What role do keywords still play in SEO?
Most SEO campaigns start with keyword research. That keywords measure the success of SEO measures, lies like things. After all, good rankings on individual keywords and the visitors who come across a page are the goal and the reason for them.
However, with a series of algorithmic updates and changes to in-house services, Google has made it difficult to research and monitor keywords. Also, the targeted optimization of websites to desired keywords is no longer so easy after these updates from the hand.
Focus on keywords again
With the updates Penguin and Panda, Google gave the first impulse to rethinking keywords. Where keyword density and optimized link texts were almost grotesque, a restrained and cautious approach was adopted. Keyword stuffing should be avoided and link texts kept as natural as possible. Content marketing has become the new showcase discipline in SEO. Keywords did not play and play the prominent, overriding role.
With the Hummingbird update, the trend seemed to be confirmed. Semantics and user intent were the buzzwords. The intention of the user should be understood and served with content on the page. The simple scheme of searching for a given number of users (which we know from the Google Keyword Tool) and having that term appear on my page as often as possible to reach those users was history.
That a keyword strategy in 2015 must look #Skype different than a few years ago, is clear. But the central meaning, as the starting point of every SEO campaign, is still up to her. Finally, the, actually not so new, knowledge of the user intention also allows the following conclusion: In the search, each user can formulate his plan only in one or more words. Here we are again at the starting point and end point of every SEO measure.
See new requirements as opportunities
The increasing importance of semantic search challenges SEOs and site operators to understand the different intentions of users better. But that’s also a significant potential. Finally, Google reacts with its updates only to actual circumstances. Users do not just enter things they want to click and buy. They formulate their wishes, questions, thoughts, interests and problems in search terms.