We all know about keyword mapping and keyword optimisation as essential practices in On-Page SEO. Normally in our search for finding effective keywords to implement on-site, we often focus on low-competition keywords with moderate to high search volume. This has been going on for a lot of years.
However recently SEO has evolved well beyond search volumes and competition to focusing on entities and search intent.
What is an Entity?
According to Google, an Entity is a well-defined object or concept. With proper references, Google can identify entities from regular words, such as a name of a person, place, product or even brand.
Google rarely refers to the term entity but instead emphasizes creating content around topics, thus making more sense for content marketers.
Using TF-IDF to Identify useful Keywords or Entities
What is TF-IDF?
Let’s learn about TF or Term Frequency. As the name suggests it is a measure of the number of times a particular keyword occurs in a document.
TF = (No. of times a keyword appears in a document) / (Total Number of Words)
DF Score or document frequency = (Number of docs) / (Total Number of documents where the keyword appears in a Database)
IDF = log(DF)
When TF is multiplied by the IDF, then the resulting score is lower for commonly used words and higher for niche-specific or intent-specific topics.
When we use keywords that have high TF-IDF scores, those words indicate to Google the context of the page more than regular words.
How to use the TF-IDF tool to find Useful Competitor Keywords to target and Implement?
Now that we know the significance of TF-IDF, let’s understand some of its practical applications.
Normally a keyword with more topical significance or let’s say an entity would occur more times
on the web than other relevant words.
If we could find all relevant entities with the highest TF-IDF Score and channel used by our competitor against our target query, we would hit a golden list of important terms which can be implemented on the Landing page to better improve its relevancy against that particular search query.
The list we sometimes refer to as the champion list.
Here’s a Step by Step Guide to Creating one:
Step 1: Enter the Target Query in SERP.
Step 2: Pick the Top Ten relevant organic listings from SERP. (Remember to pick only Competitors)
Step 3: Pick your keyword-mapped Landing Page.
Step 4: Open TF-IDF Tool in Webtool.
Step 5: Generate TF-IDF Report against each competitor url one by one putting our target URL and taking the keyword suggestion with the most TF-IDF score. Maintain in an Excel Sheet as below.
Step 6: Take the union of the keywords by removing the duplicates.
Step 7: Implement these Keywords on your Landing Page as suitable.
Results for ThatWare
Using these words on the intended landing page rest assured we have used all-important authoritative words that our competitors are using for the target keyphrase.
Through various experiments and case studies we have found that optimizing our content with relevant keywords, identifiers and entities and properly marking them with schema markup, bring a lot of impact on Seach Engine Rankings.