Being in the top result is being sacrosanct to the user’s search.
When Google arranges websites with ranks in the search results, the best logic it uses is that the best amongst all answers comes first.
It finally gives the result that places the websites in order of importance to a particular search query to the top of the SERPs (Search Engine Results Pages). And this is the major reason why Google started working on their Knowledge graphs.
In a nutshell, in crafting a multiple database, Google wants a better understanding of how different search words are related or links to one another to show users the most relevant sites.
For example, a keyword ‘Jupiter’ won’t be associated with only a planet within the system, but also can mean the King of the Gods, also called Jove.
Almost an equivalent thing with the Greek Zeus, Jupiter was one among the youngsters of Saturn.
However, Google will first display the websites that are associated with the earth first, which is probably going to support the frequency of similar search queries.
The majority of the search queries containing the word ‘Jupiter’ appears to be associated with the earth, and not the mythology which isn’t commonly known. However, the traffic generated by the planet-related terms dramatically exceeds the traffic from the mythology-related terms.
This example depicts and shows why you would like to try keyword research before creating or starting any content. Analyzing the websites that are currently appearing in Google for your targeted search terms helps one to understand the users’ search intent.
Shifting or switching from a 100% match to wider topics makes your content more sacrosanct to the user’s search intent.
Using exact keywords match to form the content rank for a corresponding search query is required by the old-fashioned approach to SEO.
The context and semantic meaning of an enquiry came into the limelight (as against a specific word within the keyword phrase) after the launch of the RankBrain machine learning system and Google’s Hummingbird update in 2015 and 2013 respectively.
However, the new ranking system gave rise to a replacement method in SEO, and content is meant to be those specialized topics and search context, describing it thoroughly and intimately rather than using particular key content.
Content Is Necessary, But Not Cheap
Sometimes, bloggers try to create content on a regular basis, maybe for your blog, website, or newsletter, you might have an idea of how difficult it could be to produce high-quality articles consistently. It usually consumes a lot of time, is effort-intensive, and requires a high-level of expertise including good appropriate use of the English language.
But still, creating contents are just so necessary if your online business must go places.
We all know search intent has to be considered as well because some queries simply do not require an exhaustive article, but they require short answers.
To understand and spot the differences between these two approaches, let’s take a look at the following keywords below.
For example, if there is a website that wants to rank for Old photo cameras, antique cameras, where to buy a vintage camera, vintage cameras, vintage photo camera on sale, how to fix an old camera, etc. With the old-school approach, the problem should be able to create several pieces of content containing each of the targeted and pictured keywords.
The problem spotted with this approach is that such content would unlikely be considered comprehensive by Google or search engines.
You need to look ‘behind the words’ to analyze the search intentions of the user looking up for a specific keyword, with the new approach.
For example, ‘vintage cameras’, ‘antique cameras’ and ‘old photo camera’ might be searched for by an individual who is generally interested in old-school photography equipment. In this case, one may need a wiki-like page stating the most popular vintage photo cameras with their descriptions.
Also, ‘buy old camera parts’, ‘how to fix an old camera’ and ‘vintage camera parts’ are probably searched and looked up by a person who is in control of an old camera that requires fixing.
In this case, a well-detailed guide on the components of the vintage cameras with advice on how to fix them would be a match for section search queries.
In conclusion, satisfying the user’s search intent does not necessarily mean including an exact keyword in your content. Instead, you should focus on the semantic field, or a general topic, where these keywords belong because this is what the audience is actually interested in.
Creating semantic groups from your well-known keywords and creating in-depth content around it to find the topics will help you generate the most traffic to your website.
Here is another risk in investing the content creation for keywords and topics that are simply too competitive.
These could include head terms such as “SEO” to slightly more long-tail keywords that also have competitive features due to the revenue potential (think buying keywords) such as “buy digital SLR.”
The SERPs for those keywords are usually occupied by extremely authoritative domains, leaving little space for a new audience.
To avoid this risk, one needs to locate or search which of the search queries is usually searched for the most currently and understand how difficult it would be to rank for. Google Keyword Planner is a great free tool for keyword research, in the sense that it allows you to see not only the popularity of a particular word, but it also indicates how difficult it may be to rank for it.
Even though a keyword research tool says that the competition level is Medium, one still needs to know exactly who you are standing against or standing for to evaluate your chances.
Long-tail keywords are longer keywords. For instance, instead of a keyword (or search phrase) consisting of 1 or 2 words, one may want to go for terms containing 3-5 words.
This explanation should help you better understand why keyword research is crucial for SEO success.
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