A recent post on social media got me thinking. It stated keyword research no longer had any relevance, that it was old and outdated, and should ignored. Were they right? Or is market and keyword research still relevant, and if so, how should it be utilized in today’s online environment? Needless to say, several things have changed over the past few years. Here are three of the most important factors:
Google released their Penguin and Panda updates that fought back against shady SEO practices such as content that had been over-optimized for particular keywords, and backlink profiles that have been too heavy on the use of keyword linking. Google moved all their searches to HTTPS, using the result that searches were encrypted and website owners were no more able to see which keywords had led a specific visitor to thir site.
Google released their Hummingbird update, which meant search results were more in accordance with the user’s intention, rather than the exact keyword that they had entered.
The overall effects were the following:
It had been now harder to determine the profit potential of various keywords, and for that reason things to optimize content for. It became harder to get content ranked through keyword optimization, and over-optimization is acceptable against you. However, it didn’t mean, as many people continue to believe, that keyword research and optimization was past its use-by date, as well as no further relevance.
Sure, there are many other elements now at play, like social networking signals … nevertheless it doesn’t follow that keywords are now from the mix completely. It really means you must continue to work harder to generate great content that offers real value, that people may wish to share.
The only people really hurt through the changes which can be as Google had intended were people creating valueless, non-original, poorly written content on the cheap to do something as search engine fodder to artificially boost rankings. We should be thankful such activities are actually largely behind us.
In order to rank well now, your site content best be worth the cost. But you still must help Google along with other search engines like google understand what your content is all about. Along with your focus should certainly be on dealing with Google, instead of attempting to battle against their latest update to get your content artificially high. Such an approach is much more positive for the business long-term, and holds less risk. In a nutshell, you now must:
(a) Create quality content to start with;
(b) Help them to know very well what your content is approximately so they can rank it appropriately.
And this is just where niche research will come in. Ultimately, it’s information on supply and demand. You determine the ratio involving the ‘demand’ (the numbers trying to find particular keywords) as well as the ‘supply’ (the quantity of content on the market that already meets that require). Do the research properly, focus your site content on one keyword as opposed to another, and also you increase your chances of getting well-ranked, with an increase of visibility for your business because of this.
This aspect hasn’t changed. What has changed is you need a different approach in grow your fresno business efforts. So it’s now much more about using semantically-related terms than it is about placing a particular keyword in a specific position based on the latest formula you read about.
You’re keeping it far more natural, while clearly indicating to Google what your articles pertains to. Link building to your content still matters too, despite what you may have heard. Again, you will find simply more factors inside the mix, therefore the effect is much more diluted than it was once. But that doesn’t mean it’s no longer worthwhile. In reality, the exact opposite is valid if omvlyp wish to give your content greater prominence than the rest of the content available.
Once more, in building your links, don’t worry a great deal regarding the exact keyword you make use of to link back. Instead, use a multitude of related terms, in addition to more generic text, natural text such as ‘click here’, your website name, etc. The secret is not really to try too difficult. Allow the content speak by itself, but gently guide Google inside the right direction.
To conclude, market and keyword research still matters and should be part of your online marketing strategy. But it’s just one weapon inside the arsenal, and merely area of the story. Get too enthusiastic about keywords, along with your content can lose a few of its allure that would otherwise attract readership. Remember you’re ultimately creating content to your readership give that your particular primary focus, and make use of niche research as an additional kick in the correct direction.