People have long said that content is king when it comes to SEO. Although this remains true today, the way we approach creating ranking content has changed dramatically. Here is what you need to know about content Keywords and ranking in this new digital landscape.

Search engines like Google and Bing are continually evolving and adapting how they evaluate content to deliver the most relevant Search results. Years ago, the basis of most SEO strategies centred around manipulating meta tags and keyword stuffing to improve a website’s ranking. This strategy proved highly effective for many years despite resulting in some awkwardly written copy designed to please search engines over people.

As time passed and technology got smarter, search engines also became more sophisticated. The practice of keyword stuffing or metatag manipulation to artificially boost SERP position was met with decisive search engine algorithm updates that shifted the power from keyword density to content quality and user experience.

Modern SEO ranking techniques focus on these same principles of quality and overall user experience; however, how we achieve these results has changed once again.

Keywords and Understanding Topic Taxonomy

Search engine marketing professionals are no strangers to adapting their strategies based on the latest technology developments. Updates, particularly by search engine heavyweights like Google and Bing, have significantly impacted most traditional SEO tactics, and one of the areas that has been most affected is how to use keywords correctly.

It may come as a surprise, but today’s search engines no longer evaluate content in the context of keywords; they recognize topics. This has been further expanded into the idea of topic taxonomy, which relates to how your content is organized into various topics and subtopics and how these interconnected themes contribute to the relevancy of your content.

A lot has been written about topic taxonomy and what this means for modern SEO, but what’s most important to understand is how to organize the hierarchy of your topics and subtopics in a way that clearly defines what the crux of your content is about. When crawling your website, a search engine will first examine your title tag to understand what your topic is before looking at headings and subheadings to better grasp what each block of content is about.

So, does this all mean that keywords are pointless? No, not at all. Targeted keywords are still crucial to effective SEO, as these keywords will form the basis of your topic taxonomy. However, more than ever, keyword research is critical in helping identify the individual keywords and phrases most likely to be used by searchers.

When it Comes to Topic Coverage, More is Not Always Better

On the topic of topics, another common problem that low-ranking content faces is trying to cover too much ground. Thin content, or material that delivers substantive text without any real substance, has long been a problem for writers. However, the reverse is also true. The inclination to overwrite and veer off-topic, also known as topic drift, can be just as harmful to your SEO as not writing enough.

Quality content should be comprehensive – remember, depth is important – but when it becomes overly verbose or strays from its main subject, it can negatively impact search engine rankings. Search algorithms prioritize relevance, and content that lacks focus will be difficult for search engines to understand. And if they cannot comprehend your content, it is unlikely to rank well in the SERPs.

Instead of including everything but the kitchen sink in your content, focus on creating concise, topic-relevant content and headings that signal your central theme to search engines.

Work on Your Long-Game with Long-Tailed Keywords

When it comes to keywords, being specific can be extremely beneficial. Long-tail keywords are related to highly specific search queries that are generally characterized by low search volumes. Here, the “long-tail keyword” is your broad or short-tail keyword, while the “long-tail keyword examples” or “long-tail keywords in SEO” would be examples of long-tail keywords.

Although this might not sound like a lucrative place to invest your time or effort, research shows that long-tail searches account for 70% of search engine traffic. So even if the odds of someone searching for your specific long-tail keyword phrase remain low, the payoff can make the effort worth the wait. Not only do long-tail keywords make up a significant portion of web traffic, but they are also much more likely to convert because they attract higher-quality traffic from more qualified leads.

Another benefit of targeting long-tail keywords is that they also tend to be easier to rank for because they are less competitive. Short-tail head keywords typically have the most competition, cost the most to rank for, and can take years to produce results. While you may not want to ignore them entirely, spreading your focus and aiming to rank for both long- and short-tail keywords provide a more balanced and likely more effective SEO strategy.

Zeroing in On Zero Click Searches

For a long time, success was measured in clicks and conversion, but with a growing prevalence of zero-click search results, how do you implement a successful SEO strategy?

Everyone loves it when the answer to their question is easy to find, that is, unless you are a website owner relying on clicks to generate traffic. According to a recent Semrush study, 57% of mobile and nearly a quarter of desktop searches for things like local businesses or services, quick conversions, and public information end without a click.

This zero-click content began creeping up after the 2012 launch of Knowledge Graph, which places information above organic results, or at position zero, on a SERP. If you have ever searched for anything on Google, you will have noticed things like Featured Snippets, Quick Answers, People Also Ask, Knowledge Panels, and Local Packs (map listings). These features deliver instant answers and often negate the need for users to click through and read the full content. That is good news for people but not great news for web traffic.

However, rather than fight it, there are ways that you can leverage these zero-click searches to your advantage because even if you do not earn a click from that specific keyword or phrase, there is still an opportunity to build authority and brand familiarity, which can eventually lead to engagement and conversions.

To navigate the challenges of zero-click searches, you will need to tailor your SEO strategy. For example, prioritize feature stories by targeting the right keywords, generally high volume, long tail keywords, and creating concise, informative content that answers that query. You can also increase your odds of being featured by structuring your content correctly; aim to answer the search query within the first paragraph and use clear and descriptive subheadings.

Final Thoughts

In the ever-evolving landscape of SEO staying up-to-date with the latest trends is not just a friendly suggestion, it is a strategic imperative. As the digital realm continues to transform, those who remain vigilant and responsive to these shifts will not only rank higher but will also build valuable online visibility and credibility in the eyes of both search engines and users alike.

The post How SEO Has Changed and What You Need to Know to Rank Today appeared first on Nirvana Canada.