There are many reasons why keywords matter to Google and SEO experts, but here are two major ones.
- Keywords provide us with information as to who people are and what they desire, and how we can help serve their needs.
- Keywords will provide a “bullseye” for advertisers, who direct their ads towards it.
Keywords are clues
For SEO the significance of keywords is partially attributed to their value outside of it. Forget about keywords, lists, traffic, or your website for just a minute. If you know your customers’ true feelings, how would you conduct your business differently? How much will these insights affect your business strategy? Keyword research provides for a strong market research technique that can be leveraged in several respects, not only to inform content on the website. You need to look past the direct translation to get the best out of keywords, and also pick up on the subtle clues to get the true value of each keyword.
Below are three key approaches for how keywords have changed the SEO game::
Authority over SEO
PageRank is not dead — but it has gone from being the main determinant of your performance to one of over 200 metrics used by Hummingbird to determine your score. There are now lots of indicators that allow Google to determine together the validity of your content and keywords. We combine outbound links, inbound links, shares in social media, content quality, web design, user experience, and more. All these measurements only test your worthiness as a thought leader in your niche. Yet SEO also depends on whether other organizations have search engine optimized pages. Should you not have one, you’re already down the pecking order.
Frequency comes after keyword placement
SEO still remains essential – to some degree. For eg, your long-tail keyword is still really relevant in the title of your page, content, subheaders, descriptions of images, meta details, etc. In other words, a keyword position is always important. Yet its frequency is not as much. You certainly no longer have to add it at least 7 times in the body content. This is a trick which no longer is effective. Also when reading the text, it becomes less pleasurable, as any writer can tell you.
Semantic keyword search, for short and long-tail keywords
You may have heard the term for keywords, described as “long tail” and “short tail” for more than 15 years. And we all agree that long-tail keywords are stronger than short-tail keywords — keyword phrases longer than three words — because they respond more accurately to search queries and help target the market more easily. This is not always entirely true though.