It seems almost obvious that keywords matter when it comes to google search rankings. The problem is this technique is ineffective and it’s largely a waste of time. Make no mistake keywords used do matter a lot at one point. Over time search engines have diversified their criteria for search engine ranking to accommodate other metrics. Everything that we knew about backlinks and keywords has been completely changed. Make no mistake, keywords still count as a critical part of site ranking. However, it has to be fitted along with other tactics that are in line with search engines algorithms. Here are 3 major ways the SEO game has changed:

I. Diversity over SEO.

The Google algorithms have changed a lot. There are over 200 metrics that are used by Google’s hummingbird to determine site ranking. These include ease of use, site design, quality of content, outbound links, inbound links, social media shares etc. The search engines have tried as much as possible to ensure that the thought leaders come out at the top. Therefore it takes more than mere tricks and quirks to take it to the top ranking on search engine pages. This means that focus on keyword search alone will not yield the optimization needed to succeed.

II. Placement over Frequency.

Even though keyword have reduced in their power and overall efficiency they are still important. Case in point, it’s critical for you to include longtail keyword in your page title. It’s also vital to have it in your image descriptions, subheaders, Meta descriptions and at least thrice in the main content. This simply means that keyword is still important. Keep in mind that it’s more important to have quality rather than mere keyword stuffing. Overusing keyword tends to lower the quality and two of the content which diminishes content quality.

III. Prioritize Semantic Search.

When it comes to keywords we are often informed about longtail and short tail keywords. Longtail keywords are those with more than three words. Longtail keywords are preferred because they target a more specific search. Search engines rely on semantic search when it comes to rankings. The algorithms try to tease out the meaning behind your keywords. Google no longer rank keywords from your site. It seeks to interpret the content on your site and reach its own conclusion. That’s why it’s critical for you to optimize your site for specific meaning rather than specific words and phrases.

IV. Site Structure Is Critical.

Site structure is one of the ways of making your site more navigable for users. Google will reward you based on the ability of your users to access the specific information on your site. Make sure you title your pages appropriately. Also use header bar to create ease of navigation. Create a crawlable sitemap that can aid users to specific keyword content. Also, create lots of internal content connectivity by interlinking pages through short and concise links at the end of each content. So the fact that keyword and keyphrases no longer have much power over site ranking is not a reason to dump them but it is a reason to minimize their utilization and optimization.

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