• http://www.CheesyCorporateLingo.com/ Patrick Reinhart

    Great post! Do you think using the keyword more than once on a page makes sense these days? Putting in a few synonyms would be an interesting test but would be a hard sell most likely to people caught in their ways. Been having a debate with some colleagues over this.

  • http://www.polepositionmarketing.com/ Stoney deGeyter

    I don’t think there is any problem with having the keyword on a page more than once. It’s more about being natural with it. Period. Synonoms are used frequently in writing, just to mix up the language a bit so the writing doesn’t sound redundant. Shouldn’t be a tough sell, it should just be part of natural writing.

  • Chris Dell’Olio

    Really enjoyed this post. Love the content on Search Engine Land! Thanks

  • http://davidboozer.com/ David Boozer

    Great post Stoney! I never worried about keywords other than in the title to a piece of content…other than that, I say “write it like you own it” and you should be fine…=) Thanks again for the update…

  • Brad Krupkin

    at what point does it make sense to create a new page or use synonyms on the same page? for example, if i am a preschool, the terms Child Care, Preschool, Daycare and Early Childhood Education all mean about the same thing. I would think one should create a unique page for each topic to speak to that specific audience and how they interpret the service. However, the knowledge graph may associate these terms too closely and would likely serve the page that ranks the best instead of the one that most closely resembles the search query….

  • Darren

    Interesting piece! Content is still king and keywords are certainly far from dead. And, now that Google has rolled out recent interface changes like (http://www.chatmeter.com/googl… and launched Hummingbird (http://www.chatmeter.com/is-hummingbird-flying-google-into-the-future-of-local-seo/), it will be fascinating to see how local search continues to grow going forward.

  • Vicki Frittmann

    Fantastic article – very well written and easy to follow. One thing I don’t hear anyone mention is Webmaster tools, and checking CTR on keywords. Is it not valid information?

  • http://www.polepositionmarketing.com/ Stoney deGeyter

    Brad, I’m with you on creating unique content for each of those pages, but you’re right, Google is getting smarter at tying these concepts together. I would do a couple things in this situation. 1) perform a search for each and see if the results are largely the same. If not then you know that creating separate, high-quality pages will likely work for you. 2) Optimized the first page using your keyword, working in the variations in a limited degree and see how it ranks for each. If you get it ranked for more than one, great. Figure out which isn’t ranking then create a page for that.

  • http://www.polepositionmarketing.com/ Stoney deGeyter

    CTR is still valid, but more than that is how well each page converts. If you build a page on a topic and it’s ranking for specific phrases, what’s left is to look at the conversion rate and then see what you can do to improve it over time.

  • Zak Weinberg

    “They killed that like a zombie on an overweight guy with a gunshot wound to the leg.”

    Pure gold right there….

  • Gareth Mailer

    Good post!

    I disagree that there was any sort of apocalypse, mind you – the keyword planner, in my opinion, is a superior option to The Google Keyword Tool; it removed global search volume, it’s maybe a little bit less accessible, but the fact you can narrow down to specific cities is very helpful, especially considering the increasing localisation of generic queries.

    With regards to not provided, there are ways and means around this, the most obvious would be the secondary dimension in Analytics, just dig down to landing page and view where the majority of the traffic is headed. Of course it’s nothing like query data, but it’s enough.

    Lastly, and for further keyword inspiration, it may be worth activating internal site search – there’s lots of actionable keyword data you can acquire. What’s more, it’s keyword data you’re picking up directly form customers and prospects.

  • http://threeladdersmarketing.com/ Three Ladders Marketing

    Using the Google AdWord Keyword Tool has been pretty helpful in determining what keywords your page/content will likely rank for. Since Google wants you to spend money, they still give you access to paid keyword search queries. If you’re not already using AdWords, then maybe run some small ad campaigns to see what search queries are rendering your ads/pages. It’s something.

  • http://www.warrenlee.org/ Warren Lee

    When I used Webmaster tools data to measure CTR it was observed that the data was coming in at a highly sampled rate of about 1000:1. My experience tells me that it is not useful to use Webmaster tools for measuring CTR for a highly visited website. But for small websites it’s still okay.

  • http://www.warrenlee.org/ Warren Lee

    Post Hummingbird, I find myself using LSIKeywords and Ubersuggest tools more frequently as well as page level data from Adobe. I am using much more paid data, and data from Bing as a proxy as well.

  • Gareth Mailer

    Ubersuggest rocks.

  • http://websitecash.net/ Scott McKirahan

    As far as writing pages around concepts rather than specific keywords
    goes, that’s the way I have always written. If you just let it flow
    naturally, I think you’ll find that 90% of the time, co-occurrence,
    synonyms and regular correlation happen magically all on their own.
    Other than placing a specific keyword in the title tag, it’s been years
    since keyword density played any role at all. I would hope that people
    changed their ways regarding keyword cramming long before Hummingbird!

    Really, I think what Hummingbird did more than anything is localize many of the results you see when searching. If you are a local place trying to drum up local business, it is nothing but a positive for you – especially if you are smart enough to use that to your advantage.

    Unfortunately, I RARELY am looking for local results – I tend to know what is around me already. I am searching the world for products and answers. Hummingbird is an absolute train wreck as far as getting the results I want to see. I find myself having to use other search engines more often than not to find answers these days.

  • Christian Noel

    You can use the keyword planner as a means of determining the potential size of the opportunity (roughly) in terms of search volume. You can also utilize GWT as a means of figuring out (roughly) your query, impression and CTR situation. So to state that the the keyword planner and your own analytics are no longer a part of the keyword research process I don’t believe is entirely accurate.

    In this new world all kinds of SEO’s are trying different data models to determine what works best. I’m not saying my way is always the best. I do agree, however, that keyword opportunities are out there and you can track them. It is just a matter of determining a methodology that is trackable and repeatable.

  • Kevin Anchi

    Simply Brilliant! I was like Head Over Heels when i read this, and this is so true. thanks for sharing

  • Rajesh_magar

    Hi Stoney,

    That was really helpful and Information reach. And yes the game is getting more harder day over day, but things are same and always will be easy for Good (real) Marketers.

    Secondly, I strongly feel that Google is going these heard ways, just because if they keep things similes as it was before. It will become difficult for true marketers and search engine to tackle with those “Spammers”. What you think?

  • Gregory David Keet

    Thanks Stoney for your input on the matter. This is currently the status quo for SEO!

  • Karlosb

    I tend to look at the landing page statistics as well. I know its not as useful as the old keyword information but if you have optimised those pages correctly then you have a good idea about what people have searched for in order to find your website. If you marry up the traffic your landing pages are getting and where you rank for those types of keywords, I have found that gives you pretty good inclination of your search terms.

  • http://vivekseoexpert.blogspot.in/ Vivek Raina

    It’s really a gentle post .. How i can know more about Moblie SEO ?

  • http://www.polepositionmarketing.com/ Stoney deGeyter

    Good point in the internal site search. That provides a goldmine of information. As far as there being any sort of real apocalypse, I agree (see slide: just another day in SEO). However I claim the right of creative license to exaggerate the crap out of stuff! :)

  • http://www.polepositionmarketing.com/ Stoney deGeyter

    “I think you’ll find that 90% of the time, co-occurrence, synonyms and regular correlation happen magically all on their own.” I agree 100%. However sometimes having done good keyword research you find some additional nuggets of words that will prove valuable!

  • http://www.polepositionmarketing.com/ Stoney deGeyter

    Glad you enjoyed it! :)

  • http://www.polepositionmarketing.com/ Stoney deGeyter

    Well, at least it should be. It’s been our status quo for years, but some people wait for the algorithms to tell them what to do.

  • http://www.brianmanon.com/ Brian Manon

    Great post. Very well written

  • Gareth Mailer

    Exaggeration is also my forte, combined with courting controversy in the form of disagreeing with great blog posts ;) I think we should follow each other, create some chaos.

  • http://www.polepositionmarketing.com/ Stoney deGeyter

    I’m in. Let the burning begin!

  • Kevin Anchi

    yup enjoyed it very much makes more sense, i visited your site and was looking for registration option, do you offer trial offer for your services etc.

  • http://www.polepositionmarketing.com/ Stoney deGeyter

    We offer consulting by the hour. That’s about the best “trial” there is.

  • Alex Miranda

    Great post. All stuff many in the SEO field should have been doing a long time ago. Tell you the truth, none of this created a firestorm on my end or changed the way I optimize my clients sites because I had been doing a lot of what Google is now saying. It was just simple common sense. The people who were yelling and screaming were the newbies who jumped the SEO bandwagon a few years ago.

    The only time I even use any keyword tool is if I am doing a PPC campaign. As for organic, if you know your client and their target market then it really is all common sense. I hear so many talking about how now we need to do this or that and it really makes me laugh. When people ask me what keyword tool I use my answer is: “The most powerful tool of all…my brain and common sense. Personally I love what Google has done.

  • Peter Hatherley

    All bodes well for Keyword Author, the Hummingbird fix.

    ” … As Hummingbird continues to learn how to correlate words, there is a good chance these correlations will be worked into the algorithm’s on-page analysis.”

    With Keyword Author being based of the associations of language, if they go in this direction (as they undoubtedly are) our ‘secret’ algorithms will become even better in the course of time.

  • Subodh Doharey

    nice post, you illustrated very clearly…even a layman could understand the change in SEO industry. Perfect imagery & Awesome Content that really engages.

  • http://websitecash.net/ Scott McKirahan

    For sure, Stoney, point taken. I am constantly amazed, however, by how many search terms things show up for that you never even thought about targeting. Whenever I try to target terms, it seems as though I do a far worse job ranking for them!

  • Gregory David Keet

    Exactly, forming your own strategy for each client is paramount. All that Google doesn’t want to see is spam! Moderation in all things and you won’t be penalized. I just watched Matt Cutts take on link building through article sites… I knew this would become a problem… All the money spent by companies… Shame…

  • Kevin Anchi

    Thanks for reply, i will get back to you from your website

  • http://www.supraits.com/ supracanadatechnoloiges

    Absolutely 100% agreed.

  • http://www.supraits.com/ supracanadatechnoloiges

    There have been enormous changes around. Keywords being used deliberately just to stuff and put a point across is in anyways a big NO NO. However keywords used more than once but has a meaning I feel that’s the right away

  • http://www.polepositionmarketing.com/ Stoney deGeyter

    “The people who were yelling and screaming were the newbies who jumped the SEO bandwagon a few years ago” … or those that have been doing poor SEO for years and don’t know how to stay ahead of algorithms.

  • Josh MacDonald

    I don’t get it. Google keyword tool is not gone, it was just renamed to Google keyword planner.