Processed data adjusted to a standard format to make comparisons more accurate.
Why Normalized Data Matters
Normalized data 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. Normalized data allows you to:
- Get a Clearer Picture: You can see the true frequency and relevance of a given keyword, which helps you make more informed decisions about your content strategy.
- Identify Spam: A backlink profile with a high number of unnatural anchor text variations, such as “buy shoes here” from a variety of unrelated websites, can be a sign of a black hat SEO tactic.
- Assess Topical Authority: By normalizing data, you can see how other websites are linking to your content, which is a strong signal of your website’s topical authority.
Across Different CMS Platforms
The management of normalized data is a technical and content strategy that can be applied to any CMS.
WordPress
WordPress users can easily 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 are relevant to your content.
Shopify
On Shopify, normalized data 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 normalized data. 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 specific keyword or set of keywords.
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 normalized data will depend on your industry and your goals.
E-commerce
E-commerce sites can use normalized data to get a clearer picture of a product’s search volume. 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 normalized data to get a clearer picture of a local keyword’s search volume. A plumber in Houston, for example, can normalize keywords like “plumber Houston,” “plumbers Houston,” and “plumbing Houston” to get a more accurate view of a keyword’s search volume.
SaaS Companies
SaaS companies can use normalized data 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 normalized data. A blog about cooking can normalize keywords like “cook,” “cooking,” and “cooked” to get a clearer picture of a topic’s true search volume.
Dos and Don’ts of Normalized Data
- Use a keyword research tool that normalizes keywords: A good tool will automatically normalize keywords for you.
- Use a variety of keywords that share a common stem: This is a great way to attract a wider audience.
- Use a keyword portfolio to inform your content strategy: A well-structured portfolio can help you identify content gaps and opportunities.
- Avoid keyword stuffing: This is a dated tactic that can harm your SEO.
- Avoid using a keyword that is not relevant to your content: A keyword should be relevant to your products or services.
- Avoid focusing 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 does keyword normalization affect my SEO?
Keyword normalization affects your SEO by providing a more accurate and holistic view of a website’s performance. It helps you get a clearer picture of a keyword’s true search volume, which helps you make more informed decisions about your content strategy.
What is the difference between keyword normalization and keyword stemming?
Keyword normalization converts keywords into a standard, uniform format. Keyword stemming is a process that reduces a word to its root or base form. They are both parts of a search engine’s information retrieval process.
What tools can I use for data normalization?
You can use a number of tools for data normalization, including Google Analytics, Google Search Console, and a third-party SEO tool. These tools can help you filter out noise and to get a clearer picture of your website’s performance.
Does data normalization help with my E-E-A-T?
Yes. By using normalized data to create highly relevant and comprehensive content, you are signaling to search engines that your website is a high-quality resource. This helps to build your Expertise, Authoritativeness, and Trustworthiness.
Can a website with a low domain authority still rank?
Yes, a website with a low domain authority can still rank. The key is to create high-quality, in-depth content that is relevant to a user’s search intent.
