The search engine optimization game used to revolve around keywords. SEO has come a long way since then - but does that mean you should abandon keywords?
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In the early days of search engine optimization (SEO), keywords were everything. Many search engines including Google relied heavily on matching keywords and phrases in a user’s search query with real pages on the web. For example, if a person searched for “hot dog restaurant,” Google’s algorithm would disproportionately favor domains and pages with the exact phrase “hot dog restaurant.”
This led to the rise and dominance of keyword research, and keyword-centric SEO strategies. Writing content and building links that contained the phrase “hot dog restaurant” could practically guarantee your ranking for the phrase — but that's not the case anymore.
Google's algorithm update in 2013, called Hummingbird, introduced semantic search capabilities. Google started looking at the context of content, rather than just scanning for specific keywords, which required SEO and content marketing strategies to shift away from a keyword-density focus.
But that doesn't mean keywords aren't still relevant. So how can you implement the best content marketing and SEO strategy?
The importance of keywords
A keyword is defined as a search targeted word or phrase in your web content that a search engine can use to establish relevance. In modern parlance, a "head keyword" is a short,...
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