How would you optimise a site for close variations of a keyword, such as [data capture + application/app/software/technology/tool/solution]

[brandrsn]

Hey all,

We're a data capture app looking to optimise our site: akkroo.com.

There are lots of industry-specific & use-case-based content pages we can create, but how should we optimise our site to capture traffic for keywords that could (almost) be classified as synonyms? Particularly, I'm thinking keywords such as:

• data capture app
• data capture application
• data capture software
• data capture tool
• data capture tools
• data capture technology
• etc.

My industry-specific pages will all have completely unique content, but I'm struggling to work out how I should architecture pages that target keywords that are almost identical, such as the list above. The content on these pages would technically be 'unique', but each page would be very similar to one another. And how would we link to these pages internally? I can't really see it adding to the user experience, but I can't see how I can target all of these keywords without having individual pages for each...

Thanks in advance for any help that can be shared; appreciate it!

Brian

[justin-brock]

In general, I'd suggest you move away from a keyword-centric strategy and start thinking of your content in terms of themes. Google is pretty good at picking up on themes. And we're getting less and less visibility into keywords. With that in mind, I would probably pick a phrase or two as my core targets and then sprinkle in variations throughout the content.

For example, you could pick data capture software as the theme for your whole site because of the volume there (See attachment). It's broad enough for everything in the site to relate to it. Then use your research on specific terms to inform your choices about page titles and other elements.

A hierarchy like this may work:

• Software/Technology - main theme

• App - pages about your mobile applications

• Tools - feature pages; the 'tools' are components of or shortcuts in your software (See the "Screen Sharing Tools" heading on our page

If pages are extremely similar, I would combine them. Your links will be more concentrated that way. And you can outrank competitors with quality content, even when they have more content.

You could also try to target universal results on some of the more competitive terms.

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