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Are keywords still relevant to SEO?

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The focus on keyword seo is dying quickly, as we’re witnessing the resurgence of long-tail keywords.

The use of keywords in SEO once meant everything to a campaign; Google collected data about a site solely based on the keywords that were present on its pages and in its links, and companies could measure their success based on how they ranked for their target keywords. It was a simple, one-to-one relationship that made it easy for almost anybody to start stuffing and ranking. All you had to do was figure out how to choose keywords.

Fortunately, those black hat practices have mostly died off, but there are still many search marketers who hold keyword placement and keyword relevancy in high regard. It’s true that looking at your keyword rankings can still give you some indication of the health of your campaign, but the relationship between keywords and SEO success has become much more complex, and there are too many other onsite optimization considerations to ignore. To illustrate the dwindling significance of individual keywords, I’ve put together this analysis of onsite optimization factors that matter far more than keyword presence.

Keyword placement
Keywords aren’t totally dead in the water — after all, Google still needs some kind of text to figure out what it is your company actually does. In that sense, you could say that keywords are simply informational tidbits for Google’s analysis, rather than having a quantifiable relationship and impact on your actual rankings. To this end, the placement of your keywords matters far more than their frequency. Posting “auto repair shop” once in the title tag of your site and once in the header matters far more than stuffing it five times into the body copy. Google breaks your site down into key areas, with meta information and headers taking top priority, body copy taking secondary priority, and sidebars and footers taking the last priority. It’s important to have some description for your company in those high-priority areas — the metadata and header — but you shouldn’t necessarily hone in on one specific keyword phrase. Otherwise, your site could grow repetitive and earn a penalty instead of a high ranking.

Google looks for meaning, not for specific words
This feature perfectly illustrates why keyword specificity is dying. When Google scans your site for information, it no longer pulls out the keyword phrases it thinks are relevant and pairs them to user queries. Instead, there’s an intermediary step. Google interprets the data on your website and begins to form its own conclusions about what your site and your business really deliver. If that seems a little spooky to you, you aren’t alone — Google is becoming exceptionally sophisticated. As an example, according to Google’s own research, deriving meaning from the synonyms of keywords accounts for up to 70 percent of searches. That means it doesn’t matter that you used the phrase “auto repair shop” exactly several times throughout your website. You could use “auto repair shop,” “car repair specialists,” and “vehicle repair facility” on different pages, and Google could theoretically put you in the exact same category.

Therefore, it’s far more important to optimize your site for a specific meaning rather than a specific phrase, and you can likely forget about keywords altogether in an effort to post relevant content and naturally build yourself as an authority in a given space.

Semantic search is in full effect
Semantic search is another increasingly creepy functionality within Google that’s starting to have a major impact on user searches. Just like google derives meaning from the words on your page, rather than focusing on the words themselves, Google derives meaning from user searches through “semantic search.” Released as part of the hummingbird update back in 2013, semantic search has been an indispensable feature for any user trying to find an answer to a specific question.

To illustrate the idea behind semantic search, imagine a search query for “cheap tacos in Omaha.” if search engines dissected this phrase based on keywords, it would look for any site with the words “cheap,” “taco,” and “Omaha” in them, which could populate anything from taco restaurants to stores, to festive gatherings that happened to feature tacos.

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