How to Gracefully Transition from Keywords to Topics


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In the wake of Google switching all of its keywords to “not provided,” it’s time for SEOs to focus on content strategies based on topics instead of keywords.

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How to Gracefully Transition from Keywords to Topics

  1. 1. How to Gracefully Transition from Keywords to Topics
  2. 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. 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. 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. 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. 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. 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. 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. 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. 10. Content Equals Money is a content writing service that serves a wide variety of clients with top-shelf shareable content. We cater to SEO marketing agencies as well as small business, providing content marketing strategies applicable to many fields. Whether you need content for yourself or content for your clients, Content Equals Money is the insource Writing Service to suit your needs!