How are keywords changing?
Keyword usage is changing, with modern users seeking summaries and contextualized answers rather than strict keywords or isolated information.
This is a major shift from how keywords have traditionally been used. In previous decades of SEO, keyword usage was very basic. People would simply type in a few words or terms that connected to the products or services they were looking for. This would give them generalized options to choose from, and ranking higher on search results pages would help drive traffic to a site.
But competition on the internet is much different than it was in the past. Everyone has a website. Every keyword in every industry is being used multiple times per day. Simply having those words on your site does not guarantee a high ranking, and it is not necessarily what modern users are looking for.
Moving from keywords to answering questions
For one thing, users are now more likely to search for questions rather than just typing in a keyword. In the past, for instance, someone who was getting into marathon running may have simply searched for “running shoes” or “best running shoes.” Today, they may be more likely to type in an entire phrase, such as, “What running shoes are best for someone who is training for a marathon?”
In other words, they are looking for more in-depth information. To continue this example, users understand that there are many different types of shoes for a wide variety of purposes. They do not simply want a ranking of what someone believes are the best shoes. They want to indicate their intent, specifying exactly what they need the product for and what they want to accomplish.
As queries get more complex, providing overall summaries becomes more effective. In the age of AI, many AI-generated summaries appear at the top of search results, and the links or resources connected to them are displayed to users. Content that provides clear explanations and helpful summaries has a greater chance of ranking well than content that simply repeats specific keywords.
How can you address this on your webpage?
One of the most important steps is to discover what questions your target audience is already asking. What information are they looking for? What concerns do they have? How are they likely to phrase their questions when they want detailed, relevant answers?
Part of the reason for this shift is that people are using voice search more often. Many people use voice search on their cellphone while browsing the internet. Others use voice search on related devices, such as Amazon Alexa.
Because people are now searching more conversationally, long-form questions are more common. If you can identify what your audience is asking and answer those questions clearly on your site, you have a much higher chance of ranking near the top of search results. Your page may also be featured in AI summaries, helping to drive traffic.
The changing SEO landscape
This is just one example of how SEO and search behavior have changed over the years. Here at Content Customs, we are always tracking these changes and helping our clients adjust their strategies. To learn more about how we can help, do not hesitate to get in touch with us today.
