Multiple Word Order Search Phrases : How to Optimize Website

Multiple Word Order Search Phrases : How to Optimize Website

It has always been difficult for a new site to get to the first page of search results. It used to be possible to write an SEO article with high-frequency searches and have it appear in the top ten. However, this is not enough in 2020. It is necessary to additionally use phrases with different word orders.

What are multiple word order search phrases and why should you optimize your site for them?

Multiple word order search phrases are searches that contain phrases in a different order.

What does the phrase in order mean? In order to phrase a search, we can change the order of words in a phrase. For example, notice the change in these two phrases: “iPhone 11 gold pro-Max” or “gold iPhone 11 pro-Max”. This is a multiple word order search phrase.

These search phrases are similar but not for Google. Their frequency and the popularity of phrases among users when searching will differ.

Let’s check the popularity of the modified search phrases using the Hub of PPC Tools.

Hub of PPC Tools

The frequency of searches is really different. The most popular is “iPhone 11 pro-Max gold” with 1600 searches. The least popular is “iPhone 11 gold pro-Max” with 10 total.

Why should you optimize your site with several phrases? The frequency is different and, if the words are present on the page in any order, Google will index them anyway and show a piece of text where they are.

Search phrases with a different word order allow you to expand the semantic core if you take into account all possible search options. It does not have to be only one word for multiple queries, there may also be synonyms. Google has been using the Hummingbird algorithm since 2013 and is well aware that “price” and “cost” mean the same user intention to find out how much a product costs. Therefore, it will show both of these options in the search. More information can be found in the article Google Algorithms That Affect SEO.

The main point of article optimization with phrases with different word order is to add relevance to the content. After all, the search robot will look for the keyword not only in the title but also in the text and links.

How to find the right keywords for phrases with different word order

Most of the mistakes occur precisely when choosing keywords. Some phrases might be used that do not benefit from changing the word order. Therefore, it is important to choose effective search words. Read more in How to Do Keyword Research.

What is a search word for multiple word order search phrases? This is the so-called long-tail phrase that has the optimal length of which is 3-5 words. Only keywords like this are suitable for creating searches from several phrases. It is important that the request clearly corresponds to the subject of the article and reflects the purpose of its creation.

If you want to sell something, you need commercial requests that contain “buy”, “order”, “price”. For example, you should not use “iPhone 11”, but “iPhone 11 pro max price”. It is worth adding narrowly specific searches if they are popular with the target audience. If you are a wholesaler of iPhones, customers will search for “wholesale iPhones”.

Collect semantic clusters. They allow you to divide requests into several groups and avoid mistakes when information and commercial requests are combined on one page. It is impossible to promote the phrase “how much memory does the iPhone 11 pro max have” and “iPhone 11 pro max price” on the same page. For the first, you need to create an informational article, the second is suitable for commercial pages.

How to work with semantic clusters

Pick up different phrases and see if there are matching URLs. 

When you search for a topic online and put quotes around a phrase, you get only those options in the search that contains the desired phrase verbatim. Use this method to find pages where the desired search phrases appear together.

Let’s take the searches “iPhone 11 pro max price”, “iPhone 11 pro max specs”. We get the following results:

These queries can be grouped.

Next, we will select variants of search phrases and determine their frequency using Semrush Keyword Analytics Bulk Analysis.

The service makes a selection of keyword variants and related searches. In addition, it collects questions that contain the phrases we need. They work well for writing headings and subheadings in the text.


After clicking ‘view all keyword variants’, we will see on the left the LSI search variants containing words semantically close to our phrase. Related article – Latent Semantic Indexing and Keywords. This will improve the quality of your content.


Next, we export the list of words and remove from the list phrases that do not fit the topic of the article, product specifics, or brand searches containing the name of a competitor. For example, iPhone 11 release date 2019, iPhone 11 pro Verizon deals.

Google works as closely to how a person thinks, so phrases should be written in human language. For example, the key iPhone 11 pro colors apple is clearly artificial and in order to phrase the correct query, you should put “apple” before the phrase. This will change the frequency but still make the phrase readable.

If you work at a local market, add geo requests with the name of a city, region, or country. This will create another word for order. Read more in the Local SEO Checklist 2020 article.

After that, you can group keywords using the Hub of PPC Tools.

Hub of PPC Tools

How to Optimize Your Site for Queries from Several Phrases

Remember, Google doesn’t like overly optimized content and considers it to be of poor quality. Therefore, the text should look as natural as possible.

Place your search phrases in the text, the title, H1-H3 headings, meta-descriptions, and/or alt-headings.

1. Headings

The title is a meta tag that Google gives special weight to. The search robot initially analyzes the title when searching for information. Therefore, the most relevant searches should be posted here. The closer they are to the beginning of the sentence, the better. In this case, the title should not just be a set of phrases, but they should also motivate the user to go to the page. Read more in the article Title Tags.

Title: iPhone 11 Pro Max 256 GB Gold


Also, the keywords should be placed in the headings H1-H3 in the text itself. The H1 heading is the most meaningful of all. It should be close to the content of the title, including keywords but not identical. You can apply the keyword from the title with the changed word order.

Example: H1: Gold iPhone 11 Pro Max Specifications

For more information see the H1 Tag article.

2. Main part

After the title, the robot looks for keywords on the page. It is worth using LSI keywords to optimize your page. To do this, include words related to your topic in the article. For example, the word iPhone is associated with apple, smartphone, iOS, Apple Pay, Retina IPS, and so on. This will allow the search engine to understand that the content fully meets the user’s request. Words should be placed in the text as naturally and evenly as possible throughout the text. 

Key phrases do not need to be added or separated by commas in one sentence. This can only reduce the effectiveness of search engine optimization. For a specific piece of text, select the keyword or phrase that will best complete each sentence. Do not change the words in the keywords, and do not separate them with punctuation marks.

Add anchor text with keywords. They serve for internal and external linking and help in promoting the page.


3. Meta-description

The description itself does not affect rankings but improves behavioral characteristics. When a user sees words from their request in the description, they will have a better understanding of what they may find.

Read more in How to Build a Nice Meta Description.

4. Alt-заголовки

When searching for information, Google additionally offers the user pictures on the topic, so add alt-headers with keywords to your photos. This will help with indexing. Find out more in SEO Images article.


In summary, we can say that the use of phrases with different word order on the page increases the quality of the content and the site’s position in the search results. It is most relevant to use them with LSI searches and place them in the text as naturally as possible.

About author
Anna is engaged in the development of a comprehensive strategy for promoting a company on the Internet: from working out the concept of a company's branding to creating a website and launching advertising campaigns in Ads, Facebook, Instagram.