![\"Best](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2019\/10\/shutterstock_157028171-e1570580798408.jpg\")
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Best practices have their place. When you\u2019re just jumping into a deep subject like SEO, for instance, clinging to accepted best practices can keep you from drowning.<\/p>\n
The problem with best practices, though, is that they\u2019re one size fits all. They\u2019re often far from being the best for everyone.<\/p>\n
Best practices are guidelines \u2026 essentially data \u2026 about how to keep out of SEO trouble. But there is always a difference between data and wisdom.<\/p>\n
Some SEO best practices cram webpages into unrealistic boxes. And content creators are often told to live up (or down) to arbitrary standards that don\u2019t help their content succeed.<\/p>\n
If you want to improve your SEO<\/a>, you need to look beyond best practices. Here I\u2019ll dive into examples and help you get realistic about what works for your website and your business.<\/p>\n A tailor wouldn\u2019t put the same suit on everyone. Especially not if these people were being dressed for a competition and trying to stand out from the others.<\/p>\n So why should all sites strive for the same benchmarks? Here are a few \u201cbest practice\u201d sacred cows to dismantle immediately.<\/p>\n Most SEOs remember when Neil Patel made waves<\/a> by saying that everyone should be writing 2,000+ word posts. While longer may be better for some industries, that\u2019s a dangerous standard to hold all pages to.<\/p>\n Let me be clear: There is no Ideal Page Length.<\/p>\n In reality, page length depends on the purpose, topic, and site behind a page. The \u201cideal\u201d page could be longer or shorter, depending on these things. For example, a page detailing HVAC services on a local technician\u2019s website is likely to be much shorter than an \u201cultimate guide\u201d page.<\/p>\n Adhering to a set \u201cbest practice\u201d here may mean you\u2019re limiting or stretching a page beyond what it should be. While thin content is a problem<\/a>, you can\u2019t fix it just by setting an arbitrary word count minimum.<\/p>\n This type of SEO best practice also puts an unnecessary burden on the writer and the readers. Why stretch what should be a 300-word page into a 1,500-word page just because that\u2019s what you\u2019ve heard ranks better?<\/p>\n People are smart. They don\u2019t like to be manipulated. If you\u2019re padding your answers with hundreds of filler words, they\u2019re going to pick up on that.<\/p>\n Readers also notice if you\u2019re cheating them out of the information they need.<\/p>\n Save yourself:<\/em><\/strong> The right length for your page is the one that covers the topic and positions you as an authority. Anything more or less won\u2019t do.<\/p>\n When it comes to how many times you need to mention a particular keyword on a page \u2026 there is no Ideal Keyword Density.<\/p>\n That\u2019s not to say you don\u2019t need to use keywords. You absolutely do need your content to talk about and include your keywords.<\/p>\n However, today search engine algorithms look for \u201ctopics rather than terms.\u201d This has been true for quite a while. Back in 2014, Google\u2019s John Mueller said, \u201ckeyword density, in general, is something I wouldn\u2019t focus on. Search engines have kind of moved on from there.\u201d<\/p>\n Today, SEOs advise lessening the focus on keyword density as a metric. Focus more on making your page the most relevant by fully satisfying the intent of that keyword query. If you incorporate keywords in a natural, organic way, you shouldn\u2019t need to worry about density.<\/p>\n That said, knowing the density of various keywords on your pages can be a valuable resource. It a great place to start evaluating the actual topic of your page as seen by searchers and search engines. Using that information also helps you craft an appropriate title and meta content.<\/p>\n Save yourself:<\/em><\/strong> Make sure that your content contains the keyword you\u2019re shooting for. Also include its variations, synonyms, and related words.<\/p>\n Each keyword has its own density target based upon what is natural usage for related pages in the search engine\u2019s index. Tools that analyze the top-ranked pages\u2019 keyword usage can be a great help.<\/p>\n Let\u2019s talk about readability.<\/p>\n People care that an article reads well and isn\u2019t too difficult or too simplistic for its purpose.<\/p>\n For that reason, search algorithms analyze a page\u2019s readability as one of (several hundred) ranking factors. But it would be inappropriate for a page about a medical procedure or something equally technical or industry-specific.<\/p>\n Here\u2019s the problem \u2026<\/strong><\/p>\n Most SEO tools and plugins cannot recommend a reading level range that fits the page\u2019s topic or purpose. These specifics are needed. Otherwise, you cannot target the natural persona\u2019s reading expectations when coming to your page.<\/p>\n Instead, most tools can only advise a fixed readability range for all pages.<\/p>\n Adhering to a one-size-fits-all readability level limits you and your writing. Worse, it decreases your ability to provide real relevance and value.<\/p>\n This is a lot like the thin content issue I talked about.<\/p>\n The only group that should determine the reading level of your pages is your audience. If you\u2019re writing to an advanced audience about an advanced topic, you\u2019re going to use a more advanced reading level. If your pages are general and meant to appeal to a broad population, then a lower reading level is best.<\/p>\n Save yourself:<\/em><\/strong> Don\u2019t hem yourself in and make things overly complicated or simple based on some outside appraisal.<\/p>\n It\u2019s time to break free of rigid, one-size-fits-all best practices. It is time to save yourself!<\/p>\n Begin by understanding what works for your business and why. Here are a few tips.<\/p>\n Evaluate your page\u2019s purpose and your audience\u2019s expectations. Let these dictate what will work best when you create new content.<\/p>\n Here\u2019s how: Run a Google search for your target keyword. Then analyze the results. Those top-ranking pages set the right \u201cbest practices\u201d for your individual page.<\/p>\n Competitive analysis should guide many SEO decisions.<\/p>\nBest Practices That Don\u2019t Always Work<\/h2>\n
![\"Dog](\"https:\/\/www.bruceclay.com\/wp-content\/uploads\/2019\/10\/dog-suit.jpg\")
<\/p>\n1. The Ideal Page Length<\/h3>\n
2. The Ideal Keyword Density<\/h3>\n
3. The Ideal Reading Level<\/h3>\n
\nBut there is no Ideal Readability Score.
\nA 6th-grade reading level may work well for a straightforward page about a non-technical subject.<\/p>\nModern SEO Best Practices Worth Following<\/h2>\n
Tip 1: Context is key.<\/h3>\n