticated over time. Search engines strive to determine the exact meaning of a few words that can hold a thousand different meanings.
Search engines have the advantage of collecting user information that search engine optimisation pursuers can’t. A user’s browsing history and online bookmarks can cue a search engine algorithm on the true meaning behind a search engine user query, but an SEO specialist has only keywords as a starting point. Heavy keyword analytics is a search engine optimisation specialist’s front line duty. Websites, blogs, bookmarks, descriptions, social media profiles, videos, images, articles and links will all be built around the glorified keywords.
The beginning stages of keyword selection for a search engine optimisation consultant or SEO specialist typically involves competitive analysis and running assorted sets of various keywords and phrases through a myriad of analytical tools as well as running tests on the search engines themselves. But by digging deeper into the trenches of keyword optimisation, search engine optimisation opportunities grow. Analyzing search results through alternating parts of speech, adding numbers, and choosing words that offer the easiest translation can all help build a refined keyword optimisation search engine strategy.
Optimising your keywords for translation is becoming a higher priority. The Internet is global. Internet translation services are becoming more sophisticated and translating a website is as easy as selecting “translate.” MSN uses the Rosette Linguistics Platform as a translation service in its information retrieval system, and thousands of translation applications are easily accessible to any search engine user. Online video websites even offer translation services. Translation services are not crucial for SEO if you are optimising a local business, however any website that can profit from international exposure must take translation opportunities into consideration during search engine optimisation development.
Both local and international websites can benefit from Yahoo’s 2006 research that pointed out the majority of search phrases contain a noun or pronoun followed by a phrase – such as “Ipods free”, rather than “free Ipods.” The study also pointed out that users frequently repeat searches by changing a number following the noun. For instance, a search for the movie Star Wars 2 is likely to be followed by a search for Star Wars 3.
It is also notable in keyword analysis that compound words and hyphenated words have been addressed by Google and MSN in patents addressing information retrieval, translation, anchor text and advertising. Algorithms are in place to identify separate words as compound words, and but to also examine them for translational purposes. International and local websites can benefit from a University of Pittsburgh Information of Science study which indicated that users in the US use search engine operators far more than European search engine users.
Search engine optimisation can benefit from keyword optimisation that looks at word forms, arrangement of parts of speech, and translational implications of keywords and keyword phrases. Search engine optimisation must include linguistics as a part of keyword optimisation strategies. Keyword optimisation can evolve just as language itself has evolved. The beginnings have already been determined by the search engine user. Search engine optimisation must evolve to speak the language of the search engine user, and the search engines themselves.