How important will keywords be to SEO in 2022?

For years, the SEO community has been obsessed with ranking keywords as one of the many viable metrics to prove the value of SEO.

At the end of the day, rankings are important – but only if they drive business value, ie traffic, revenue, and conversions.

Google has become much smarter and better at understanding user intent, and algorithms now have a better sense of context and meaning, so keywords should always be linked to your content.

Are Keywords Important Today?

There is no short answer to this. If you ask if the keywords in the questions are necessary to provide a list of relevant files to meet an information need, the answer is no.

But if you ask what the importance of keywords is to Google’s indexing and retrieval system, the answer is a resounding yes.

Let’s take a closer look.

Why Keywords Matter in SEO

Keywords are key phrases that users typically use to search online. They use the search bar in their browser to type terms, usually consisting of one or more words that describe what they want.

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There are several types of keywords, including:

  • Branded
  • Unbranded.
  • Local and global.
  • Brand + Geography.
  • Brand + product etc.

Here are four key pointers in moving forward with keywords.

1. Keywords help indicate user intent.

Keywords are directional. They provide excellent clues that “point” to the type of content the searcher is trying to retrieve.

But the word problem still exists between the index system and the end users, who have many different ways of asking for the same thing or something similar.

That’s why Google and other search engines have state-of-the-art query extension technologies.

For example, an end user typing “fish tank” as a query can better see the first result of a tropical fish aquarium, which may be more relevant and useful than any other page to meet the information requirement. Is the only one that has a direct resemblance to words. “Fish” + “Tanks” to enable it.

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In addition, time stamps associated with keywords in the index for temporal analysis indicate refreshments to help detect trends, and then the event has to be traced for news results. And much more

So, yes, the closer the user gets to the query matching the relevant content, the better.

However, users do not know what they are looking for (if they did, they would not need a search engine), so search engines should be sophisticated with the discovery of definitions and associations.

2. Keywords help you find great distance opportunities.

When I research a possibility, I always look for visibility to see what the keyword rankings are in different zones, such as notable distance, progress, and so on.

For example, a previous client search term was too far for “business consulting”.

I reviewed the page to see why they weren’t ranking on the front page for their targeted keywords and found that the page does not cover all topics related to business consulting and to make them more comprehensive. There is a need to increase the content.

Once they developed the content based on our recommendations, we created external links and ranked them on the front page for “Business Consulting” within three months.

See Python SEO Script: Best Keyword Opportunities for a Simple Script with step-by-step instructions to help make this process faster and easier.

3. Keywords help identify the right target audience.

When we do a competitive analysis and look at the probability of a keyword or keyword for an existing client compared to a competing set, we can open the content gap.

We can see that they do not have the content to present this topic, or that they do not have the rating or refinement of existing content.

For example, I used to have a financial client who wanted to classify a “children’s bank account”.

After looking at the competitor’s visibility, we found that competitors rank for “teen bank account” and my client’s page title, titles, body content, etc. did not have “teen checking account” and hence the term Not rated for

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But children and young people are not synonymous.

Once we’ve created and refined content for “Teen Bank Account” instead, marked it with schema, created content around it, linked some internal links, promoted content, and so on. Conversion rates increased 13% YOY.

The keyword “teen bank account” helped us identify the right target audience.

Author’s screenshot, November 2021.

Consider just one site, USAA, has no teen keywords in the title. The screenshot below does not show any websites that are in the top 10, the title does not include “Children’s bank account”.

Do a Google search for the bank accounts of teens.Author’s screenshot, November 2021

4. Keywords help increase traffic.

It’s no secret that the majority of clicks are on the first page of Google. In fact, only the top result takes 28.5% of clicks.

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So, for example, since SEO.com is number 1 for “SEO Company”, a term that contains 16K queries per month, that translates 28.5% of clicks from that one keyword into 4,560 visits per month. Should.

If you increase visibility on the first page, your site can drive a lot of extra traffic, which could potentially increase sales of keywords that are more volume.

It doesn’t make sense to rank high on low volume keywords. Instead, focus your efforts on keywords with high volume and comprehensive content that will answer questions that will be useful to end users.

Many clients and articles focus on counting keyword success stories rather than measuring the impact of those successes (or not).

Getting a keyword on page 1 can be more effective for a brand than getting 100 keywords in position 1.

Should we still track keywords?

The answer here is a resounding yes: keywords still provide value by providing traffic, conversions, visibility and sales to key positions.

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For enterprise-level brands with many products and services, keyword tracking can be costly as there may be thousands or millions of keywords to monitor on desktop and mobile.

It is a good idea to have a golden keyword list of terms that give your brand the highest business value, namely traffic, revenue and conversions, and a mix of non-brand, brand, and product keywords that your Are important to the former. Page display

A brand wants to know what the terms of its highest volume are doing and wants to get maximum traffic from those keywords. It makes sense for enterprise level brands to track a few hundred keywords per basic business line and area.

Tips for finding the right keywords

Before you start using a wide variety of keyword research tools, always think like a customer and ask, “What is the purpose of my website and what problem am I going to help end users with?”

If you can answer that question, then you are on the right track to explaining your audience and your keyword strategy.

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For example, I did some decoration in my apartment a few weeks ago.

The company man was talking about a specific type of coating that can be used on window frames. I had no idea there was such a thing – and if I didn’t know it existed, I didn’t know how to find it.

So I have to tell Google to find a solution to this problem.

All clients should think like an end user and start their content with the details of the problem before they start their horn tonta about their best solution.

One of the keyword research data sources I would like to use is paid search data if it is available. If you have historical paid search data, you can see which keywords resulted in conversions and sales, which can help you specify which content you should create.

Read How to Do Keyword Research for SEO: The Ultimate Guide to More.

At the end of the day, SEO is about providing qualified traffic that converts into users. What good is a web site if it simply “blends in” with everything else out there?

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(Unless, of course, you don’t have a site that relies on ad revenue, affiliate traffic, or any other ad model.)

When keywords are actually useless.

It’s 2021, and we still see sites and the SEO profession focusing on keyword density. News Flash: The density of keywords does not matter.

Stop trying to include keywords in the content – if your primary keyword is at 10% KD etc. it will not help you to get high ranking.

Focus on writing content that meets the information needs and gives users what they want.

I’m still looking at sites that use keyword meta tags. Google devalued it a long time ago and it has no rating value and will not move the needle.

Lastly, it’s not a good idea to use exact match anchor text for all your links. Anchor text should be a mix of brand and non-brand with different keyword variations.

Google is sophisticated and if you have a lot of keywords with exact matching anchor text links, you can send alarms and your site could be penalized.

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Finish it

Keywords can provide business value when prospects and clients are ranking for high volume terms on the first page of Google, with 90 +% clicks.

Running ranking reports and viewing keywords that rank in different visible areas can help you uncover opportunities to create new content or expand existing content for existing landing pages.

Keywords will be around for a while and will continue to be used as a signal to indicate the type of content that the searcher is trying to retrieve from an organic search perspective. Is.

More resources:


Featured Image: Shutterstock / Symbian

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