Once you’ve done some keyword research and decided what target keywords you want to use to draw a specific readership to your site, you need to know how to properly get these keywords to work for you without sacrificing the quality of your content.  As professional SEO consultants, we know that you can’t just go around stuffing keywords here, there, and everywhere thinking that it will get you the hits and rankings you want.  Targeted keywords should be in the headings and throughout the page’s content, but search engines also want the rest of the content on the page to be relevant to the keywords.  That’s where latent keywords come into play when writing strong content.

When you’ve determined your target keywords, decide on some latent keywords to boost your content.  For example, a “personal injury attorney” could expand by including “Seattle personal injury attorney,” or “brain and spinal injury attorney,” or “construction site injury attorney.”  By getting more specific, you’re effectively tightening up your content and showing search engines exactly what kind of users you want looking for you.  Latent keywords enhance target keywords and quickly and accurately signal the relevance of your page to a reader.

Make no mistake, simply throwing more keywords in there doesn’t make up for poorly written or heavily keyworded content.  When grammar and spelling go out the window and a page is overly stuffed with keywords, it’s apparent that the content was written vying for the attention of search engines, not humans.  A real SEO professional knows the difference between generating interesting, relevant content to develop readership for a site, and plaguing the page with keywords.


By Andrei Buiciuc