SEO Tip #93: How Can A Site Rank For A Keyword That Isn’t Anywhere On It’s Page?
Matt Cutts: Okay, let’s take a step back and put this in the realm of universities. Suppose I do the search ‘cattle’, a lot of people might expect Berkley to show up because a lot of people call Berkley cattle. If I do a search for ‘tar heel’ maybe I expect University of North Carolina or UNC.edu to show up even if the word tar heel isn’t anywhere on that
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