Importance of keywords in SEO

January 22, 2017
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If you were involved with keywords around ten years back, I guess at that moment it was one of the most searched topic across internet. Everyone was working on keyword density in order to rank their webpage, blog or website at the first page. SEOs used to calculate the ratio of number of times the keyword was used to the total number of words on the page on regular basis.

Search engines were very easily tricked using this strategy of keyword density. Unfortunately, this didn’t lasted too long as search engines evolved themselves with sophisticated algorithm’s.  Google updated it algorithm and started penalizing the sites who were into keyword stuffing.

However, many content writers still struggle with whether or not keyword density still has a place within SEO. This lead to change in the mindset of people and they started thinking that is there an optimal density that guarantees you’ll rank better for a given keyword? Do we still be calculating keyword density at this point? And if not, how do keywords fit into web-based content?

For the ones with similar questions, would be able to find the answer in further discussion in this article.

Firstly we need to understand the importance of keyword in 2017.
Time has changed and evolved with better technologies across the globe with search engines becoming more sophisticated. To put it in simple words, keywords will matter in future also but now more emphasis is on the intent or meaning behind the keyword. Now unnecessary placing a keyword into a sentence does not matter.

Another important thing that came into picture is semantic search which means if you searched “wedding search” it is possible that you could end up ranking for “bridal dress designers”. So, while keywords do still matter, they clearly don’t matter to the extent that they used to.

 Best way to use keywords on a page

  • The way you place a keyword is more important than the frequency.
    I recommend using your primary keywords in your header tags (particularly H1 and H2 tags), title tag, h1 tag, URL, and at least once within the body of the text content.
  • Long and valuable content. I would suggest that focus should be on creating long and valuable content for higher rankings. writing long-form, highly-detailed, valuable content will give you the best chance of gaining inbound links, social media sharing and increased search rankings.

Conclusion
It is possible that a page containing very less or even no instances of the selected keyword can rank highly for that keyword, whereas a page with considerable use of selected keyword and variations can receive no search visibility.

What I can conclude is that focussing on keyword density might lead to manual or algorithmic penalty no matter you put the best coverage of a topic to your page. A Better way is to focus on covering a variety of related subtopics while providing valuable content for the readers.

The key to raise your rankings in 2017 is to provide the valuable content by covering the topic in a very well and in depth manner.

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