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Keywords or Concepts? How to Optimize Blogs for Today’s SEO

Creating compelling content while still paying attention to a range of keywords is a great way to blog for today’s SEO.

Recently, there has been a lot of talk about putting less emphasis on keyword targeting and more on broad concepts and ideas. While search engines are changing and trending towards less emphasis on keywords, you can still lose a lot of potential traffic if you embrace broad topics too fully. There’s a way to achieve a good balance between keywords and concepts, and Adventure Web, with a little help from Moz.com, is here to show you how.

The Classic Emphasis on Keyword Targeting

The traditional way to create an effective marketing blog goes something like this: the blogger researches which keywords about their topic are trending and getting the most searches. They pick the top keywords, then write several blogs that utilize each keyword. The blogs are all short and similar, but they all serve to rank when those specific keywords are searched. This method is effective, yet is also lacking in quality content that gets the blogs shared over the web.

The New Emphasis on Concept Targeting

Recently, a lot of bloggers have been embracing the method of creating thoroughly-researched, detailed, quality content in lieu of putting emphasis on keywords. This is the kind of comprehensive content that is super helpful to the user and may gain traction on the web by being shared and linked to often. After all, the new Google Rank Brain puts less emphasis on keywords and more on concepts and shares. However, without any emphasis on keyword targeting, search engines just won’t pick up on the blog. While getting linked to by outside sites will help to boost the blog on search rankings, the lack of keyword emphasis impedes search engines’ ability to rank the blog and ultimately hurts the blog’s overall search rank.

A Happy Medium

So, what is the best way to blog for today’s SEO? Rand Fishkin from Moz insists that it is a happy medium between keywords and concepts. Researching the best keywords is a great place to start. You want to know what people are searching for and what information they need. So, take your broad concept and parse it down into what parts of that concept people are searching for. Then, make sure to put an emphasis on those specific keywords in your title, sub-headers, and content. Google Rank Brain searches for similar keyword groups together, so instead of repeating the same keyword several times, you can focus on a small group of keywords that are repeated a few times. This creates more dynamic content that is just as likely to help generate genuine interest as it is to rank well in search results.

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