A recent post on social media got me thinking. It stated keyword research no longer had any relevance, that it was old and outdated, and should ignored. Were they right? Or is keyword research still relevant, and if so, how should it be used in today’s online environment? Needless to say, a number of things have changed in the last several years. Here are three of the most basic factors:
Google released their Penguin and Panda updates that fought back against shady SEO practices like content that had been over-optimized for particular keywords, and backlink profiles that have been too heavy on the utilization of keyword linking. Google moved each of their searches to HTTPS, with the result that searches were encrypted and site owners were no longer capable of seeing which keywords had led a particular visitor to thir site.
Google released their Hummingbird update, which meant search engine results were more consistent with the user’s intention, instead of the exact keyword that they had entered.
The general effects were the following:
It absolutely was now harder to ascertain the profit potential of numerous keywords, and for that reason what to optimize content for. It became harder to get content ranked through keyword optimization, as well as over-optimization works against you. However, it didn’t mean, as much people continue to believe, that niche research and optimization was past its use-by date, and of no further relevance.
Sure, there are lots of additional factors now at play, like social media marketing signals … nevertheless it doesn’t follow that keywords are from the mix completely. It really means you need to keep working harder to generate great content that offers real value, that people would want to share.
The only people really hurt by the changes which is as Google had intended were people creating valueless, non-original, poorly articles on the cheap to behave as online search engine fodder to artificially boost rankings. We must be thankful such activities are now largely behind us.
In order to rank well now, your site content best be worthwhile. However, you still must help Google and other search engine listings understand what your content is centered on. Along with your focus should certainly be on working with Google, instead of seeking to battle against their latest update to obtain your site content artificially high. This type of approach is much more positive for the business long-term, and holds less risk. In a nutshell, you have to:
(a) Create quality content to begin with;
(b) Help them to understand what your content is all about to allow them to rank it appropriately.
And also this is precisely where keyword research is available in. Ultimately, it’s all about supply and demand. You determine the ratio in between the ‘demand’ (the numbers looking for particular keywords) and also the ‘supply’ (the volume of content on the market that already meets that require). Carry out the research properly, focus your site content using one keyword rather than another, and you increase your chances of getting well-ranked, with an increase of visibility for your business because of this.
This aspect hasn’t changed. What has changed is you need a different approach in seo company fresno ca efforts. So it’s now much more about using semantically-related terms than about placing a particular keyword in a specific position based on the latest formula you read about.
You’re keeping it much more natural, while clearly indicating to Google what your articles relates to. Building links to your content still matters too, despite what you might have heard. Again, you can find simply more factors in the mix, therefore the effect is a lot more diluted than it once was. But that doesn’t mean it’s no longer worthwhile. In reality, the contrary is valid if omvlyp wish to give your content greater prominence than all the other content out there.
Once again, in building your links, don’t worry a great deal concerning the exact keyword you use to link back. Instead, use a multitude of related terms, in addition to more generic text, natural text like ‘click here’, your domain address, and so on. The secret is really not to try too hard. Let the content speak for itself, but gently guide Google in the right direction.
To conclude, keyword research still matters and should be part of your online marketing strategy. But it’s just one weapon in the arsenal, and merely area of the story. Get too obsessive about keywords, as well as your content can lose a few of its allure that would otherwise attract readership. Remember you’re ultimately creating content to your readership give that the primary focus, and make use of market and keyword research as an additional kick in the correct direction.