Use of Keywords in the Content Written For Search Audiences

By afadminBLOG, Search Engine Optimization, Search Engine Watch

SEO professional, who have been working in this area throughout the past decade, will know how much has changed during this time.

There was no Panda, Humingbird, RankBrain or BERT in 2010. But it is surprising that many of us still think about SEO content as something which involves:

  • Addition of target keyword and its variants in the content for a specific number of times
  • Addition of keyword in the major places such as title tag, Meta description, and H1
  • Paying strict attention to the word count

However, this isn’t how things work now because Google has matured well over all these years. The practice of stuffing keywords in different areas of content is not how you can get it ranked now. You ultimately have to pay attention to what searchers are looking for.

What is SEO content?

SEO content can be defined as the content which is written for the purpose of improving search engine’s ranking of the webpage or website. This term was invented at the time when SEOs literally used to write content only for search engines, not for humans. And so, this term has fallen out of the favor with many professionals working in the SEO industry today.

Advancements in search engines have made the flaw within this term quite obvious. Search engines have worked well to become programmatic representation of the searchers. Search engines algorithms now focus more on what searchers would pick as the best result after entering their query. In this scenario, the answer to “how to rank” is to pay attention to what is more valuable for the searchers.

Making content SEO friendly

If you want to write SEO friendly content, you are going to have to focus on the intention behind searcher’s question. Furthermore, you will also have to pay attention to the high degree of expertise, authoritativeness, and trustworthiness of the content in order to make it rank well within SERPs.

When it comes to answering the question based on user intent, you will first have to pay attention to the title. Make sure that title is exactly the query that searchers enter into the search bar. And then, you will have to make sure that the content under that title fully answers the query.

E-A-T (expertise, authoritativeness, and trustworthiness) has become one of the major points of discussion in the SEO industry. High E-A-T content tends to attract more attention.

In other words, SEO friendly content is not the type of content that involves seemingly mindless insertion of keywords in different areas of the content body. SEO is well past that point.

Importance of Keywords for SEO

You may wonder about the use of keywords while learning about the role of E-A-T and searcher-focused content and titles. Do they really matter in modern day SEO?

The matter of fact is that the keywords have transformed into queries in the modern day SEO. Instead of looking for the ways to use keywords in the content, you need to focus on answering the queries. It means that you essentially need to do research about the top queries that searchers are using in order to get suggestions for the type of content they are looking for.