A newly released post on social media got me thinking. It stated keyword research no more had any relevance, that it was old and outdated, and should ignored. Were they right? Or is market and keyword research still relevant, and if so, how should it be applied in today’s online environment? Of course, numerous things have changed over the past several years. Here are three of the most important factors:
Google released their Penguin and Panda updates that fought back against shady SEO practices including content that were over-optimized for particular keywords, and backlink profiles that have been too heavy on their use of keyword linking. Google moved all of their searches to HTTPS, using the result that searches were encrypted and website owners were no more capable of seeing which keywords had led a certain 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 entire effects were as follows:
It absolutely was now harder to discover the profit potential of numerous keywords, and for that reason things to optimize content for. It became harder to have content ranked through keyword optimization, as well as over-optimization works against you. However, it didn’t mean, as numerous people still believe, that market and keyword research and optimization was past its use-by date, as well as no further relevance.
Sure, there are lots of other factors now at play, like social media signals … nevertheless it doesn’t follow that keywords are actually out of the mix completely. It simply means you now need to keep working harder to generate great content which offers real value, that people will want to share.
The only real people really hurt through the changes that is as Google had intended were people creating valueless, non-original, poorly articles on the cheap to behave as search engine fodder to artificially boost rankings. We should be thankful such activities are actually largely behind us.
If you wish to rank now, your content best be worth the cost. However, you still must help Google as well as other search engine listings understand what your site content is centered on. Along with your focus should now be on utilizing Google, rather than trying to battle against their latest update to get your articles artificially high. Such an approach is way more positive for your business long-term, and holds far less risk. In a nutshell, you now have to:
(a) Create quality content in the first place;
(b) Help them to know very well what your site content is approximately to allow them to rank it appropriately.
And also this is exactly where market and keyword research will come in. Ultimately, it’s information on supply and demand. You determine the ratio between the ‘demand’ (the numbers searching for particular keywords) as well as the ‘supply’ (the quantity of content on the market that already meets that require). Perform the research properly, focus your content on a single keyword instead of another, and you also increase the chances of you getting well-ranked, with additional visibility for the business as a result.
This aspect hasn’t changed. What has evolved is you require a different approach in rank higher in fresno efforts. So it’s now much more about using semantically-related terms than it is about placing a particular keyword in a specific position based on the latest formula you find out 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 will find simply more factors inside the mix, so the effect is more diluted than it used to be. But that doesn’t mean it’s no more worthwhile. In reality, the contrary is true if omvlyp wish to give your articles greater prominence than all the other content on the market.
Once again, in building your links, don’t worry a great deal about the exact keyword you make use of to link back. Instead, use numerous related terms, in addition to more generic text, natural text such as ‘click here’, your website name, etc. The bottom line is really not to use too hard. Let the content speak for itself, but gently guide Google in the right direction.
To conclude, keyword research still matters and really should be a part of your online marketing strategy. But it’s just one weapon inside the arsenal, and only portion of the story. Get too obsessive about keywords, as well as your content can lose some of its allure that would otherwise attract readership. Remember you’re ultimately creating content for the readership give that your primary focus, and utilize keyword research as being an additional kick in the correct direction.