What’s More Important than Keywords? Something You’re Missing On

Times have changed. Gone are the days when you could’ve filled your content with keywords and voila! You’re on Google’s search results.

Sadly, things aren’t that simple anymore. Google has evolved and adapted to have a better language processing engine. This has made it smarter at recognizing humanely written content.

So we need to adapt too. We have to write more organically to end up anywhere near those search results.

Google’s criteria for its search results were mainly affected by the following changes.

Panda and Penguin Attack


Amongst the four titans unleashed by Google, the first algorithm was Panda. February 2011. This marked the first sign, that we needed to up our game and refine our content. Panda limited Google’s search results by restricting content with mal-informed or duplicated content. 

The next titan was a beast called Penguin. It made it harder for keyword loaded articles to survive, while at the same time rewarding content that was well written and lacked those manipulative link schemes. 

A Precise, Fast, and Smart Bird


The next big thing arrived in 2013. Hummingbird.

It reformed Google’s entire search algorithm. It refined how Google viewed searches, giving it a better understanding of what it’s users wanted.

This being one of google’s primary aims of course. Hummingbird allowed Google to suggest more accurate results based on our query. Google predicts appropriate and relevant content that correlates with what you are searching, while you are searching. Google was predicting your thoughts. 



The fourth most powerful Titan was RankBrain. It was their best iteration of the search algorithm to date. What made it so good? It used the help of artificial intelligence.

This type of AI uses machine learning to learn a user’s search patterns, allowing it to suggest the most accurate content. Because of user satisfaction supporting its predictions, its suggestions start becoming more and more accurate. It learns and evolves with the user. It gets better at recognizing keywords too. And thus it becomes much harder to bait google with extra keywords.

Google does not rely solely on counting keywords anymore for its search results, so why shouldn’t you do the same?

Keywords still have their importance, but you need to try much harder now if you want to end up on google’s search results.

Google Ranking Factors 

Page Optimization

Your place in google’s search results isn’t affected by a thing or two. Now we have over 200 factors that decide where you are placed.

For ease, they can be broken down into On-page and Off-page elements. These are within the control of the content creator and are also influenced by other external entities. 

Google decides your relevancy based on the time people spend on your site. On if people choose to go through multiple pages or decide to make their search more accurate. And finally, do people link to your site?

What can make your content stick out in a sea of websites is that it gets what the user wants and it delivers just that. And therefore, keyword stuffing does not ensure valuable traffic.

Catering to Your Audience

Targeting a defined and specific audience is way more effective as compared to keyword targeting. 

Keywords are the cherry on top. They make your bowl of ice-cream more delightful and delectable. But the bowl of ice-cream is the audience and without them, the cherry is not worth much. 

Therefore, a strategic placement of keywords that targets your defined market is crucial. You need to place just the right keywords to ensure you reach the intended audience. 

To find out which keywords you should use, it is important to research your audience first. You do not want to target anyone and everyone. That would be a fool’s errand. 

Audience Engagement

Audience Engagement

We all strive for driving more traffic to our websites. But exactly how valuable is this traffic if it does not care about what you are saying or selling?

Traffic is only great if it is engaging. Even your site has a large number of visitors but they are not sharing, buying, or commenting, they are not helping your business. Essentially, building an audience matters more than visitors. 

Generally, targeted keywords are only good at driving visitors and page views. But if you target a specific audience, they are likely to be more interested in your brand. 


Who purchases your services and products the most? People who just discovered your brand through a search engine or loyal customers? 

Existing customers also tend to pay more as compared to new ones and suggest your business to others. This is why customer retention is so important. 

Customer retention focuses on communicating and building meaningful engagements with existing customers. It is not only more cost-effective than acquisition but also ensures better returns. 

This is because loyal customers already trust your business. They are loyal because they view your brand as a relationship. On the other hand, a visitor who found your site through a Google search is not attached to your brand already. SEO traffic will enter and leave without blinking. 

The only way to build an “audience” is by connecting with your loyal customers on a human level. Keywords will not work here. The only way to build trust is by interacting with your audience via social media, providing personable content, and asking questions. 


While keywords do have a slight influence on SEO ranking, they do not play a huge role in content marketing anymore. Just like everything, they are good in small amounts, as SEO these days is way more complicated than keyword stuffing. 

Conducting a thorough research of your niche and paying attention to satisfying search intent is key to effective content marketing and search engine optimization. After all, keywords are nothing without the person searching for them on Google.

To conclude, it is important for content marketers to constantly update their strategies in accordance with the ever-changing digital world.

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What’s An Evergreen Content And How To Create It

Do you want to drastically increase the search results on your website? Have you been desperately searching for tips on how to double online traffic and always leave your audience satisfied? Well, we have the answer for you. The solution to all your problems is evergreen content. 

If you truly want to grow your blog and gain massive success online then you need to know what evergreen content is, how you can get it, why it’s so important and when to use it. Once you have mastered the technique of creating evergreen content you will never have to worry about online traffic again.

Most people have no clue what evergreen content is. These are the people who resort to cheap tricks like clickbait to draw viewers in. But, content like that doesn’t create a solid reading base and hurts your blog’s credibility in the long term.

What is Evergreen Content?

The answer to this question is really in the name itself. All content that remains useful and important to your readers throughout the year can be called evergreen. Basically, any content that doesn’t lose relevance over time.

So, an article talking specifically about fashion tips for 2019 would lose importance in the New Year.

However, an article discussing fall fashion tips in a general manner would be evergreen content.

One relates to a finite space in time while the other associates its value with something recurring like a season.

Many first time bloggers make the mistake of thinking that the value of their published work is only in the views it gets over the first week or first month. They internalize this idea and continue to spam their readers with useless content week after week with no clear strategy in mind.

This is the fool’s approach.

The smarter technique is to divide your content into long term benefit, i.e. evergreen content and short term benefit, i.e. temporary relevance.

Why is Evergreen Content important?

To understand the importance of evergreen content you must first understand how the internet works, specifically SEO or search engine optimization.

So, there are certain steps that search engines like Google follow when you type in your query. 

  1. Google takes your query and isolates keywords
  2. It uses spiders to ‘crawl’ millions of websites for information related to your query
  3. It does this by searching for matches close to your keywords
  4. During the content analysis, it indexes expired content and removes it from your search results
  5. It displays search results closes to your query and informs you which keywords are ‘missing’ from each search
Evergreen Content

This is what makes evergreen content so special. Since the keywords in evergreen content relate to general, commonly searched queries the search engines retrieve it over and over again.

So a good strategy to work off of when creating evergreen content would be to research keywords closely related to your website and plan your articles around them.

Doing this does not have to be a chore. In fact, numerous resources can make this task easier for you.  

How to Create Evergreen Content?

Knowing where to find authentic resources is a huge part of creating a successful online presence. And finding keywords can be really easy if you know where to look.

Step 1

Narrow down a list of topics that are most relevant to your chosen niche.

If you are a blogger these are the things you talk about the most. The things that your readers come to you for information on. It helps add validity to your content if you are a professional in your field.

So, a nutritionist running a health and fitness blog will probably find it easier to get traffic.

Alternatively, if the purpose of your blog is to sell your readers’ products or services then you need to put yourselves into the shoes of the buyer. What would the people try to get your product search for?

Step 2

Now find keywords related to your topics.

You want to get a good idea of the number of searches those topics generally get. And to do that you can use free keywords research tools like keywordtool which allows you to find keywords related to any topic and narrows down search results according to traffic on various platforms.

You can also use wordtracker which gives you detailed information on the analytics of each keyword. Or searchvolume which helps you identify the popularity of keywords you might already be using.

Step 3

The final step is to place them in your article in a way that appears organic.

While these are helpful tools they do not mean that you can compromise on the quality of your content.

How To Best Incorporate Keywords And Create Evergreen Content?

SEO Needs Keywords

There are a variety of strategies you can use to create strong evergreen content. These include:

  • Lists : These allow readers to quickly skim through and get the content they want. Top 10 lists comparing products or sharing tips are always a good way to keep readers engaged.
  • Tips : Most people surfing the internet are looking for tips and advice. Topics like tips for giving an interview or losing weight have universal appeal and are practically timeless, which makes them ideal evergreen content.
  • How-to guides for beginners : Platforms like Youtube have shown us exactly how popular how-to guides are. These days when all information is available online having a good how-to guide available on your platform drives readers to your blog in droves. And with the right topic, these can become the most viewed articles on your blog.
  • Product Reviews : If your goal is to sell products then product reviews are the way to go. When your readers think your reviews are biased you lose credibility and clients. A good approach is to provide an unbiased comparison and analysis of similar products from different brands. 

What Is The Right Time To Use Evergreen Content?

While there is certainly no wrong time to produce evergreen content, new bloggers, in particular, should focus their efforts on creating content that maintains its relevance and appeal over time.

These beginner bloggers can create evergreen content using seo for small businesses and strategically enhance traffic.


To summarize, it is a strategically sound idea to have at least 25 percent of the articles on your blog contain evergreen content.

You can do this by finding relevant keywords and creating content around them. Doing this will allow your blog to maintain a minimum number of readers and traffic based on these articles alone.

Then, you will be free to focus your attention on articles that will get you greater traffic for a specific time period. 

For example, say you post an article on Kylie Jenner’s appearance at an event. This might gain you a lot of traffic for a week while the topic is relevant, but will provide no use in the long term. Unless you utilized the evergreen content strategy and had a solid base of fashion-related articles prepared. Now, the readers that were attracted by the Kylie Jenner post might be tempted to stay based on the quality of your content.

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