Google Ranking - Why aren't keywords enough?

By Katrina Puranik - Google Marketing Specialist, Ranking Australia

GOOGLE RANKING & KEYWORDS

Methods for SEO & Google Ranking is getting more sophisticated...

Keywords are essential to getting your website found online. If you don't show up when someone searches for you or your product/service offering, you might need help getting found online. 

Reasons why your website can't be found:

• Limited "SEO Settings and metadata" applied to your website
• Limited activity on your website - content is KING! 
• Perhaps the language needs to be more "Google-friendly"
• Your website may not be "loading" fast enough for end-users
• Your overall content topic focus may not be in line with the keywords. 

How has the Google Ranking model changed?

Google algorithm improvements incorporate advanced natural language processing and machine learning models such as BERT and MUM. These enhancements help Google better understand how users search for subjects, what kind of information they're looking for to suit their query's demands, and how different types of content on a site might best meet those needs.

What is your Google Ranking Wheelhouse? Keywords Vs Topics

The ultimate objective is to provide more relevant material for the end user to improve their search experience. With this in mind, focusing on establishing a topic focus that satisfies the demands of a user at various phases of the buyer's journey, rather than merely what keywords you will use on a page, has never been more crucial.