The Keyword Conundrum: Do They Still Matter for SEO in 2024?

Regardless of where we find ourselves in the digital age, one question remains: “Do keywords still matter, even in 2024?” The short answer is yes, of course. Though not in the same way they used to. While keyword research and optimisation are still essential, attention has long moved away from overpopulating online content with keywords. Search engines have now set their sights on understanding user intent and providing quality content that blends with relevant search terms.

SEO keywords still have a place in raising organic search traffic and serve as an anchor in connecting users with your website. While understanding a user’s search intent doesn’t solely rely on keywords, they remain essential building blocks for Google’s indexing and retrieval system.

Let’s take a deep dive into how much value there is and provide more understanding of the question being asked.

Semantic Search and User Intent

Today, search engines like Google prioritise understanding users’ search intent behind the keywords they type. Algorithms, therefore, review content, synonyms, and related terms to provide the most relevant results, even if the exact keyword is missing.

Here’s the New Reality

Understanding what users are hunting for is crucial. Content and purpose provide relevance. For example, someone searching for the “best wetsuit” may be in a different stage of buying than someone looking for “wetsuit repairs near me.”

Generic keywords are facing a backlash, and long tail keywords are now your new best friend. Setting your sights on longer, more specific phrases like “summer wetsuits for curvy women” allows you to reach a more niche audience and can separate you from competitors.

Google’s algorithms are trained to understand the relationship and meaning between words and may help your content’s topical authority and boost your search visibility.

Understanding more about what topical authority is…

Imagine you’re looking for the best surfboard in town. You wouldn’t trust recommendations from someone who only knows about one type of board, right? Topical authority is like having a reputation as the go-to expert on a specific topic, showing search engines you have the most knowledge in your industry!

Here is a breakdown to help you better understand. For learning purposes, let’s highlight the main keyword, “wetsuit.”

• Activities: surfing, diving, scuba, snorkelling, kayaking, and paddleboarding
• Features: neoprene, thickness, seams, fit, warmth, buoyancy and flexibility.
• Types: full suit, shorty, steamer, split suit, triathlon, drysuit, and rashguard.
• Brands: O’Neill, Rip Curl, and Patagonia.
• Purchasing: wetsuit fitting, wetsuit rental, wetsuit repair, and wetsuit deals.
• Additional keywords: water sports, ocean, performance, comfort, safety, and sun protection.

3 Supporting SEO Statistics You Should Know

1. 70% of queries now stretch to four words or more. This trend towards long-tail keywords reflects a want for specificity, and these detailed searches often translate to higher conversion rates as users land precisely on what they need.
2. Companies that maintain active blogs boast 434% more indexed pages than those businesses that don’t, naturally leading to an increased pool of potential customers.
3. A handful of factors influencing Google’s search rankings are high-quality content, positive page experience related to quick load times, easy-to-follow navigation and relevant information, plus links. These days, search engines care more about relevant, high-quality links that show your site is an authority on the topic than having random, irrelevant links pointing to your website.

Think of keywords as guides. They can help you…

• Gauge your target audience: Researching keywords reveals what people search for regarding your industry.
• Point content creation in the right direction: Keywords indicate what topics your content should cover, addressing the needs of your users and providing valuable information regarding their queries.
• Onsite optimisation: Keywords placed in page titles and meta descriptions help attract clicks and educate online users about what your content is about.
• Performance tracking: By monitoring keywords and their rankings, you can measure the effectiveness of your SEO efforts.

Keyword Search and Insights Toolbox

The right tools can make all the difference; here are a few to help you with your SEO efforts.

• Google Keyword Planner
• SEMrush
• Moz Keyword Explorer
• Mangools
• Ubersuggest
• AnswerThePublic
• Soovle
• KeywordTool.io
• Google Trends

Final Thoughts: The 2024 SEO Landscape

In 2024, the focus for SEO to succeed and yield the results everyone is after will be quality over quantity. Make the shift in creating valuable, information-rich, engaging content that weaves keywords into the text while serving the user’s intent.

To wrap up, focus efforts on the following:

• Prioritise helpful content in the form of informative blog posts and guides that answer frequently asked questions. Avoid overwriting and concentrate on providing content your audience wants to consume. You need to establish your authority and avoid frustrating readers with unnecessary words. For example, if someone wants an apple pie recipe they don’t need to know a long back story about how you came up with it. Don’t fixate on word count as it’s not a ranking factor.
• Target relevant long-tail keywords.
• Use natural language. Write for humans and not search engines.
• Avoid keyword stuffing; this will only hurt your rankings and user experience.
• Make sure that your website is mobile-friendly, has a fast loading speed, and is easy to navigate.

Unlock Your SEO Potential

Do you ever stare at your website, wondering, “Is this enough for SEO?” Or maybe you’re drowning in keyword research and marketing strategies. Found understands. We’ve all been there. We’re here to help businesses like yours navigate the ever-changing SEO landscape and climb search engine rankings.

Ready to take the first step? Schedule a free consultation and chat with our SEO experts to get a personalised roadmap for your business.