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13 uses for keyword research to help you win in the search engines

Google may have shifted its focus from keywords to "entities" in recent years, but columnist Stoney deGeyter reminds us that keyword research is still an important and useful part of the SEO process.

Stoney deGeyter on October 21, 2016 at 2:00 pm

Ever since Google rolled out Hummingbird in 2013, there has been some question about the value of keyword research. Moving from a keyword-focused process to a topic-focused process has led some to devalue the long, arduous process of keyword research. Many wonder if it’s even worth the time.

After all, if Google no longer looks at keywords (Hummingbird), and people no longer search with keywords (voice search), we don’t need to research keywords, right?

Wrong!

As with most predictions of the death of anything related to web marketing — how’s that fork in guest blogging going? — more often than not, they turn out to be false. And in the case of keyword research, it turns out that it’s just as important today as it was in 2012. Maybe more so.

No, I don’t have a keyword research tool to sell you. But I do want to make sure that you don’t take a pass on keyword research because you think it’s no longer relevant to today’s SEO.

I could give you a dozen reasons why keyword research is still important. Oh look, I have! Plus one more for good measure….

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Stoney deGeyter

Stoney deGeyter is president of Pole Position Marketing, a leading online marketing strategy company established in 1998 and currently based in Canton, Ohio.