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

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.

Second, on the list is the use of a keyword within anchor text on other websites. Here, you first need to find the websites, speak to the website owner, ask if they will allow you to post a backlink to your site and whether it can include anchor text. It is a great way to boost your ranking, but it does not happen overnight and takes a fair degree of work.

The next four in order are inner URLs, page titles, and meta descriptions, and finally content, which Google gives the least weight to, in terms of keywords. These can all be created by yourself, so the degree of difficulty is not as high as the previous two.

You might ask why Google sees a domain name or creating external anchor text links as more difficult to rank a keyword for than say using it in a piece of content. If you have ever spent ages trying to find a domain name that has not already been taken you already know part of the answer. Lots of good and relevant keyword phrases and their equivalent domains are not available so to get an exact match domain is not always possible or easy.

When considering anchor text, to build up a large number of backlinks which include your keyword anchor text takes time, and that is just for one keyword phrase. You then must go through the same process for each keyword. If you have twenty or more keywords you want to rank for, it is a significant undertaking

Compare these to the difficulty of including your keyword phrase in a blog post. It is not difficult at all and you can include it in several places throughout your article. This brings us back to the principle behind Google’s hierarchy of keywords, and why they consider the degree of difficulty when calculating a website’s ranking for a specific keyword.

The Blog

The Importance Of Content With SEO

We are not being overdramatic when we say that the importance of content in SEO is greater than just about any other factor that comes into play when trying to rank on search engines, especially on Google. Whilst Google never divulges the intricacies of its ranking algorithms, it has certainly made it clear, both by its public announcements and by the evidence …

Read More

What is the ROI of Digital Marketing for a Business?

In the thriving economic hub of Perth, businesses are always looking for innovative ways to stay ahead of the curve. It’s no secret that digital marketing plays a pivotal role in brand visibility and customer engagement. But one question that often arises is, “What is the ROI (Return on Investment) of digital marketing for a Perth business?” At Slinky Digital …

Read More

How Much Do Digital Marketing Services Cost in Perth?

If you’re a business owner in Perth, you have likely heard of digital marketing. In a rapidly evolving online landscape, staying ahead of the curve is crucial. So, the burning question on everyone’s mind is: “How much do online marketing services cost in Perth?” As the pioneers of website marketing in Western Australia, Slinky Digital Agency is here to demystify …

Read More

What is SEO, and How Can It Help My Perth-Based Business?

Navigating the intricacies of the digital landscape can be daunting, especially when terms like “SEO” start floating around. If you’ve found yourself wondering, “What is SEO, and how can it help my Perth-based business?” you’re in the right place. As leaders in the digital marketing space, Slinky Digital Agency is committed to making the complex simple, offering insights that can …

Read More

Some more of the wonderful clients we have worked with

Blue Print Homes
Herron Todd White
Landscapes WA
Benara Nurseries

Slinky Digital

Building Brands Online
Call Now: (08) 6102 8944