Since the beginning of search engine optimisation, keywords have been the backbone of content marketing. They help you rank higher in SERPs and attract only the right audience to your website.
However, as SEO becomes more complex, the process of ranking goes beyond monotonous keyword usage. This may leave you wondering about the evolution of keywords and their impacts on modern SEO.
So, let’s discuss how keywords have evolved and their role in modern SEO and content marketing!
The Evolution of Keywords
In the initial days, keyword optimisation revolved around using exact keywords and phrases. Google would then match them with user queries and rank content accordingly. However, this often led to keyword stuffing and low-quality content issues, as websites focused more on quantity over quality.
To address this, Google introduced the Hummingbird algorithm update in 2013, shifting from exact-match keywords to semantic keywords. Semantic keywords refer to terms or phrases that are closely relevant to the user search query, such as synonyms and other relevant words.
They help search engines better understand user search intent and provide them with more meaningful and accurate search results.
Role of Keywords in Modern SEO and Content Marketing
We often hear “Keywords are Dead” in modern SEO and content marketing, but this is far away from reality. Keywords still play a crucial in today’s search engine optimisation, and the following points highlight this:
Higher Ranking and Visibility
Using keywords, especially long-tail semantic keywords, gives you the much-desired visibility. How? When you use terms that closely align with user intent, search engines like Google place your content at the top, resulting in higher rankings. Your content is the first source users stumble upon, and if you capture their attention, they will keep coming for more.
Attracts the Right Audience
The most important purpose of content marketing is to attract target audiences towards your business. However, this is only possible when you use the right keywords. By incorporating relevant, intent-focused keywords throughout your content, you draw in users who are truly interested in your services.
Hence, this significantly boosts the likelihood of engagement and conversions. For instance, in local SEO, you can use terms like “electrical plumbers in Sydney”, so only users searching for services in that location will find your business.
Helps Measure SEO Success
Keywords also play a crucial role in measuring the success of the business content marketing and SEO initiatives. For instance, you can track keyword performance over time to assess how well your content ranks. In addition, you can get information about what terms are driving more traffic and what improvements are needed to gain more results.
Tips to Use Keywords in Modern SEO and Content Marketing
To ensure your keywords generate the best outcomes for your business, you should make sure to use them properly in the content. Here are the tips you must follow in this regard:
- Must use the primary keyword in the title as it’s the first thing a user sees, indicating if your content is relevant to them or not.
- Ensure the keyword is also used in the URL so your content appears authoritative and meaningful to the search engines.
- Place keywords naturally in the article, and avoid keyword stuffing, which may make your content irrelevant and deter potential audiences. Generally, the keyword density should be 1% to 4%; however, it can vary per content.
Pro Tip: Keyword intent is what matters the most. Make sure your keywords and content match the user’s intent. Otherwise, Google won’t rank your content irrespective of content quality.
Future Trends: Keywords in AI and Voice Search
Here are some future trends in keyword research that you should expect in upcoming years:
AI Keywords Research Tool
The integration of AI in keyword research tools will gain traction. These advanced tools will make it easy for you to gauge the effectiveness of a keyword, along with predicting search trends and even suggesting content topics that are supposed to perform well.
Voice Search Optimisation
While it may surprise you, voice assistants are becoming extremely popular worldwide. Even 45% of Americans rely on smartphone voice assistants to discover information.
This pushes marketers and SEO specialists to adapt their content marketing strategies to optimise for voice search. Therefore, you’ll see a rise in the adoption of long-tail keywords and conversational phrases that mimic natural speech patterns, making content more discoverable.
FAQs
What are keywords, and why are they important in SEO and content marketing?
Keywords are phrases that are added to the content to boost its ranking in search engines. They are important for SEO as they help businesses drive the desired results and achieve more visibility.
How do I conduct keyword research effectively for my content strategy?
To conduct keyword research, you should first identify your target audience and understand business goals. Then, use keyword research tools like Semrush, Ahrefs, and Google Keyword Planner to find the relevant keywords.
What is the difference between long-tail keywords and short-tail keywords?
Short tail keywords are general terms and phrases that consist of one to two words, have more search volume, and are highly competitive. On the other hand, long tail keywords contain three or more words and are more specific. They generally have a low search volume and are easy to rank.
How can I optimise my content around target keywords without keyword stuffing?
To optimise content around target keywords without stuffing, use target keywords and their synonyms naturally throughout the article. For instance, you should place them in H1s and H2s as well as in the content body. Remember not to place a lot of keywords in close succession.
What role do keywords play in optimising on-page SEO elements like title tags and meta descriptions?
Keywords play a crucial role in optimising on-page SEO elements, including title tags, headings, and meta descriptions. They indicate to the search engines that your content resonates better with the target audience’s query, providing higher ranking and more visibility.
Conclusion
Keywords are still important for modern SEO and content marketing, helping your business attract the right audience. Wondering which keywords specialist to get for your business? 3 Phase Marketing is the ultimate solution! We are an expert SEO agency in Australia, offering top-notch SEO services to raise your content’s ranking in search engines.
Contact us today to get more information about us and how our expertise can drive your business online success!
