Strengthening Your Keyword Strategy

Determining Relevancy and Trustworthiness

• Entity and Expertise are key factors in determining the relevancy and trustworthiness of content according to Google
• Expertise is about the credibility of the author or creator of the content

UCDavis Extension's Winemaking Course

• The main focus keyword for UCDavis Extension's winemaking course is "winemaking"

Page Optimization

• A page should contain comprehensive, relevant, and informative content to be seen as more relevant for the focus keyword
• Optimizing a page for a focus keyword involves creating content that is comprehensive, thorough, and detailed

Alternative Valid Keyword Selection

• The purpose of using alternative valid keyword selection is to help search engines understand the context and relevance of the content

Determining Relevancy for a Theme

• Google now looks more at the relationships between keywords and entities to determine relevancy for a theme or set of topics
• This involves understanding the semantic meaning of keywords and their relationships with other keywords and entities

Concept of Entity and Expertise

• The concept introduced in this lesson that helps determine relevancy and trustworthiness of content is Entity and Expertise

Long-Tail Keywords

• A long-tail keyword mentioned in the text is "oenology and viticulture"

Semantic Analysis

• Semantic analysis is the process of analyzing the meaning and relationships between keywords and entities

Google's Analysis of Synonyms

• Google learned that users often use synonyms interchangeably when searching for information
• Google fixed the problem of incorrect synonym associations by analyzing billions of documents and user queries

Google's Hummingbird Update

• The main focus of SEO after Google's Hummingbird update is on understanding the semantic meaning of keywords and their relationships with other keywords and entities

Importance of Semantically Related Keywords

• The importance of using semantically related keywords in content is to help search engines understand the context and relevance of the content

Holistic Approach to SEO and Content Optimization

• A holistic approach to SEO and content optimization means creating content that is comprehensive, thorough, and detailed, and optimizing it for multiple related keywords and entities

Google's Analysis of Word Relationships

• Google learned that words are related to each other in complex ways, and that understanding these relationships is key to determining relevancy and trustworthiness of content

Test your knowledge on the evolution of search engines and their semantic improvements. Explore the choices made by search engines to provide accurate results and understand the tactics used to improve page rankings.