“Themes” replacing “Keywords” as king of Search Engine Optimization

As any good search engine optimization specialist knows, there are no constants when it comes to achieving good rankings in search engine results pages (SERPs). Staying abreast of industry trends and adjusting to the ever-evolving algorithms used by Google and others is a core part of the SEO services provided by Sharp Innovations.

Themes, Topics and Concepts

One of the latest SEO trends is the migration away from “keywords” or phrases to more robust topics or themes. The traditional focus on single keywords has evolved into thinking about a more holistic message, with Google (in particular) rewarding a page with a consistent theme over a page that is simply loaded with repetitions of a single keyword.

“…we need to be focusing on what the user is looking for rather than specifically all of the ways they can phrase it.” Kate Morris – The Moz Blog

As Google continues to adjust their search algorithm, they’ve recently implemented a new query model which focuses on context versus specific words alone. This, in turn, rewards a page that is optimized with broader themes and topics in mind. This model is more focused on determining what the user is actually looking for, versus simply matching exact keyword phrases that may or may not be relevant. Which, of course, is in keeping with Google’s mission of providing the best search experience possible. With this in mind, a themed page would need to consider both the explicit and implicit facets of a search, or what the user may be searching for coupled with where they are and with what device they are searching from. For example:

Lancaster Antique shops (explicit)
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Smartphone user, on street in Lancaster (implicit)

When optimizing a page, both the explicit and implicit search queries must be factored into the page theme or topic. In other words, the context in which a user is searching is often just as important as the topic for which they are searching.

Hummingbird

We mentioned earlier that Google frequently changes its search algorithm (by some estimates, a dozen or more times per year). Indeed, Google recently rolled out an update called “Hummingbird,” which, adjusted its way of determining relevancy in a search. This adds support to the idea that themed pages focusing on topics and concepts may be viewed more favorably by engines than specific keyword targets. To read more about Google Hummingbird, check out our previous post on this update.

More fluid content and better optimization

It will come as a relief to both website content editors and their clients to know that they are no longer required to awkwardly jam web pages with keywords in order to climb the SERP ranks. Taking into account the context with which a user is searching, web content authors can develop topics and themes that are attentive to the user’s context and reason for searching. This should result in cleaner content and better rankings!

For example, in the content shown below, the phrase “time management” does not need to be stuffed into the page several times for proper optimization, as was attempted in the past. In fact, the preferred method is to write about the topic more naturally, which creates several words and phrases associated with the “time management” theme:

Capture

Sharp Innovations offers a complete suite of SEO services, from on and off-page organic optimization to comprehensive social media and blogging packages, and much more. Feel free to reach out and learn how we can help you navigate the ever-changing search engine waters.