Link Emperor Blog

What The Heck Is a Diversity Keyword?

March 10, 2015

Diversity keywords are a new feature that were added to Link Emperor in 2015.  While they may sound fancy, they're pretty simple.
The purpose of diversity keywords is to make your link building appear much more natural in the eyes of the search engines.  
According to Google, the majority of searches typed by users are unique searches that have never been searched before.  While most internet marketers tend to focus on a few small keywords, if you do your SEO right most of your traffic will come from random long search phrases.
The same can be said for anchor text in link building.  In the "real world", anchor texts are widely varied and quite random.  Sure, some will contain the main keyword of your topic or the words from the headline of your page, but most will contain a very wide variety of words.
This brings us to Google's famous "Penguin penalty".  This penalty took advantage of the fact that most lazy SEOs promoted their pages using an unnaturally small set of anchor texts.  Many pages had a simply too tightly focused set of keywords in their anchor texts.
On Link Emperor, Diversity Keywords are used as anchor text when building links to your pages.  We will still use the actual Money Keywords as anchor text sometimes, but not nearly as much as we will use diversity keywords.
We recommend that you add at least 100 diversity keywords per topic.  Diversity keywords can be long and in many cases can be entire sentences. 
The way we typically build lists of diversity keywords is to Google the keywords in the topic and then look at what ranks on the top 5 pages.  Look at the titles and also look at the content on the pages.  Then write literally every search that comes to mind.  Go nuts.  Think of questions that are answered by the content on the pages you've found.
You can't go too wrong here as long as these diversity keywords are plausibly related to your topic.
Here is an example list of diversity keywords for the topic Tropicana Las Vegas Pools:
  • tropicana pools official site
  • official list tropicana pools
  • photos and pictures of the pool deck tropicana
  • cabana list and rentals for tropicana las vegas
  • rumored relaunch of tropicana pool
  • can you eat at the pool tropicana
  • tropicana does the pool serve lunch
  • tropicana can you order drinks at the pool
  • tropicana pool opening time
  • opening time tropicana las vegas pool
  • closing time of the las vegas pool tropicana
  • is the tropicana pool topless las vegas
  • can I bring children tropicana pool
  • tropicana resort casino does it have a pool
  • how many pools can be found at tropicana las vegas
  • hot tubs tropicana las vegas
  • is there hot tub on the pool deck tropicana las vegas
  • tropicana pool official site of tropicana las vegas
  • tropicana pool photo
  • tropicana pool tropicana hotel
  • water features tropicana pool
  • how many lagoons tropicana pool
  • what are the hours of tropicana las vegas pool
  • gambling at tropicana las vegas pool
  • tropicana pool cabanas
  • las vegas pool tropicana blackjack
  • tropicana pool rumors
  • does tropicana pool have a swim up bar
  • tropicana pool the new tropicana
  • tropicana indoor pools
  • are there indoor pools at tropicana
  • is there an indoor pool at tropicana
  • are there cabanas as tropicana pool
  • cabana rental tropicana pool
  • pictures of the pool tropicana
  • impressive photos pool tropicana
  • real traveler reviews tropicana pool
  • volleyball at tropicana pool
  • how hot is weather tropicana pool
  • flat screen tvs tropicana pool
  • trip advisor rating tropicana pool
  • tropicana las vegas outdoor pool weather
  • bikini weather tropicana las vegas
  • senior citizen pool for tropicana las vegas
  • four acres of pool deck tropicana
  • map of pools las vegas
  • drink prices at tropicana las vegas pool
  • are pools tropicana heated
  • where are the jacuzzis tropicana las vegas
  • cost of renting a cabana tropicana las vegas
  • how many guests can access tropicana pool
  • how many pools tropicana las vegas
  • party cabanas las vegas tropicana
  • bachelor party pool tropicana
  • review of tropicana pool
  • how does tropicana pool stack up
  • does the tropicana have indoor pools
  • tropicana pool heated
  • tropicana pool is it heated
  • is the tropicana pool heated
  • read reviews tropicana pool
  • chaise lounges at tropicana las vegas
  • landscaping at tropicana pool
  • is it hot at tropicana pool
  • tropicana pools heat it up
  • indoor outdoor pools at tropicana
  • adult only pool tropicana
  • activities for kids pool tropicana
  • two acre pool tropicana las vegas
  • shaded area tropicana
  • grassy area tropicana
  • videos of the pool tropicana
  • resort pools tropicana
  • pool party las vegas
  • tropical tropicana pool
  • the coolest pool in las vegas tropicana pool
  • is the tropicana pool kid friendly
  • kid friendly pools las vegas
  • cool pools las vegas
  • las vegas pool parties
  • las vegas resort pools
  • tropicana resort pools
  • where to find real grass las vegas
  • three acre pool deck tropicana
  • can you have meetings at a pool las vegas
  • how many pools are at tropicana las vegas
  • recently renovated pools tropicana
... and this list is actually SMALL.  Think about this topic yourself.  What else can you come up with?
Of course, you'll later want to make sure that your content actually answers these common questions that you may have found during this process.
I hope this helps!  I want to see this level of detail in your Diversity Keywords tab for every Topic you create.  Trust me, it's worth the effort.

How Do I Know What My Topics Are?

March 10, 2015

A common source of frustration and confusion among Link Emperor users new and old is determining exactly how to configure your Topics.
Good news:  topics are actually very easy once you understand them.  I am going to give you an overview of exactly how to use topics and then walk through a specific example for an ecommerce site.
First, a history lesson.  
It used to be easy to rank one single page on your website for all sorts of different keywords, just so long as you built a boatload of links with all sorts of different anchor texts.  You could even rank for stuff that was only barely related to the content on your page, so long as you had enough links. 
For instance, we used to have a website that sold hotel room reservations.  We could rank the exact same page for the keywords "MGM Grand Las Vegas" and "MGM Grand Las Vegas Swimming Pools" ...aaaaaaandddddd "MGM Grand Las Vegas Shows".
You can't really do that any more.
Because the content that a searcher would expect to find for the keyword "MGM Grand Las Vegas Swimming Pools" is quite different from the content they'd expect to find for keyword "MGM Grand Las Vegas Shows".
In the case of the former, the searcher would expect to learn about swimming pools and in the case of the latter, the searcher would expect to learn about shows.
Google is no longer willing to just send both of those searchers to a site that is just trying to sell them a hotel room.  They expect us as webmasters to actually help the searcher learn what they need to learn.
So that brings us back to Topics.
Topics describe the information that searchers are looking for.
It's that simple.
Some topics will be general and some will be highly specific.  You need to have both types represented.
Let's imagine we still had that site that sold hotel bookings.  That site could be a campaign in Link Emperor called "Las Vegas Hotels".
Then for topics we want to have a general topic for each property that we sell.  These should include "Tropicana Las Vegas", "MGM Grand Las Vegas", "Wynn Las Vegas", etc.  
Then we also want to have as many specific topics as we can come up with.  For each hotel, we want to have a topic for "Tropicana Las Vegas Pools", "Tropicana Las Vegas Shows", "Tropicana Las Vegas Slots", "Tropicana Las Vegas Parking", "Tropicana Las Vegas Meeting Rooms", etc.
Basically you want a topic for everything you could imagine writing an article or creating a video or releasing a press release about.
Common mistake alert:  Don't limit yourself here to topics where you already have content.  Go ahead and create ALL the topics for everything you can think of that might be a good source of traffic.  We do not charge you for topics.  It is perfectly fine to have topics without content.  They'll serve as a blueprint for the content you need to develop in the future.
So what I'm really saying is that topics are the natural result of keyword research!
We do our keyword research using the Link Emperor Research tab (click here to learn more about it). But feel free to use as many research sources as you have available to you.
Seriously, you want to have a LOT of topics defined for each campaign.  Use your imagination and come up with everything searchers might be looking for.  I challenge you to come up with at least 25 topics for each campaign.
I hope that explains Topics.  In a future post, I'll take you through how to define the settings within a Topic.