It’s very much clear that the focus from the keyword based search engine optimization is dying drastically, as we can see the rebirth of long-tail keywords. Once upon a time, keywords were meant everything for Google campaigns. Google used to collate the data about the site solely from the keywords, which were present on the pages and on the links and from their companies could calculate their success based on how well their targeted keywords have been ranked. Anyone could understand it easily, just start stuffing and get ranking.
Even though, those black hat SEO practices have almost disappeared, however, there are many search marketers who stuff keywords. No doubt, with the help of keyword rankings you can measure the growth of your campaign, but now the relation between the search visibility and keywords success has become complicated and there are a lot of onsite optimization considerations to overlook.
To exemplify the declining significance of individual keywords, we have incorporated the analysis of onsite optimization factors, which hold importance more than the presence of keywords.
Placement Matters More Than Frequency –
Keywords aren’t melted totally in the water. In the end, Google also needs some source to figure out what exactly your company does. Earlier, the frequency of keywords used work well for ranking but now it’s a placement of keywords that shows impressive results. Putting ‘auto repair shop’ once in site’s title tag and once in header is more than enough than stuffing it five or more than five times in the body copy. Google gives first priority to meta information and headers, second priority to body copy and last is footers and side bars.
Google Wants Meaningful Content Not Specific Words –
This statement conveys exactly why keywords specificity is losing importance. When Google comes to your site to collect information, it is no longer going to pull out keywords phrases relevant to users queries. Instead of that, there is a mediator step. Google reads the data available on your website and starts to build its own conclusions about what your website and your business actually serves. If you find it a bit spooky, don’t worry you are not the only one, Google has started becoming extremely sophisticated.
Speed & Security Of Site Matter –
May be you already know that there are numerous structural factors, which can influence your website’s authority, despite of your content. For example, website that quickly loads rank higher than sites, which lag, therefore, first go and clean up your cache, plug-ins and take an efforts to improve your website loading speed. Along with speed, security is another aspect that needs to be considered. Have SSL encryption to boost up the ranking and even though presently it is minor, still it is more likely become major in the near future.
Semantic Search –
Semantic search, released back in 2013, as a part of Hummingbird update is another highly creepy functionality within Google, which has started to have a noticeable impact on user searches. The way Google takes meaning from the words on your page and not from the words; similarly it takes meaning from user’s searches through ‘Semantic search’. It has been a vital feature for any user struggling to search answer to a particular question.
Schema Gives Direct Visibility –
Google offers some very particular markup formats for different categorical entries on your site, like places or events. These markups, which we usually found at Schema.org, help Google to simply process and understand particular forms of information on your website. Then it can utilize those entries to show exact information in its Knowledge Graph, offering your site more visibility without a base in keyword relevance and offering users more direct answers to the questions.