A lot of webmasters & specialists connected to the Digital Marketing world would say “keywords are dead.” However, this isn’t true! After all, it isn’t possible for content to rule as a king without keywords being an important part. What are keywords? These are words and it is virtually impossible for content to be created without words.
If something is dead in this scenario, it has to be illogical practices such as gaming search engines and keyword stuffing. Since it has been over two years that Search engines surpassed human intelligence, SEOs cannot play games with the system anymore. Google will instantly give them a death sentence.
It is crucial to understand the fundamental difference between integrating keywords into content for the sake of users and for the sake of search engines. The idea is to focus content on users. It should also be done in a fashion to help content perform well at search engine ranking results.
This is the basic rule. Imagine that a search engine is a database and a website is a file within that database. So if a website is devoid of words someone searches for, it will never be found. Whenever you file papers into folders and include these in the filing cabinet, it is essential to organize papers by topic. Thereafter, label folders with that specific topic. Similarly, imagine including keywords and optimizing a webpage as a process similar to labeling the topic which makes it easier to locate. In contrast, being lazy and stacking everything together, and dumping it into the cabinet will lead to a complete mess. It will be extremely difficult for you to locate it later when you need it. Hence, focussing on efficient keyword optimization will help you a great deal. It will make it easier for Google to recognize the content and users to locate it as needed.
Being Stuffy is Risky
Instead of stuffing keywords into search engines, it will be better if you focus on writing for the user’s sake. In the past, SEOs misused the concept of keyword integration. They used to repeat a specific keyword several times on a page. This would annoy readers and makes the text of the page unreadable. Hence, it is crucial to avoid stuffing keywords unnecessarily.
What to Do?
There are definitely several tried and true tactics related to content building that one can implement for enhancing search engine visibility. Presently, search engines do not ignore the META page titles. They also pay attention to headings and on-page content holding significant relevance to your topic. The intended visibility of a webpage is still important for search engines. This means they will assess if you have it displayed and/or linked from a site-wide menu prominently. Search engines will see if a page is distributed well on social media and the click it gets. It matters if relevant websites are linked to your content. Other elements search engines consider useful include relevance and user engagement.
It is important that you focus on your competition seriously. So see if your competitors have a page on their website that ranks well for the topic that you plan to write. These pages should be written really well. It matters whether your competitor enjoys a large social media presence. In case, they do, it may be tough for your content to rank. Despite the best quality content you have, the competitors are making extra efforts and are way too advanced in using strategies for ranking well on search engines.
Placement of Keyword
So, keywords are not totally dead. Google will still require a certain type of text to figure out what your organization does. Keywords are actually informational tidbits that help Google’s analysis process. Here, keyword placement matters more than their frequency. For instance, posting “hair care salon” placed once in the title tag of your website and once in the header will matter a lot as compared to stuffing it several times into the body.
Google will break your website down into key areas. Here, the elements listed below take priority in the following sequence:
Meta Information – Top Priority
Headers – Top Priority
Body Copy – Secondary Priority
Side Bars – Last Priority
Footers – Last Priority
The above listed high-priority areas should have some description for your company in the metadata and header. If this is not done, the site may grow repetitive and even earn a penalty instead of a high ranking.
In a Nutshell
Keywords are not completely an obsolete element of SEO. At present, onsite optimization comprises much more than just keyword optimization. Keyword interpretation relies on a sophisticated understanding of human language by Google. So focus on providing your users with an amazing experience by publishing accurate and relevant content. Also, these should be capable of climbing the rankings fast.