The Hierarchy Of Keywords and Why Knowing The Top Two Gives You a Competitive Advantage

hierarchy of keywords

Every site owner should know that keywords play a massive part in SEO and are used extensively by Google to assess a website and subsequently rank it. Keywords can be used in multiple places as part of an SEO strategy such as your domain name, your content, anchor text in backlinks, and in meta tags. The question which then arises is ‘Do any of these keyword ‘locations’ carry more weight than the others in the eyes Google?’. The simple answer is ‘Yes’.

In the world of SEO extensive testing takes place with some consultants having hundreds of websites which they use to test SEO strategies, adjustments, and ranking theories to see which make a positive difference to a website’s ranking. Many changes are subtle and minute such as editing a single meta tag. The accumulation of all this data has concluded that Google places more importance on keywords which appear in certain places than others.

The main principle behind that Google’s thinking on keywords is that the harder it is to use a keyword, then the more importance they will place on it. In other words, they give a higher-ranking score for the places it is most difficult to achieve the use of a keyword.

So, what does Google see as the most difficult? Answer: the domain name. When Google crawls a site, the first thing it looks at is the domain name so if you have a domain that describes what the site is about then this is a positive.

Therefore, choosing as close to an exact match domain as you can get is important. Compare ‘’ to ‘dallaspetcare’ if you were trying to rank for the term ‘dog grooming in Dallas’ and it shouldn’t be too difficult to work out that the first site will be ranked higher.

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