1.
How to Gracefully Transition
from Keywords to Topics

2.
Keywords to Topics
• Since Google recently switched
all of its keywords to “not
provided,” many SEOs have been
frantically searching for a new
way to conduct keyword
research.
• This update may signal a
widespread shift towards
focusing on topics instead of
keywords.
• But is finding alternate ways to
acquire keyword data really the
best solution to this problem?

3.
What does it mean to base your SEO
strategy on topics instead of keywords?
• Topics instead of keywords
means using entire queries
instead of the one or two
keywords that SEOs
traditionally focus on in a
query.
• Essentially, emphasizing topics
allows you to use a more
holistic approach to SEO.
• This is a radical change for
SEOs who have relied on
keyword data for years on end,
but we have to keep up with
Google!

4.
The Google Hummingbird Update
• With the Hummingbird
update, Google looks at
the whole phrase and
tries to understand any
synonyms or double
meanings that might be
applicable.
• It allows Google to
better process the
deeper meaning behind
any given query.

5.
• Keywords are still a valid part of your SEO strategy,
but they simply don’t have quite as much weight as
they used to.
• It’s time for SEOs to begin focusing on the big picture
instead of getting bogged down by focusing on
individual keywords.

6.
What Could Be More Important
Than Keywords?
• To put it simply, user
experience is far more
important than keyword
research.
• In the end, an SEO strategy
based on topics creates a
far better user experience
than those based on
keywords.
• A better user experience is
based on relevant, useful
content presented on a
well-designed site.

7.
Trending Topics
• There are a variety of
ways to conduct research
based on topics instead
of keywords.
• Many SEOs are turning to
Twitter’s “trending
topics” to get an idea of
what topics and queries
might be popular at the
moment.
• Google Trends can also
provide insight into
topics that are currently
generating interest.

8.
The End Result
• Writers are now freer to use
natural language as they deal
with fewer restrictions based
on keyword requirements.
• For SEOs, this shift allows you
to essentially create your own
keywords based on the
language that is most relevant
to your business.
• Study the intent behind any
queries that are related to
your business and develop a
keyword or topic strategy that
targets the interests of those
searchers.

9.
• “Not provided” keywords give you license
to unleash your creativity as you build a
content strategy for 2014!
• How do you plan to cope with the shift to
“not provided” keywords?

10.
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