How Much Will Keywords Matter For SEO in 2022? - Search Engine Journal

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For years, the SEO community has been obsessed with keyword rankings as one of many viable metrics to prove the value of SEO.

At the end of the day, rankings are important – but only when they drive business value i.e. traffic, revenue and conversions.

Google has become much smarter and better at understanding user intent, and the algorithms now have a better sense of context and meaning, so keywords should always connect with your content.

Are keywords still important today?

There is no short answer to this. If you ask whether keywords in queries are essential to provide a list of relevant files to satisfy an informational need, then the answer is no.

But if you ask if keywords matter to Google’s indexing and retrieval system, the answer is absolutely yes.

Let’s take a closer look.

Why Keywords Matter in SEO

Keywords are the key phrases commonly used by consumers to find what they are looking for online. They use the search bar in their browser to type in the terms, which are usually made of one or more words that describe what they want.

There are many types of keywords including:

• Branded.
• Local and Global.
• Brand + Geography.
• Brand + Product, etc.

Here are four ways keywords continue to help brands.

1. Keywords Help Indicate User Intent

Keywords...

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