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Google Ontology AnalysisDo related keywords matter in Google rankings?(Research Compiled 5/10/2004 by goRank.com)Research Overview This month, we set out to answer the question: How much do ontology related words matter in Google results? As many of you know, Google began utilizing related words to rank search results last year. Because Google uses related words to find results, normal keyword density tests are not as valuable as they once were. There is no doubt about it, exact matches are still very important. For this report, we try to determine the importance of including related words in your page when optimizing for a specific keyword. Keep in mind as you read the results below that because the words are related, there is already some basic likelihood that they will be present in the document. We think the results show that even considering this, there is a definite trend within the top 10 results. This month we used 1000 keywords that are known to have related words in the Google ontology. We also have the data on exactly what those related words are. Using this information, we took the top 10 results for these 1000 single word keywords and analyzed the page keyword density for the related words found in the Google ontology. This report shows a glimpse into how the presence of related words changes within the top 10 results. It also shows that there is a definite trend in the presence of related words in Google results. How many keyword queries contained at least one related word in the top 10 results? Lets start by looking at of the keywords queried had related words in the results. Of the 1000 keyword queries, 92% of the queries had at least one related word in the page text of the top 10 pages. Remember, all 1000 keywords are known to have related words. In fact, on average each of the keywords queried had 4.8 unique related words in the Google ontology. Of the 92% of keywords with at least one related word in the results, the average unique related words per keyword was 5.1 words. This makes sense and indicates that the 8% of keywords without related words in the results tended to have very few unique related words in the Google ontology. How many keywords had related words at each rank level? The table below shows the percentage of the 1000 keywords queried with related words found at each rank level for the top 10 results. There is a definitely a higher likelihood of the top ranking results containing a related word compared to the tenth result. The likelihood decreases from 61% to 48%. Simple put, top ranking results at Google are more likely to have related words in the page text then lower ranking results.
How many distinct related words are present in the top 10 results? Earlier we said that the average number of unique related words for the keywords in the research was 4.8. It makes sense that Google would try to create a diverse group of top ten results to reflect the various different meanings for a query. To test this, we examined the number of unique related words that are covered in the top 10 results compared to the number of possible words. It turns out that on average, for keywords with at least one related word in the results, the top ten results contained 4.0 distinct related words. Said another way, 83% of the possible related words were found in the top 10 results. What is the average number of unique related words found at each rank level? The table below shows the average number of unique related words for each rank level. This data, perhaps more than any in this report indicates a very clear trend in the top 10 results. The highest ranking pages have an average of 2.17 unique related words which decreases to 1.49 related words for the tenth result. This data would seem to indicate that having more unique related words in your page is one factor of achieving higher rankings.
Conclusion It seemed likely ever since Google implemented their ontology of related words that making sure those related words were presence would be important to optimizing pages for top rankings. Now, we have some data to backup this concept. If you would like to find the related words for your keywords visit our Ontology Finder in the SEO Tools section of the goRank site. If you have any ideas for our next report please let us know. You can email us at info at gorank.com. We plan to do many more reports. If you would like to join our mailing list to be notified when we issue a new report please enter your email address below. | ||||||||||||||||||||||||||||||||||||||||||||||||||||
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