Why Technical English

Why I busy myself with keywords for Internet search engines

June 23, 2012

Composed by Galina Vitkova

Dear friends of Technical English,

I have three blogs, all of them are related to Technical English and all of them are not popular with search engines. So I decided to study the topic carefully to make search engines to catch sight of my blogs and send more visitors to them. Concurrently I desired to prepare an interesting technical text apposite for studying Technical English and discussing the issue.

First, I have tried to sum up current technical terms to make them quite clear for me and possible visitors of my blogs. Unfortunately I met some terms, which I could not find explanation for.

Further, I have again looked through how search engines work to be better at getting my blogs to the top of search results. Finally, I have chosen from studied materials those recommended steps that I am able to accomplish in order to put keyword in right places. I wonder if my new knowledge will attract more visitors to this post.


English: The three biggest web search engines

English: The three biggest web search engines (Photo credit: Wikipedia)

Keywords basic terminology

A keyword is a word used to make a search. Elsewhere, instead of a keyword a query or a tag is used too. Of the billions of made searches you need to decide which ones you want your site to come top of the Search Engine Results Pages (SERPs) for.

A keyphrase is a collection of words used to make a search (an equivalent to a keyword).

A target keyword is such a keyword which will bring your site to the top of a SERP. There are some online tools that can help you find and choose your target keywords.

A head keyword carries the highest volume of search engine visits. It is also called a primary keyword.

The long tail of keywords can be created by different combinations of head keywords and the number of such combinations is almost endless. The more numerous is your tail of keywords, the more is a number of your site visits by search engines. Furthermore, the long tail offers more potential for profit than the head ones.

A keyword niche is a group of keywords containing a single ‘seed’ keyword. So we target groups of keywords, i.e. a keyword niche

A primary keyword is a keyword that has the highest volume of search engine visits (it is searched for more frequently) and is the head keyword. It is the most popular keyword that has the most potential to attract traffic.

A secondary keyword has lower volumes (it is searched for less often).

Usually you choose one primary keyword, but you might also pick two or more secondary keywords.

How search engines work

Understanding how search engine work helps getting your website to the top of the SERPs. See e.g. the video on http://www.google.com/competition/howgooglesearchworks.html about how Google performs.

Every day Google answers more than one billion questions from people around the globe in 181 countries and 146 languages. 15% of the everyday searches have not been seen before.

Let´s drop a look at main steps of Google search activities.

Crawling. Google visits billions of website pages and finds more and more pages by following (crawling) the links it uncovers on previous billions of pages.

Indexing. When visiting website pages Google stores the information about every found page in the index. Google’s index is like a huge filing system for all the pages it finds.

English: This image shows you various ways of ...

Matching. When a searcher starts searching for anything, for any item Google searches its index for all the pages containing the item. Typically, Google will find thousands, even millions, of matches for a search.

Ranking. Google uses over 200 factors to decide what order to display the matching pages. Each matching page is scored for each of the 200-plus factors and the scores totaled. The total score is then used to rank the matching pages and decide the order the results are presented on the SERPs (Search Engine Results Pages) for (highest at the top).

Ranking factors include (for each page) for instance:

  • How often the keyword is used on the page
  • Is the page from a high quality website, or is it low quality or spam?
  • How many links from other pages and sites point to the page (and how important are those links)?
  • The percentage of searchers that click through (clickthrough rate – CTR) to each listed page.
  • The percentage of searchers that, once they have clicked through to a page, come straight back to the search results.
  • How much (and by whom) a page is referenced on social sites like Facebook, Twitter and Google+.

The detailed guidance enlightenment explanation of the issue is given in http://www.wordtracker.com/academy/seo-made-simple.

PS: Find additional information about search engines in Search engine – essential information, December 29, 2011; Search Engines The presentation at the SKYPE conversation conference on 27th August 2008.

If you want keywords to bring you the highest effectiveness, put them in appropriate places

And now when you have chosen and set all keywords recommended by professionals you should put the keywords in appropriate places. There are many recommendations related to the issue. From what I have studied trying to attract search engines to my blogs I have learned it is mainly necessary to:

  • Include the keyword that you determined as a primary in the title of your writing (preferably near the beginning).
  • Describe in the description tag using both the primary and secondary keywords what the article or web page or a post is about.
  • Write the first paragraph of your article or web page as an overall summary including both primary and secondary keywords.
  • Map out the structure of the article, writing a heading and subheading that each contains keywords. Among others, it focuses your mind on what you really want to say, and the quality of your writing will improve.

mappa_blog (Photo credit: francescopozzi)










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