A newly released post on social networking 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 It stated keyword research no longer had any relevance, that it was old and outdated, and should ignored.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 market and keyword research still relevant, and if so, how should it be applied in today’s online environment? Obviously, numerous things have changed over the past several years. Listed below are three of the most important factors:
Google released their Penguin and Panda updates that fought back against shady SEO practices like content that were over-optimized for particular keywords, and backlink profiles that were too heavy on their own utilization of keyword linking. Google moved all of their searches to HTTPS, with the result that searches were encrypted and webmasters were will no longer able to see which keywords had led a particular visitor to thir site.
Google released their Hummingbird update, which meant search 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 had been now harder to determine the profit potential of different keywords, and therefore what you should 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 many people still believe, that market and keyword research and optimization was past its use-by date, and of no further relevance.
Sure, there are numerous other factors now at play, like social media signals … but it doesn’t follow that keywords are out of the mix completely. It just means you now must work harder to produce great content which offers real value, that people may wish to share.
The sole people really hurt through the changes which can be as Google had intended were people creating valueless, non-original, poorly articles on the cheap to act as online search engine fodder to artificially boost rankings. We need to all be thankful such activities are largely behind us.
If you wish to rank well now, your site content best be worth the cost. But you still need to help Google as well as other search engines like google know very well what your articles is centered on. Along with your focus should certainly be on utilizing Google, instead of seeking to battle against their latest update to have your articles artificially high. Such an approach is way more positive to your business long-term, and holds much less risk. In a nutshell, at this point you must:
(a) Create quality content in the first place;
(b) Help them to know what your articles is about to allow them to rank it appropriately.
And this is precisely where keyword research comes in. Ultimately, it’s information on supply and demand. You determine the ratio between the ‘demand’ (the numbers looking for particular keywords) and the ‘supply’ (the amount of content out there that already meets which need). Do the research properly, focus your articles using one keyword instead of another, and also you increase the chances of you getting well-ranked, with increased visibility to your business as a result.
This aspect hasn’t changed. What has changed is you need a different approach in seo fresno efforts. So it’s now a little more about using semantically-related terms than 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 site content concerns. Link building in your content still matters too, despite what you could have heard. Again, you will find simply more factors in the mix, and so the effect is more diluted than it used to be. But that doesn’t mean it’s no more worthwhile. In fact, the contrary holds true if omvlyp want to give your site content greater prominence than the rest of the content out there.
Again, in building your links, don’t worry so much regarding the exact keyword you use to link back. Instead, use a wide variety of related terms, along with more generic text, natural text such as ‘click here’, your domain name, etc. The bottom line is not really to use way too hard. Let the content speak for itself, but gently guide Google within the right direction.
To conclude, keyword research still matters and really should be element of your online marketing strategy. But it’s only one weapon inside the arsenal, and just area of the story. Get too obsessed with keywords, along with your content can lose some of its allure that will otherwise attract readership. Remember you’re ultimately creating content for your readership give that the primary focus, and utilize keyword research as being an additional kick in the right direction.