How search engines treat similar variations of a keyword (e.g., singular vs. plural, uppercase vs. lowercase).
Why Keyword Normalization Matters
Keyword normalization is important because it provides a more accurate and holistic view of a website’s performance. Without it, you might be analyzing dozens of different keyword variations when they should all be treated as the same. A search engine’s algorithms now normalize keywords as a standard practice, and you should too. This is a key part of understanding a user’s intent. By normalizing keywords, you can see the true search volume for a given topic, which helps you make more informed decisions about your content strategy. A website that is optimized for normalized keywords is more likely to be seen as a comprehensive and authoritative resource for a given topic.
Across Different CMS Platforms
The management of keyword normalization is a technical and content strategy that can be applied to any CMS.
WordPress
WordPress users can manage their keyword normalization by using a good SEO plugin like Yoast SEO or Rank Math. These plugins can help you analyze your content and ensure you are using a variety of keywords that share a common stem.
Shopify
On Shopify, keyword normalization is essential for your product descriptions and blog posts. You can use a keyword research tool to find the terms your customers are using and then use them in your product titles, descriptions, and collections to improve your visibility in search results.
Wix
Wix has a streamlined, user-friendly system, but you can still optimize for keyword normalization. The platform’s built-in SEO tools make it easy to manage your titles, meta descriptions, and on-page content.
Webflow
Webflow gives you granular control over your website’s design and code, which is perfect for a sophisticated keyword normalization strategy. You can use it to create a perfectly structured page that is optimized for a wide range of keywords that share a common stem.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. You can build a system that automatically tracks and analyzes your keyword performance and provides your content creators with data-driven insights.
Across Different Industries
The way you use keyword normalization will depend on your industry and your goals.
E-commerce
E-commerce sites can use keyword normalization to get a clearer picture of a product’s search volume. For example, a website that sells “t-shirts” can normalize keywords like “T-shirts,” “tshirts,” and “t shirt” to get a more accurate view of a product’s true search volume.
Local Businesses
Local businesses can use keyword normalization to get a clearer picture of a local keyword’s search volume. A plumber in Sialkot, for example, can normalize keywords like “plumber Dubai,” “plumbers Dubai,” and “plumbing Dubai” to get a more accurate view of a keyword’s search volume.
SaaS Companies
SaaS companies can use keyword normalization to get a clearer picture of a product’s search volume. A company that sells project management software can normalize keywords like “project management,” “project manager,” and “project managing” to get a more accurate view of a keyword’s search volume.
Blogs
Blogs are a great way to capitalize on keyword normalization. A blog about cooking can normalize keywords like “cook,” “cooking,” and “cooked” to get a clearer picture of a topic’s true search volume.
Do’s and Don’ts of Keyword Normalization
Do’s
- Do use a keyword research tool that normalizes keywords. A good tool will automatically normalize keywords for you.
- Do use a variety of keywords that share a common stem. This is a great way to attract a wider audience.
- Do use a keyword portfolio to inform your content strategy. A well-structured portfolio can help you identify content gaps and opportunities.
Don’ts
- Don’t use keyword stuffing. This is a dated tactic that can harm your SEO.
- Don’t use a keyword that is not relevant to your content. A keyword should be relevant to your products or services.
- Don’t focus on a single keyword. This is a risky and outdated approach.
Common Mistakes to Avoid
- Failing to normalize keywords: This is a basic but critical step. You cannot improve what you do not measure.
- Ignoring a user’s intent: A keyword should be used with a user’s intent in mind.
- Focusing on short-tail keywords alone: Long-tail keywords are often easier to rank for and can be a great source of organic traffic.
FAQs
How do I normalize keywords?
You can normalize keywords by removing variations in spelling, capitalization, punctuation, and word order. A good keyword research tool will automatically normalize keywords for you.
Why is keyword normalization important for SEO?
Keyword normalization is important for SEO because it provides a more accurate and holistic view of a website’s performance. Without it, you might be analyzing dozens of different keyword variations when they should all be treated as the same.
What is the difference between keyword normalization and keyword research?
Keyword research is the process of finding keywords. Keyword normalization is a part of that process that involves converting keywords into a standard, uniform format.
How does a search engine normalize keywords?
A search engine uses a variety of algorithms to normalize keywords. They look at a variety of factors, including a user’s search history, their location, and their intent.
Can a website with a low domain authority still rank for a normalized keyword?
Yes, a website with a low domain authority can still rank for a normalized keyword. The goal is to create high-quality, in-depth content that is relevant to a user’s search intent.
