Do keywords still matter for ranking? In 2023 we saw a huge shift in Google’s core updates that affected hundreds of thousands of sites. Many lost ranking for their target keywords, hurting their ROI and traffic.
So, has this affected the way we should use keywords in 2024?
Businesses Focus are Changing
SEO (search engine optimization), the role of keyword research, and how to rank have definitely been changing. And the way marketing agencies and businesses have been creating content is changing right along with it.
According to Search Engine Journal’s State of SEO 2024 report, they have been moving more towards omnichannel marketing, link building, understanding user intent, and developing content strategies to cope with the loss of traffic from SERPs. This plays into how keywords are being used and the focus shifting slightly off of them.
However, it’s not quite about them becoming “less important” as much as it is about how their use and purpose are shifting.
How Should We Use Keywords in 2024
How should SEO analysts be looking at keywords?
Keywords and rankings are still relevant, but not the sole focus. Instead of finding that one magical keyword to rank for and gain traffic, we need to shift our focus to other tactics such as:
- LSI and user intent: Google focuses more on understanding the context and intent behind searches, and LSI* (Latent Semantic Indexing) plays a key role in that.
- Topic clusters: Keyword research now revolves around building topic clusters instead of just chasing individual keywords. This means creating content that comprehensively covers a broader topic, naturally incorporating related keywords and LSI throughout.
*LSI keywords are semantically related to your main keyword, providing a broader context and helping Google understand your content’s true meaning.
With changes in how we focus on using keywords, there also needs to be a shifting emphasis on content in general:
- Quality over quantity: Keyword stuffing and blindly chasing high-volume keywords are outdated tactics. Prioritize creating high-quality, engaging content that truly addresses user needs and search intent.
- User experience matters: Google wants to deliver relevant and satisfying results, so optimizing for user experience (UX) through page speed, mobile-friendliness, and clear navigation becomes crucial.
- The rise of voice search and conversational queries: SEO strategies need to evolve to cater to the growing popularity of voice search and conversational language patterns.
- Long-tail keywords: Targeting long-tail keywords, specific phrases reflecting deeper user intent, can be more effective than generic one-word keywords.
Importance of Keywords in SEO
Some might argue that keywords still hold the key to ranking, especially for competitive industries – which is fair.
It’s still important we understand the competition for those keywords to gain insight into information, such as how long it may take your blog to rank, etc.
BTW, Anil Agarwal has a case study on the time it takes to rank for a keyword for those interested.
And high-volume keywords still drive initial traffic. But, focusing solely on them risks creating thin, low-quality content that fails to satisfy user intent.
It’s becoming more well-known that Google’s algorithms prioritize relevance and context. Meaning, well-structured content built around topic clusters and long-tail keywords can outperform keyword-stuffed pages in the long run.
Additionally, relying solely on keywords can neglect user experience and engagement. Focusing on high-quality content that addresses user needs provides value. Along with optimizing technical aspects like page speed, this can significantly improve rankings and organic traffic even without chasing specific keywords.
I don’t think keywords themselves are outdated.
They still have a very important use when it comes to Google understanding our content for their users. But its role has shifted towards informing content creation and topic exploration, rather than being the sole driver of SEO strategy.
Have you noticed a shift in the way companies are focusing on keywords? Have you changed as well?
Happy Optimizing 🙂
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