LATEST

When asked about search engine optimization, the first thing you think of is keywords, right? With the influx in SEO experts and agencies that specialize in SEO, it seems as though everyone knows how to game the search results and rise to the top. While not all of those tactics may be ethical or up-to-date, they all have one thing in common: keywords.

In 2017, keywords still matter in search engine optimization. After all, understanding which keywords your audience is searching for is the first step to a successful SEO strategy. However, how you leverage those keywords has changed.

Past Keyword Tactics for SEO Success

In the early days of SEO and the marketing world, the main way to guarantee top search results was through keyword usage. This led to a problem known as keyword stuffing. Those creating content and building websites would cram as many instances of the keyword as possible into their messaging. As a result, sentences would be clunky and difficult to read.

Here’s an example of keyword stuffing using the keyword “Nashville coffee shop”:

Looking for a Nashville coffee shop? Our Nashville coffee shop offers a variety of roasts, menu items, and comfortable seating for guests to enjoy. When dining at this Nashville coffee shop, you can catch up on work, meet friends, and enjoy a multitude of singer/songwriter concerts you won’t find at any other Nashville coffee shop.

It’s nauseating.

While websites formatted as such would rank well, Google and other search engines noticed that these websites appealed to the search bots—not the paying customers. Over the years, search engines have shifted towards user satisfaction by focusing on ranking quality content that seeks to answer the user’s query.

Today, content writers, SEO pros, and digital marketers should focus their efforts on the following keyword tactics.

Long Tail Keywords

One of the many changes in search behaviors over the years is the use of long tail keywords. Instead of searching “coffee shop,” users now search for “coffee shop near me,” “best coffee shop in Nashville,” or “coffee shops with live events.”

It is imperative to incorporate these keyword phrases into your content marketing and search engine optimization strategy. To determine which long tail keywords your audience is searching for, head to Google and type in your main keyword. You’ll notice that the search engine offers suggestions as to what to search. These are the long tail keywords to consider adding to your content.

Use Backlinko’s guide to long tail keywords for more guidance!

Latent Semantic Indexing (LSI) Keywords

While this tactic has a complicated sounding name, it’s quite easy to implement. Latent Semantic Indexing keywords refer to phrases similar to that of your keyword. Google’s Hummingbird algorithm takes these keywords into consideration to help rank content for specific searches.

For instance, if your keyword is “best coffee shops in Tennessee,” similar keywords to use throughout your content could include:

• Top coffee shops in Nashville
• Where are the best cafes in the South?
• Buy coffee in TN

The possibilities are endless. Since your users won’t search the exact same thing every time, you don’t have to rely on exact match keywords thanks to this tactic.

Answer Customer Questions

Think about what you search for online. Often you’re searching for answers to a question, correct? With this in mind, you need to make sure that your content answers the concerns your users are searching for. Find the long tail keywords associated with these questions and incorporate them into your content accordingly.

By focusing on quality content with the right keyword tactics, you’ll be all set to conquer the search results in an ever-changing digital world.