Effective search engine optimization, especially for a niche site, demands conformance throughout all content. Once the desired keywords are determined, the content of the site must conform to those keywords. That is, the keywords must appear in content including headings and anchor text as well as meta and other tags. It is not necessary for all of the words to appear in every page – it is unlikely, given the broad number of keywords likely to be desired, that they can – but at least of few of them must appear in every page to reinforce for the search engines the consistency of the site’s relevancy to those keywords.
Determine the relevant keywords – this should (though at times impractical) be done in the beginning – and cultivate those keywords throughout all content on the site. This can’t be underestimated in its impact on SEO. Pages that don’t have any of the site’s keywords are likely to be dropped from SERPs, will become deadweight on the site, and can ultimately penalize the rest of the site’s SERP. Why, isn’t content king? Absolutely, when it is relevant.
Given that a website, especially a dynamic site such as a blog, will mature and evolve, a periodic review of relevant keywords is important, especially for existing content. Everything from the content itself to the anchor text, meta tags, title, and headings should be reviewed, and those elements should contain at least one of the desired keywords and, in the case of the content, in the needed density – typically two to five percent. New content will not need to be reviewed as it should already contain a number of the desired keywords.
If pages don’t conform to the site’s keywords, they don’t necessarily need to be removed. Those pages may be edited or, if needed, can be extensively rewritten. As a keyword shift is likely to be only in degrees, often only a few words need to be replaced to renew the content and conform it to the site’s SEO objectives. Re-purposing content in this way can be cost effective when used judiciously. However, caution is advised, especially with an authority site, as viewers may cry foul. Further, so-called evergreen content, especially popular content, should just be left alone or even augmented by newer, additional content.
A site will mature and evolve through time. Reviewing the desired keywords for a site and conforming existing content to those keywords as well as ensuring new content conforms can improve SERPs. Relevance of content to the site is an important aspect of SEO.