SEO Keyword Research:

Google's High Rankings Blueprint

By Sarah Jamieson

Question: How do I determine related themes without making a billion calculations?

Answer: Just like the search engines do - use a specially-designed program to help you.

Search engines look at the degree of relationship between themes, and that’s exactly what the Persuasionworks SEO keyword research system does. It’s the only program in the world that sees themes the way search engines see themes.

This allows clients to easily construct flawlessly themed sites with extremely high relevance, perfectly tailored to the search engines’ rankings algorithms.

It’s like using Google’s own blueprint for high rankings to build your site.

Themeing also helps your high rankings stay stable over time. Many marketers complain about search engine algorithm changes. But algorithm changes are always made for the same reason: to provide more relevant results.

When you give the search engines exactly what they want, you don’t have to worry about every new tweak in the algorithms. You can sleep soundly at night, knowing your site won't have dropped off the rankings in the morning.

Themed SEO is a timeless system for high rankings, because it allows you to communicate like a subject matter expert and achieve high relevance on any topic.

To understand why this is so powerful for high rankings, you need to understand how search engines see theme relationships. They use this method to determine a site’s relevance to a topic.

Theme Relationships Explained

Let’s quickly revisit how search engines determine theme relationships. The degree of relationship between themes is called co-occurrence – see How to Give Search Engines What They Want.

Dogs and ice cream might have 0% co-occurrence (no pages in the search engines’ index that mention dogs also mention ice cream).

However, dogs and puppies might have 10% co-occurrence. That is, 10% of the pages that mention dogs also mention puppies. Any level of co-occurrence above 1% is considered significant.

You can’t determine co-occurrence yourself. You need a specialized tool to do it for you. Google gives you some hints, but these are not nearly specific and detailed enough to build a market-dominating themed site.

Custom-Blending Themes

The Persuasionworks SEO keyword research system allows businesses to “custom-blend” themes to define their unique market position for the search engines.

This is how you drive your market, rather than being defined by the same keywords as everyone else. 

From the "keyword fingerprint", we create a blueprint document for building the client’s themed site. The blueprint specifies all silo and article themes and supporting on-page expert vocabulary.

Once the blueprint is finished, the client is ready to build his site and climb up the rankings.

Phases in Our SEO Keyword Research

The Persuasionworks keyword research system is made up of three major phases, which we'll look at in more detail in the remaining articles of this series. Here's an overview:

Phase 1: Research Themes and Competitors in the Market

In Phase 1 the system looks at individual keywords to assess the layout of the market, the market space that each keyword occupies, and the competitive picture for each term including:

A: Market research

Investigate the “topography” of the market, discover the important themes and the market space they occupy, and how they relate to each other.

B: Competitive analysis

We assess which sites dominate the rankings for individual keywords and therefore control the money in the market.

Phase 1 is about exploring the market.  Phase 2 is about driving the market with a unique keyword fingerprint that represents your own USP.

Phase 2: Create Custom-Blended Themes (Keyword Fingerprint)

In Phase 2 the Persuasionworks system custom-blends themes together to best represent a client’s USP. You want to drive the market, not let the market tell you who you are.

To create a unique keyword fingerprint, the system associates related themes together to form each silo on the site.

One term becomes the parent theme of a silo and the others become theme-defining synonyms. The parent theme and synonyms together are called the synonymic set.

When the program returns article themes for the pages within each silo, it includes a mix of terms that provide co-occurrence support to each theme in the silo.

Creating a silo with a synonymic set, rather than just one theme, adds more dimension and depth to your silos.

With multiple themes the silo will present a more interesting and well-rounded selection of articles to visitors. If you were to blueprint only one theme, it would be one-dimensional and less interesting in the information it presented.

You will also get a different competitor picture because you are targeting different terms. So the decision of what themes to group together is key to the whole system.

In this way you can create your own customized position in the market, presenting yourself in a way that best represents your business and USP.

In Phase 2 the system streamlines Phase 1 individual keywords into Phase 2 blended themes. Each Phase 2 theme becomes a silo on the site.

These are the steps in Phase 2:

  • Assess which themes should be grouped together in a silo

  • Check search volume trends to help ensure strong ongoing traffic, and

  • Analyze competitors who are targeting the same themes.

Phase 3: Finalize the SEO Keyword Blueprint

  • The program finds the best highly relevant article terms and on-page “expert vocabulary” to enhance the site themes.

  • When I’m happy with everything, I create the site blueprint, which specifies the keywords for every page.

Now my client is ready to create a market-dominating site!

Okay, now you've had an overview of the system, let's take a peek behind the scenes in more detail ...

SEO Keyword Research > What Search Engines Want > Google's High Rankings Blueprint > Theme Keyword Research >



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