What should I Do?

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What should I Do?

What do if I have a news posting blog. My key words change's on every post. What should I Do?

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Greetings Drew,

Whenever posting content, especially blog content, you should have an idea of who you are trying to reach with that article.  Once you know that, then you should target the blog post wordage around the keywords you come up with to fit the audience you want to reach.  The problem with "stock posts" is they can be hard to integrate into the pages which you are already trying to rank.

Here's the problem:

When you have a website, let's call it xyz.tld, that particular site and any pages associated with it carry a page rank with Google (and other search engines, but let's be realistic here, Google is the one that matters).  That page rank is distributed to any page which you have on your site, so having a focus is critical to having good page ranking in the SERPs.  Think of it this way:

xyz.tld is your main page, and it talks about Website Hosting for example.  If your blog posts are about hunting, fishing, financials, local news, etc etc...  Well, honestly, you are going to start ranking for hunting, fishing, etc.  So in order to avoid that, websites will usually only post content related to stuff they want to rank for that helps their overall page rank and domain rank.

The exception to this rule would be a news website.  News websites have special metadata they can use which identifies them as news, and their content is displayed completely different in the SERPs.  If you're thinking about using this metadata on your site, I advise you to be careful.  Google has advised not using it more than 7 times a week, or in other words, once a day.  Think of it more as a "breaking news" type of tag.

Getting back to your problem, since you can't use the news metadata, and you really don't want to delude your page rank with so many random categories on the site all competing for ranking against yourself, I'd suggest a concept known as Topic Clusters.

Topic Clusters are a way to sort data in particular with blog posts.  Your website will have pillar pages, which will describe everything you are trying to rank for.  

Think of it this way:

You want to rank for the topics "Retail Shop", "Spend Money", "Credit Card" because you are a credit card processor trying to sell your merchant services.  You would start by making a pillar page for each of those topics.  So for "Retail Shop" you would make a page that talks about anything you can possibly imagine about the subject of retail shops.  Don't go insane, but get a fairly lengthy page going of useful content on the subject.  Repeat the same steps for the subjects "Spend Money" and "Credit Card", again having pages devoted and talking at length about the subject.

Now when you have blog posts, they should all revolve around one of those pillar page topics.  When you create the blog post, you should then go back to your pillar page and make some reference in the text (or find an already existing example, which would be better) and link it to your new blog post.  This creates a link between the authorative pillar page topic, and the blog post which you want to rank on that topic.  You should also create a link in the blog somewhere that links to the pillar page in a meaningful way.  By meaningful, I'm saying you can't type "credit card" and make it a link to the pillar page on credit cards.  You can and should make links meaningful, such as "Find out how credit cards impact consumers" and have that link to an anchor in the pillar page.  This makes a link between the two pages, as well as directs to a specific anchor (which has a title) further establishing authority - increasing your ranking on the keyword.

You can repeat this process for any keyword or keyword phrase you are trying to rank to significantly improve your SEO on your website.  I understand it may be extremely time consuming to create a huge pillar page and having to add links everywhere on your website, but the rewards of doing so are worth every ounce of effort you put into it.  Obviously, if you have a news site that is trying to rank a ton of keywords that have zero resemblance to each other, you have a lot of work cut out for you!

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yes this is pretty good explaination about the problem...

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