The Keyword Cloud in SEO is essentially a list of the most commonly used keywords on your website. And you can use a variety of tools to analyze the keywords on your webpages and the results will show you which words are more frequently used within your content. For example, when analyzing your site via the app.wiredelta.com site analyzer tool, under Keyword Cloud you will get something like this:
The reason search engines analyze your keyword cloud is that, as their respective algorithms have improved and became more complex, so did the SEO strategies. So, search engines don’t just take into account your use of specific keywords, as that created a tendency of unnatural text formulation and, as expected, unreadable content. This process, of adding keywords for the same of number is called Keyword Stuffing, done with the sole purpose of increasing website rankings.
However, search engines evolved past it and became smarter to face their vulnerabilities. This evolution created other crucial concepts such as keyword consistency that guarantee a natural flow to the content presented. In fact, the keyword cloud is a part of the keywords consistency, where the cloud shows only the frequency a keyword is used with throughout the website, while the keyword consistency also shows where – headings, titles, body – the keywords are used.
Tag cloud vs keyword cloud
Often, beginner marketers use tags and keywords interchangeably, without realizing they are two different things. So what is the difference between these two concepts? Well, tags are for internal use mostly, where keywords are for external use. In other words, tags are those self-appointed labels bloggers and authors use on their sites to help users find related content faster, from inside the website. In comparison, keywords are meant for search engines – thus outside the website – and they help bots understand what a page’s content is about thus showing it when a user inserts a query.
So, tag clouds are often seen somewhere next to articles and they represent a series of links connected to related content inside the website. The purpose of tag clouds is easy accessibility for readers. Keywords clouds cannot be seen by users and are used as a blueprint of the relevant information. They show you the most frequently used words within your content allowing for a better overview and can be helpful for developing your content strategy.
Nevertheless, keep in mind that tag clouds are not as used as they were before and cannot replace keyword clouds. When search engines changed their algorithms to cover vulnerabilities it became a less-used strategy. This is also due to the fact that tag clouds can be overdone and perceived as keyword stuffing while keyword cloud cannot.
Developing a keyword cloud
The keyword cloud is something that tends to happen naturally, just like the search engines wanted it to be. But, this is heavily influenced by your keyword research, so when you are developing your content, various relevant terms will occur as you’re providing reliable and consistent information. In other words, this happens when you are focused on the experience you provide instead of worrying if Google will notice you used a keyword 50 times in your post or not. Also, search engines use your terms to index your site correctly just as people use context to understand the meaning of words with multiple interpretations.
A crucial part of developing your keyword cloud is synonyms. They play an important role in your content because they bring variety that won’t bore your readers. Synonyms are also used by search engines as a key indicator of quality content. Not only that but it also helps the users who search for less common words or phrases find your content, therefore increasing your potential reach. And also, it is a failproof way of avoiding accidental keyword stuffing.
Remember that more than focusing on checking those boxes for good SEO content, you need to focus on your users and readers, because they really are the ones you want to show your best content to. Search engine optimization strategies should be viewed as the next step when you already have good informational content, not the other way around.