Should we stop creating content around keywords?

As a follow-up to yesterday’s article on the changing face of SEO, I’d recommend reading Semantic Search: What It Is & Why It Matters for SEO Today on Search Engine Journal. Not as geeky as it sounds, the article explains that “Search engine understanding has evolved, and we’ve changed how we optimize for it as a result.” Identifying keywords is no longer enough, the author suggests; now we need to firmly understand user intent.

The way ahead is to stop creating content around keywords and think about broad topics to cover in-depth. In other words, “Instead of creating dozens of short, disparate pages each with its own topic, consider creating ‘ultimate guides’ and more comprehensive resources that users will find valuable.” Think about the journey people take to reach your site, and what they want when they get there. It seems a bit elementary, I know. But if you can crack this concept, you may have the key to better SEO and a better site.

As I mentioned yesterday, this is advanced stuff if you sell blue widgets and the Google results for that search are still rather poor. In that case, do not stop targeting those generic keyword searches for now. But do think about this intent-based approach, because it is the future.