Roofing websites have traditionally exhibited keyword stuffing which is a severely antiquated SEO content technique meant to boost search rankings. It worked quite well in the early of stages of Google since their algorithm was not advanced enough to properly interpret language. Fast forward to 2019, and it no longer works at all. In fact, it’s highly discouraged by Google and is enforced through their increasingly intelligent search algorithm. The presence of keywords is still important, especially in title and header tags, but they must be supplemented with high quality content and related terms. One way to ensure the ideal supplementation of related words is to utilize what are known as LSI keywords.
What is LSI?
LSI or Latent Semantic Indexing is an information retrieving methodology that is speculated to be utilized by Google’s algorithm. The method focuses on relationships and patterns between terms.
What is an LSI Keyword?
In regards to SEO, an LSI keyword is one that is not identical to the primary term of your page, but is related to it conceptually. It might be a synonym, or it might be a term that is found to be closely associated based on substantial groupings of data. Tools like LSIGraph.com track that data, and produce lists of LSI keywords based on a primary term.
LSI Keywords & Roofing Web Content
Roofers might wonder why they should care about LSI keywords. If you rank #1 for your primary keywords than you probably shouldn’t care. After all, the bottom line is what matters to most. But the reality is that most people reading this aren’t ranking #1, and probably not ranking #2, #3, or even #4. That’s why they are looking for tips to improve their SEO which will eventually increase lead generation. So here’s why those roofers should care. LSI keywords can enhance your content and help you rank higher on Google search results. The end result will be more consistent lead acquisition and a greater presence on organic search results. Roofers who take their content seriously can make gains in ranking positions. As we noted, many roofing websites continue to exhibit low quality content and engage in keyword stuffing. You can separate yourself from competitors by having more diversely written content, with more logical language. Not only does this signal to Google that your content deserves special consideration, but it makes for a better reading experience for the user. And as we know, how users behave once on your site, will heavily influence whether Google rewards you with a high ranking position. In summary, LSI keywords matter because:
- They Can Enhance Content
- They Can Increase Engagement
- They Can Influence Ranking
The Death of Keyword Stuffing
The emergence of LSI keywords should further cement keyword stuffing as an obsolete tactic that not only no longer creates positive results, but can actually produce negative ones. About a decade prior to this post’s publication, keyword stuffing was still working. It helped roofing companies rank #1 for certain terms. They would use their primary keyword up to 10% of the time and be rewarded for it on results. The 10% number is known as the keyword density. It measures how many keywords are within the content, relative to the total number of words. Density is no longer really a factor in today’s SEO. The only time you should take note of density is when it’s too high. You should not worry about your keyword density being too low. While you still want one instance of the primary term in the body content, and certainly want it in the title, header, and meta description, you really don’t need to use it much in the writing itself. You can use it several times if it is warranted, but you should really never approach even 10 instances of it, and certainly not 20. Unnatural and forced insertions of terms create a negative user experience. Not only can you lose rankings from this action in of itself, but you can further lose ranking based on users reactions. After all, they are Google’s clients, and how they behave on your website remains the greatest indicator of your site’s value. Keyword stuffing is:
- Antiquated: An old-school tactic that no longer produces desirable results in 2019
- Discouraged: Publicly denounced by Google on their Search Console Help page
- Manipulative: Intended to trick the search engine and its algorithm
- User Unfriendly: Facilitates a negative user experience
Diverse, Cohesive, & Informative Content
Usage of LSI keywords indicates a larger scale effort from a website and its writers to Google. It shows that content on your roofing website is diverse and cohesive, which is ultimately what Google, and most importantly; its users, want. Instead of a page that exists only to sell the service, a page that informs the consumer why this service is right for them, how it relates to their current problem, and how they can rectify the problem efficiently, holds far greater value. We understand that roofing websites exist for the contractor to make sales … to make money. But Google’s duty is to its users, and users will always prefer the more engaging content. It would be one thing if none of your competitors were improving their content, but that is not the case. We’re seeing roofers that invest in their content writing and marketing ascending on search rankings, while those who remain stagnant in their old-school ways are losing ground. Roofers should evaluate content based on the whether or not it is:
- Cohesive: Does the page tie back into a main subject?
- Diverse: Does the page use several unique terms and not harp on one phrase?
- Informative: Does the page meet the immediate need of the reader / visitor?
If you’ve answered no to any of these questions … you may have a problem. That problem is a website that was built using out-of-touch SEO tactics from the mid 2000’s. Depending on the level of competition in your current market, this could be severely hindering your ability to rank on Google. Content is one piece of the SEO puzzle, but it shouldn’t be ignored. It works best when accompanied by custom web design, clean coding, local maps placement, and technical optimization. Keep in mind also that Google’s algorithm continues to evolve as we speak here today. What worked 10 years ago, no longer works today. With that in mind, 10 years from today, the threshold for content may be even higher. The key is to view marketing as a fluid process that roofing companies must adapt to continually. It helps to have a digital marketing company on your site to help you get there.