Using Keywords To Create Central Themes Is Critical If You Want To Get Top Search Results

The Central Theme of a website is essentially the Keywords or Keyword Phrase that closest defines the point of the whole website. It is entirely possible to have a Primary Central Theme and Secondary Central Themes if you Silo the website (section everything based on topic). However, without the Central Theme to focus your website around your Search Results will suffer.

The main reason your Search Results will suffer is because Search Engines base their results primarily on Relevancy (how specifically the website focuses towards a specific topic). If your website is talking about apple sauce and hot dogs, which are totally unrelated topics, the relevancy will be split between the two. That means you will have to work a lot harder to compete against a website that talks only about apple sauce or only about hot dogs.

You can think of relevancy as a simple equation "1 / number of topics = Relevancy". Those with a Relevancy of "1" will usually get the best Search Results and also likely have to do less work to get those results. Those with a Relevancy of "1/2" will have to work harder to compete against them, but it will be easier compared to those websites with a Relevancy of "1/3" or "1/4". This means that the more topics you discuss on your website, the harder you will likely have to work to get top search results (it does also matter what the competition you're up against is doing, etc.)

The entire point behind Central Themes is to make everything on the website connect directly to one very focused topic. As soon as you move off the Central Theme then the Relevancy will drop. At which case it becomes better to separate the website into Sioled Sections, each with it's own Central Theme. Ideally, each of those sections should connect to the same Primary Central Theme but it's not essential (depending on how you link things together - but that's another topic).

In order to create a Central Theme you want to be very specific in what you want to accomplish with your website. Create a list of keywords and keyword phrases that defines what you're doing. From that list you want to do some basic Keyword Research to make sure people are actually searching for the same terms. There is a time and a place to create new words that people are not searching for yet (like brand names, etc.), however, normally you want to use what other people are looking for already. Then from the list of keywords people are searching for, you want to pick the most commonly used one that closest connects to what you're doing.

It's not just about picking the most commonly used keyword. If that keyword is not focused enough about what you're doing, then it will not give you the results you're looking for. You need it also to be as specific as possible while still leaving room for more specific keywords to be used later on. As an example, if you're selling shoes you would not use "shoes" as that would cover everything about shoes. You would want to use something closer to "buy shoes" as that is more the accurate term people will look for (as opposed to "sell shoes"). However, if you're only selling one brand of shoes, than that keyword in not focused enough. If you're selling Nike shoes, then the focus should be "buy nike shoes".

The closer the Central Theme is to you're actual intention, the more relevant it will be. Selling Nike shoes and talking about the history of shoes, learning how they make shoes, checking new advancements in shoes, etc., are all very different. The more broad the Central Theme, the less relevant it is because it then includes countless things you don't talk about. If the Central Theme is too specific, it may limit you in the future when it comes to talking about other related topics. As an example, If you want to talk about "the history of apple sauce" it would again split the relevancy if you talk about "making apple sauce". The goal is then to use that Central Theme keyword on every page of the website (which is the same as using any other keyword).

Creating Central Themes does take a lot of planning, however, all of that work will pay off when it comes to your Search Results. Many people don't worry about doing the work and talk about a number of different topics on their websites. Competing against those people is not all that hard as you're relevancy will leave theirs in the dust. However, for those that are focused specifically, you will be hard pressed to compete against them if you're relevancy is less than theirs is.