When Google looks at the keywords on a site, or by a particular author, they calculate the amount of times that keywords relevant to a particular category are used in that site, or by that person.

In this way, they determine if the writer, or the site is specializing in that field, and therefore assumes that that writer, or site has expert knowledge about the subject.

Niche Blogs and Articles

When someone creates a blog, the best way to do it is to pick a particular, specific keyword topic, and stick to the keywords relevant to it. For example, if you created a blog, and bought the domain name: specializedkeywords.com you would be best to write about specialized keywords, and all of the relevant keywords associated with it, in order to get ranked highly in a Google search.

There are tools like the Google Adwords keyword tool, as well as others, which can help you figure out which keywords are the most relevant to your category, or specialized niche, but I usually just take a guess at relevant words, because I'm sure Google has a separate algorithm which rates a site poorly if it sticks too closely to the keyword tool results.

The list would include things like long tail keywords, relevant keywords, SEO content, and many other keyword phrases connected to the subject matter.

Writing in a niche blog is a little different to writing articles on somebody else's site, because you can't control what the other authors write on that domain name, but Google does recognise your specific profile, your author name, and the relevant keywords in the titles, descriptions, and content of all your articles.

Do you Have to Specialize in a big Website?

Some websites choose a brand name for their domain name, rather than a keyword-based URL. This approach relies on enough people knowing the name of the site that they can Google it, or type it in directly, such as knoji.com.

Many of these big websites make their money from other people buying something from them, or other people working for them, so they often use a referral program of some kind, so that their users do most of the promotion for them.

However, the best way is still to get onto the first page of many different Google searches, and the same techniques of keyword specialization still apply for these big websites. Keywords are not the only SEO method of getting on the first page of a Google search. Back links, traffic and particularly title choice all play a role, among many other things.

Google has so many overlapping algorithms that even the top engineers at Google do not know exactly how they all work together. It would actually take a computer to understand how it all works, but generally, anything that you think that Google might think was important, such as specialization, and relevant, popular, quality well linked content, then it probably has an algorithm for all of those things.