Google is forever changing its algorithms to make your search results more relevant to what you are actually trying to find out. For the longest time, a huge chunk of SEO was placing keywords (what users like you type into Google to find what you are searching for) all over your webpage in hopes that Google thought this meant you know what you’re talking about. This was true for a long time.
It is getting to a point though that Google is starting to understand slang terms/phrases. It’s pretty fascinating actually, if you search “I bought a lemon, now what”, you won’t get articles about lemon recipes, you get endless search results about what to do if you bought a defective vehicle. This same idea of keyword concept over keyword density is showing up all over the place. Now Google doesn’t really care how often you use the word “Orlando Web Marketing” on your website. They care more that the content is focused around a certain concept relating to keywords people are searching for.
In my last post I spoke a lot about gaining Google’s trust. A lot of gaining trust was creating a good reputation for yourself. A keyword saturated website may have went over well with Google in the past, but did it ever really go over well with your target audience? Most likely not. That’s because your Orlando Web Marketing agency would definitely not be talking like a robot to get you to find their Orlando SEO page. You see what I did there?
NOW! Onto the good stuff. If individual keywords are out, how the heck are you supposed to show up on the SERP? The answer is still evolving. To start with, make your content fantastic, and relevant. Now that you can stop focusing so much on how to place that certain keyword all over your article, you can focus on writing it so that people will actually want to read it.
Don’t take this the wrong way though, keywords are still very important. Keywords are where Google makes all of their money, and it is for this reason that they will always have importance in SEO. There are certain things coming to light now though, that are changing the way Google will be using keywords.
Some Common Keyword Mistakes
1. Your keyword choice is too broad
2. The keyword you are going after has way too much competition
3. The keyword you are going after doesn’t get significant traffic
4. Focusing all of your efforts on only one keyword.
The last one is a doozey for most SEO companies…
They sell their clients on one keyword at a time. But don’t go yelling at your web guy just yet, that’s how it has been since the beginning of SEO! The truth is though, about 70% of your traffic is coming from long tail keywords you aren’t even optimizing for. This is because Google is changing into something that people see as an “answer my question now genie”, and they are wording their searches as if they are talking to a person. (It won’t be long until Google has a mind of its own..eek!). So if you want to rank, appeal to your target audience, rather than Google, but bear in mind that Google actually likes this natural approach and will reward you for it.
The main idea here is that we are focusing our content around ideas, rather than keywords, and in turn optimizing our page for thousands of keywords all at once! Genius!
This all being said, your keyword research process is going to have to have a bit of a makeover to stay on top of all of this.
Choosing your article “Concept”
-Your content should still be about your core keywords, so you will still have to do some research into what those keywords are.
-Use different sources for your keyword research. (ubersuggest, keywordspy, Adwords Keyword planner, Google’s related searches) and use results from them all to form your concept list.
-Get friendly with your modifiers- change up your keywords seasonally if need be. For example, add dates to your keywords, or try prices, location, intent, etc. (2014 web marketing strategies, free seo tools)
-Use this knowledge to create a somewhat large list of core keywords you want to base your content around. But remember, you can place that keyword in your article as much as you want, it won’t make the results any better!
This is only one method of keyword research. There are many more out there, and you will likely find yourself creating your own method. Regardless of how you choose to go about it though, remember to think of your keywords in terms of concepts, as this is a very important step in ensuring quality content development.