Keywords are literally that – key words that we build our content around. It doesn’t matter what we’re selling, there’s a few key words that describe it and that people use to look for it. We take those and incorporate them into websites, emails, signage, blog posts, postcards, everything! For web search they are critical to use, and use well.
Search engines are getting smarter everyday and stuffing keywords in headers and footers without generating real, useful, relevant content around them. The marketing geniuses at Hubspot give us some great suggestions on how to up our keyword game.
Starting grounds: Semantic search shapes keywords
One primary reason that keyword research has become so much more complicated over the past several years is that search engines have changed. Instead of combing through content to pull out individual keyword phrases, today’s search engines are operating largely on the basis of semantic search.
Semantic search is also called intent-based search. It’s something that search engines gravitate toward more and more. The reason is that, in addition to searching from a variety of devices, today’s consumers are searching with a different set of queries. Ten years ago, a searcher may have typed, “Bagels New York.” Today’s searcher may use voice-activated search assistants and say, “Find me cheap bagels in New York,” or better yet, “Best breakfast places in New York.”
This change indicates a migration from cut-and-dry keyword phrases toward the searcher’s intent and context. While the searcher asking for breakfast places may not have explicitly mentioned bagels, today’s search engines are smart enough to understand that bagels and breakfast go hand in hand. A set of results listing bagel places likely would be relevant to this searcher.
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At Front Burner Marketing, keywords are our business. We’d love to help you find the keywords that people need to find you – and build fantastic content around them too. Contact us today.