When related SEO keywords begin to appear in Google Webmasters, it’s a good idea to research those keywords in order to determine if the page or website’s keyword strategy should be changed. If these keywords turn out to be  competitive keywords, we should begin to explore avenues that might boost impressions /clicks. Generally, when making a switch to a competitive keyword, page rank will drop, but this will be compensated by an increase in impressions and, consequently, clicks. In this fashion, we preserve organic traffic to our site while laying the foundation for subsequent SEO opportunities.

It would also behoove us to check other linked pages on the site, as well, to see if the keyword focus change on one page has affected keyword search engine queries for other pages. If so, we may want to change keyword strategy on those other linked pages as well.

We also need to remember that inbound link text should ideally match the focus keyword—if we have a satellite site or any other site in which we can change HTML, we should remember to change link text there, as well (in addition to the URL, page title, header tags and that 301 redirect  on the original page).

We should always be careful when implementing substantial SEO changes on our site. Proceeding methodically, step by step, is always a good strategy. Checking Google Webmasters daily for changes in impressions, clicks or page rank (especially after major changes) is a must. I also like to check for Webmasters SEO changes sitewide.

More often than not, given the complexity of large sites and search engine algorithms, progress is often made intuitively using SEO guidelines as methodology. Google never actively publishes how it ranks websites other than in large brushstrokes.

it is the end result, however, that matters. Whatever SEO techniques work, we’ll sign on.