When I’m faced with the challenge of optimizing for keywords that I can’t explicitly use, I gear up with a strategic mindset. Legal constraints, brand guidelines, or public perceptions might put certain terms off-limits, but there are effective ways to capture demand without using them directly.
Here’s my approach to overcoming this hurdle, aligning with search behaviors, and enhancing visibility despite limitations.
When Certain Keywords Are Off-Limits
In the world of SEO, it’s not uncommon to hear, “We want to rank for (insert competitive term),” followed by, “Avoid using (that exact term) in content.”
My journey began over 10 years ago, tasked with ranking for “custom koozies.” This sparked endless debates on the correct nomenclature for these drink holders. At home, we referred to them as “coolie cups,” but data revealed that most people simply called them “koozies.” However, “Koozie®” being a trademark meant we had to cleverly position ourselves at the top without relying on that term as our primary focus.
Years later, at a marketing agency focusing on senior living, I encountered new terminology like assisted and independent living. Despite a bias against the term “nursing home” due to negative connotations, our research showed it was still widely used, presenting similar challenges to what I had faced before.
Dig deeper: Branded search and SEO: What you need to know
Strategies for Ranking Without Using Specific Keywords
Even if I can’t use a keyword, by sending the correct signals through related terms and creative strategies, I can still rank effectively. Here’s how:
1. Pull the Data and Confirm Direction
Sometimes, showcasing data alone can shift perspectives. Sharing insights like “skilled nursing near me” having 4,400 monthly searches compared to “nursing home near me” with 27,100 searches can be eye-opening. Understanding the local search volume is crucial in determining the best strategy.
2. Surround the Terms
Creating contextual relevance is essential. For example, around the term “Koozies,” I include words like “beer,” “drink,” and occasions such as “bachelorette party.” These help build search engine context.
3. Use Synonyms and Break Down Phrases
Utilizing synonyms or splitting phrases works well. Instead of “Koozies,” I might say “cozies” or “coolies,” and for “nursing homes,” highlighting “nursing” and “home” separately enriches content.
4. Employ Indirect Usage
Referring indirectly can be impactful, such as using headers like “More than a nursing home” or integrating the terms into questions or statements naturally within the content.
5. Incorporate Unnameable Products
Incorporating trademarked items alongside other products allowed me to use the term “Can Coolers & Koozies” even when the latter couldn’t be the focal point.
6. Craft Creative Anchor Text
Using the primary term in both off-site and internal links can guide search engines effectively. Controlling anchor text is key.
7. Optimize Non-Visible Elements
Leveraging alt text and strategically placing terms in title tags ensures that search engines get the right signals without visible usage, balancing between being search-friendly and on-brand.
8. Add Definitions
Adding definitions helps clarify common terms related to your offerings, boosting SEO and enhancing your site’s authority.
Dig deeper: The shift to semantic SEO: What vectors mean for your strategy
Your Strategy for Off-Limits Keywords
Always consult with legal advisors regarding trademarked terms. By gathering data, crafting strategic approaches, and adjusting tactics as necessary, you can achieve SEO success even with restrictions.
Inspired by this post on Search Engine Land.
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