Is keyword optimization a thing of the past or one concept right at the exit? Well, probably it’s common belief that keyword optimization is here to stay, but on the contrary, it’s probably more accurate to say keyword strategy is here to stay!
Keyword optimization involves researching and identifying the best keywords for your site that are likely to draw maximum traffic. Indeed using keywords that are likely to perform well is important. However, using keywords for the sole purpose of having them appear on your site may not double your traffic.
Previously, keyword stuffing was the in thing, and everyone and every company with some online presence had one too many keywords, repeated one too many times on their sites. Soon after came keyword targeting and everyone was required to strategically place keywords in their content and keep the frequency at a reasonable maximum. Well everyone is up to par on that issue as well. But has everyone made it to the golden first page? Not really!
Probably the top most reason that explains why the approach to keyword optimization is failing is the launch of Google Hummingbird. Google Hummingbird is one of the latest algorithm technology Google is using to provide precise and fast results. One key feature of this Hummingbird technology that shouldn’t slip your mind is that it pays attention to the meaning or conversation of your content in general.
To make this concept easier to understand, let’s just say you should pay attention to the general message your site communicates.
So using target keywords for the sake of having them present or mentioned every once in a while may not be good enough to land you on that golden first page. To sum it up, you can state that keywords are tidbits of information that are considered in Google analytics, rather than hallmarks having an impact and quantifiable influence on your rankings.
Google no longer depends on finding a string of keywords that best answers a query. There is more on demand here, and probably your next guess is the demand for valuable content over keyword stuffing. Indeed, providing valuable content is key, but still, you must clearly identify the context in which you’re positioning that piece of valuable content.
Did you know that presently Google will read, analyze and form conclusions about your site? So the winning strategy is to optimize your site for a particular conversation or meaning-hence the emphasis on context.
Case in point, take a search query, such as ‘affordable tortillas in Bennington.’ Previously, Google Analytics would search for the specific terms- affordable, tortillas and Bennington.
However, now with the witty Hummingbird, Google will likely interpret the query as ‘find a provider selling tortillas at a low price and is located in Bennington.’
So having the specific string of terms (affordable, tortillas and Bennington) used severally in your content and all over your site may not count at all. Provided the overall context or conversation on your site does not indisputably say I’m selling tortillas at a low price and I’m located in Bennington you may not make it to that golden first page.
But then again you can’t have a forest without the trees? Right?
So, are you too focused on the trees- keyword optimization, while all along you’re missing the forest-keyword strategy? Can’t see the forest for the trees? Or can you?