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 It stated keyword research no longer had any relevance, that it was old and outdated, and should ignored.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 market and keyword research still relevant, and if so, how should it be utilized in today’s online environment? Obviously, numerous things have changed in the last couple of years. Listed below are three of the most basic 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 have been too heavy on their own utilization of keyword linking. Google moved all their searches to HTTPS, with the result that searches were encrypted and website owners were no more capable of seeing which keywords had led a particular visitor to thir site.
Google released their Hummingbird update, which meant search results were more in line with the user’s intention, rather than the exact keyword that they had entered.
The entire effects were as follows:
It absolutely was now harder to determine the profit potential of numerous keywords, and for that reason what you should optimize content for. It became harder to obtain content ranked through keyword optimization, and also 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, and also no further relevance.
Sure, there are numerous other factors now at play, like social networking signals … but it doesn’t follow that keywords are out of the mix completely. It simply means you now have to continue to work harder to generate great content that provides real value, that individuals will want to share.
The sole people really hurt by the changes that is 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 should all be thankful such activities are now largely behind us.
If you want to rank now, your articles best be worth the cost. However, you still need to help Google and other search engines understand what your site content is about. And your focus should now be on utilizing Google, rather than attempting to battle against their latest update to get your articles artificially high. This kind of approach is way more positive for the business long-term, and holds much less risk. In a nutshell, at this point you need to:
(a) Create quality content to begin with;
(b) Help them to know very well what your articles is approximately to enable them to rank it appropriately.
And also this is precisely where market and keyword research will come in. Ultimately, it’s information on supply and demand. You determine the ratio in between the ‘demand’ (the numbers trying to find particular keywords) and also the ‘supply’ (the amount of content available that already meets that require). Do the research properly, focus your articles on one keyword instead of another, and you increase the chances of you getting well-ranked, with increased visibility for the business as a result.
This aspect hasn’t changed. What has evolved is you want a different approach in marketing1on1 fresno efforts. So it’s now a little more about using semantically-related terms than it is about placing a particular keyword in a specific position based on the latest formula you read about.
You’re keeping it a lot more natural, while clearly indicating to Google what your site content concerns. Link building for your content still matters too, despite what you could 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 more worthwhile. Actually, the exact opposite is valid if omvlyp desire to give your content greater prominence than the rest of the content out there.
Once again, in building your links, don’t worry a lot concerning the exact keyword you make use of to link back. Instead, use a wide variety of related terms, in addition to more generic text, natural text such as ‘click here’, your domain name, and so on. The secret is really not to test too hard. Enable the content speak for itself, but gently guide Google inside the right direction.
To conclude, keyword research still matters and should be element of your online marketing strategy. But it’s just one weapon within the arsenal, and only portion of the story. Get too obsessed with keywords, and your content can lose a number of its allure that would otherwise attract readership. Remember you’re ultimately creating content for your readership give that your primary focus, and use niche research as an additional start working the best direction.