Keywords are important — everybody knows that. But just how important are they, really, for SEO folks like us?
- Well, they are so important that Google introduced encrypted search in 2011, just to render life more difficult for all of us.
- Google has embraced a semantic approach to content in recent years, and even more so after the Hummingbird update — in fact, concepts and intents are considered more important than keywords.
- Google now displays in bold search queries answers to specific questions in the SERPs — one of the reasons being that keywords alone carry little significance.
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