Keyword-based SEO is going through significant changes. Many wonder whether keyword usage is still relevant or not. One thing is sure, keyword stuffing has been a red flag for some time already. Where is the whole keyword trend going in 2015, is it dying?
How a site or page ranks for a keyword is still relevant. However, search engines have grown more sophisticated and can evaluate sites based on content quality and certain relevance criteria that were not in use before. They simply draw their own conclusions and it’s not about how many times you have inserted a word or phrase.
It’s impossible for keywords to die, because search engines simply work based on these. Users can only introduce keywords to obtain results. Placement, however, is definitely more important than frequency. Thus, placing relevant words and descriptions in title tags and headers matter much more than pages filled with the targeted keyword. The meta information you provide is the most important to search engines.
From short to long-tail
Short keywords are leaving the spotlight in favour of the long-tail ones, because these prove to be more relevant. These are straight to the point and filter the search results in a superior manner. The switch is logical because firstly it’s beneficial to the user.
Yes, you still have to do the keyword research, it is necessary because that will help you build the meaning. In fact, you will need all the relevant keyword you can get so don’t skip this stage. Also, small differences still make a difference so it counts whether you use the singular or the plural form of a noun, for example.
A strategy successfully employed by SEO Suffolk companies is that of connected keywords. Search engine recognise these so you don’t have the use the exact same keyword all over again on every page. Go for related ones and for synonyms and that’s how you create the meaning. Your site will score for that. Therefore, if you’re selling wedding dresses, you can use “bridal gowns”, “wedding attire”, “wedding dress shop”, “bride dress” and so on, and the meaning will be conveyed by all of these. Also, the standard meaning of a word is ignored by search engines in the favour of the actual meaning in that specific phrase. For example, searching for “fast cars” will direct you to actual fast vehicles, possibly race cars, and not to general car sites and pages about anything else that’s fast.
Nowadays, keywords are part of complex optimisation strategies and no longer on their own as SEO tactic. It is all getting closer to the way humans actually use language. Semantics are starting to get a leading position in online searches. All this means that you have to integrate keywords in your SEO efforts but in more natural, diverse and meaningful ways. You may not experience amazing traffic, but it will be more relevant. In the end, when you attract those viewers that you really need, you are getting more customers.