As many people know, the role of keywords in SEO strategy is changing dramatically. The biggest cause for this change is the changes that Google has made to their importance. As SEO strategists know, any time Google makes a change, we must make adjustments to stay up to date. So, are keywords even relevant anymore? And if they are, what role do they play with Google's latest updates and changes? We've compiled the answers you need and an explanation of the relevance and role of keywords in 2019.

Changes in Google

Google has made many changes to its algorithms in recent years. Some of the most recent changes have drastically altered the importance of keywords. Google is getting smarter, and it now attempts to understand search queries, rather than seeking word-for-word matches. Beyond that, Google attempts to understand the meaning behind each piece of content on the Internet. For this reason, making sure there is an exact match for every possible search query is no longer important. Because Google attempts to understand search queries and web content, it's more important to make sure your content covers every possible topic.

Importance of Keyword Rank

Google has also made changes to improve the user experience. One of the results of these user-centered changes is that all search results are no longer the same. Your search results will differ based on your location. However, Google will also alter your search results based on past searches and your behavior on the Internet in an attempt to create the most meaningful search results for each individual. The result of these changes is that no two people's search results will be exactly the same. For this reason, tracking keyword rank is no longer a simpletask. There is no one rank for a keyword, as your rank will change depending on the searcher, their location, and even the time of day. While you can still track keyword rank, you should take it with a grain of salt, being aware that it is no longer an accurate science.

Keywords for SEO Strategies

These changes to the importance of keywords by no means mean that keywords have no role to play in your SEO strategy. The changes simply mean that adjustments to SEO strategies are necessary. Making a list of keywords based on terms your clients are searching for is an important step in developing your strategy. However, because exact match no longer matters, you no longer need multiple variations of the same keyword. It's more important to focus on the general topics that your potential customers are looking for and make sure that you have multiple pieces of content that covers each one. Rethink your keywords to focus on general topics and focus on quality content creation and your Google rank will improve.

Long-Tail Keywords

While the importance of keywords is changing, long-tail keywords are becoming more and more important. Long-tail keywords are especially important because voice search is becoming an immensely popular means of searching the Internet. When people use voice search, they speak colloquially, usually asking questions, to find the answers they're looking for. To accommodate this type of search, it's important to include common questions and long-tail keywords into your content to ensure that your website pops up for voice search.

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