A page can rank at the top for a keyword that is missing on the website itself
A few months ago, I visited a prospect who pointed out that my site was only ranking second in the rankings of Google.fr for the keywords « créateur de sites Web Annonay » Indeed, nowhere in my site I wrote the word “creator”, having always defined my work as “« création de sites Web Annonay »”.
It was further proof that now, after the change in the Google algorithm called Hummingbird, a web page can rank very well on a keyword that is not present in the website itself. On one condition, however: that this keyword belongs to the semantic context, or if you prefer family of keywords, which are well represented in the site, and for which the website ranks well.
Indeed, my website ranks first for « création de sites Web Annonay » and so on. It’s quite normal that it ranked second and also for «créateur de sites Web Annonay», even if this keyword was completely absent in my website, taking into account that the word “createur” belongs to the same family of keywords. By the way, now it ranks first for these same keywords too, since I added the word “creator”.
This phenomenon is a consequence of the importance of subjects and context, essential for semantic search Google
“Semantic” is a word that comes from the Greek verb “semaïno” which means “to mean.” Now, when someone tapes a word in the search field of Google, the latter, in order to offer him exactly what he seeks, takes into account the different contexts in which the word is inserted into the billions of pages published on the Web. In short, Google will display the pages with a semantic content that is most relevant for the search term, even if they do not contain that word at all. In the above example, this word wasnot even contained in the web-site.