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The Future of Keyword Optimization for SEO in 2015

Website Optimization CompanySearch engines like Google are still punishing websites for the obvious overuse of keywords, and this does not seem to be ceasing. The future of the SEO, in turn, appears to continuously be moving toward punishing sites that sacrifice exceptional content for redundant keyword usage (still thinking keyword stuffing will yield better rankings.)

Over the past decades, SEO has become an increasingly popular form of Internet marketing, but the tide seems to be turning towards incredible content being a better marketing tool in the upcoming year.

Signs that Keywords are Losing Significance

Google’s one two punch that has been delivered by Panda and Penguin updates has brought some changes to SEO. Panda, in particular, has “cracked down” on low quality content as well as “content farms”. Whereas Penguin waged war on keyword stuffing, scheme links and other tactics. This is forcing marketers to provide valuable and useful content instead of a visual vegetable soup of keywords.

The in-depth article search has also chipped away at SEO. This type of search is geared towards bringing longer-form, high quality content to the surface of search engines. This has been around since 2013 and has yet to go away. Higher quality content has its place, and it appears to be grower as the New Year approaches.

Also released in 2013 was Hummingbird, which essentially made Google searches more human. No longer were inquiries based on single [keywords] but by sentences. Just as a human would ask a question and require its answer, Google could search based on that as well. No longer did a person have to rely on the luck of choosing the right word query to find what they were looking for.

Google itself has also decided to hide keyword data from its Analytics. Even Google knows that keywords are not that important in order to determine keyword content for clients.

Search Intent

Through the years, Google has made adjustments to its search engines due to the habits and wants of the public. That is why, currently, Google tries to match the intent of the search instead of keywords. This doesn’t necessarily mean the end of SEO, but it does indicate a decrease in the need of heavy keyword usage.

Until search engines can read minds, there will be a place for keywords, but only when combined with quality content. Moving forward into the New Year, SEO marketers should shift their focus to creating better content. Now better content does not mean that a keyword or two cannot be added, it just means that keywords do not have to be the only thing that consumers read. The focal point is changing from thin content to meaty and worthwhile.

Be prepared for the upcoming changes in the world of SEO. It’s not important to have one word listed 8-10 times, it is now important to give people something worth taking time out of their day to read.

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