Keywords or Context: Which Have More Weigh?

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At this point, we are certain that most already understand what Search engine optimization or SEO is all about. However, for the benefit of those who have just found this page for a specific query that pertains to page optimization, let us just set our perspectives.

SEO Defined

SEO is the practice that internet marketers use to increase the visibility of a website or a web page in a search engine’s unpaid results. This manner of making one’s page visible to a user is often referred to as “natural,” “organic,” or “earned” results. As opposed to a paid search, where a website owner advertises his page within a sponsored listings search engine, or by paying every time the advert created by the site owner is clicked (this is what is referred to as PPC or pay-per-click) or every time the advert is displayed on the page on which a user is viewing (this is referred to as CPM or cost-per-impression), the user viewing an unpaid result, is guided by his need for specific information, hence certain “search query” or keywords, as we have been long acquainted with the term used, is/are keyed in the search box that is generally found in the upper right portion of a page, placed instead of the website address on an existing or a new tab, or on search engines such as Google.

Basically, the higher ranking a page receives from search engines, and the higher the incidence a site appears in the search results list, the greater number of visitors it will receive from the search engine’s users. Image search, local search, video search, academic search, news search as well as industry-specific vertical search engines are the different search engines that SEOs efforts are focused on to get a higher ranking on these search engines.

How is SEO done?

Search engine optimizers or SEOs consider how search engines work, what people search for, the actual search terms or keywords used, as well as which search engines are preferred by their intended audience. SEOs edit the content of a website, its HTML as well as the associated coding to improve the site’s relevance to specific keywords, as well as to remove obstructions to the indexing activities of certain search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

Keywords—SEO of the past

Keywords are words and/or phrases that an internet user type into search box of a search engine, like Google, to find URLs that match with the information required by the internet user.

Keywords receive unique searches per day depending on several factors. There are also some high performing keywords that are quite competitive online as many businesses are attempting to get referrals as well as traffic from users when they are searching for those keywords while others may not.

Current SEO trends

While keywords are nevertheless vital for businesses, the method by which we pursue these terms has already changed. This is basically due to how Google delivers search results at the moment. The process of delivering search results is completed with the help of algorithms or computer programs that search engines like Google has put in place to give you exactly what you want.

For example with a usual query, there are countless of pages numbering from hundreds of thousands to even millions of webpages that include helpful information related to the query. With the help of algorithms that are comprised of computer processes as well as formulas, your questions are translated into answers that may be found in any of the pages that appears within the search results. Google’s algorithms depend on more than 200 unique signals or “clues” that make it possible to posit what you might really be looking for. These signals include a number of elements like the terms or labels on websites, the freshness of content, your location, as well as the site’s PageRank.

Google Algorithm Update—Does it matter?

Note that for each year, a number of changes (about 500 to 600 times) occur within Google’s algorithm. Occasional major algorithm updates, including the Google Panda, Penguin, and RankBrain, affect search results, hence the ranking of certain sites within the search engines’ indexed pages.

Going back with the search query, what might be explicitly implied when considered using considerable elements to ascertain a webpage’s relevance to it, such as the perceived meaning/s of the word, or the word and/or phrases as used exactly on other pages, today is considered using a highly complex and automated bots or algorithm elements that include both the implicit as well as the explicit word/s and/or meaning/s associated with the user query or search term.

To make it easier to understand how the algorithm affects the visibility of a website based on an internet user’s information cued in the form of a search query, Moz examines the opinions of hundreds of the world’s brightest search marketer. Once sufficient information is gathered, correlation studies are conducted to better understand how the search engine algorithms affect the webpages during a search conducted by an internet user. These data provides insight into the number of factors that may help or hurt the visibility of a page or website in search engines.

Keyword or Context: Which Matters Most?

Considering the elements that go together to create the ranking of pages per internet user query, we may ascertain that search engines favor context more than the keyword used to generate the search results.

There are a number of key differences in Google’s search results that have quite a lot more to do with the context as well as the user intent than just with simple keywords and/or phrases. For instance, Google will provide results that are based on your location, depending on your computer’s IP address. For instance you keyed in a favorite food outlet. Whether your intent is just to find more information about the food outlet or about listing down possible locations where the food outlet may be reached, Google provides search results based on both explicit as well as implicit meanings created by the search query you provided.

SEOs Responsibility: Deliver User-Context Based Content

So it is not just providing you with pages with terms or search terms that are exactly as you have keyed them in on the search bar that will find its way ranked on the search results that the internet user will see.

As such, Google produces search results which are now based on the “user intent” or the context of the search.

Having this search engine changes in mind, SEOs now should focus on delivering the most meaningful as well as most useful results to its users. Instead of concentrating on stuffing pages with keywords, duplicate content, as well as other SEO tricks, the focus should be shifted on what the user really needs. What does your target user needs from you then?

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