At one point, keywords were the backbone of search engine optimization; when you wanted to reach the top of Google, you filled your website with the keywords you wanted to be ranked for and after that, you sat back and watched your rankings climb (heck, our digital marketing agency remembers it). In today’s SEO world, keywords are still important, however, there are other things that you should consider when aiming for a well-ranked website.
One example is content positioning. Google is constantly updating the way that it reads and indexes websites and today, it focuses on the content at the top of your website (such as the title or heading) before it considers content at the bottom (such as footer text). This means if you’re going to use keywords, they should be positioned toward the top of your content. Don’t make the mistake, however, of stuffing your content full of keywords as you may have done in the past. Google doesn’t look for a sheer number of keyword phrases. Instead, it looks for the meaning of the content.
This brings us to another example: semantic search. According to Wikipedia, semantic search “seeks to improve search accuracy by understanding searcher intent and the contextual meaning of terms… to generate more relevant results.” This means that when it comes to your content, you don’t need to focus on incorporating a single phrase as many times as possible. Instead, you need to focus on incorporating phrases that are simply appropriate for your business. Today, Google analyzes websites based on their unique and relevant content, so your writing should be written toward your audience, not a search engine.
On a more general note, content amount is another thing to consider when you’re trying to appease Google. At one point, a website with lots of content was what the search engine considered favorable, but today it’s more about short and sweet content that makes its point and appeals to the reader. This also ties in to user experience and the idea that your website should be quick for visitors to access and easy for visitors to navigate. The more relevant your website is to your business and the more user-friendly it is to the Internet, the better it will do.