Let’s just get this out of the way: keyword research is not dead. Yes, it’s gone through some confusing and baffling changes—that Flock of Seagulls phase was particularly puzzling—but when all is said and done, down at its core keyword research is still and will always be the staple of quality SEO. So what’s with all the hubbub about topical content optimization bumping keyword-optimized content from atop its royal throne?
Fear not, thy King. Topical content optimization is not here to dethrone, but rather to court thee.
Photo Source: Brooksfilms “Robin Hood Men in Tights” via rankopedia.com
The Web of Relevancy – Proof & Relevant Terms (Whaaaaaaat?)
Jason DeMers wrote a short article about these emerging terms within the content marketing world, stating that both seem to be integral when building authoritative and topically charged content. So what are they?
Research suggests that top SERP sites contained more than a 50-percent proportion of relevant terms. But here’s the interesting thing: they are, essentially, keywords we’ve always seen as keywords. Nothing new. Nothing special. Nothing out-of-this-world.
His example of relevant terms is apt: if writing an article about an iPhone, it’s probably natural to use related terms like “apps” and “iOS.”
That seems cut-and-dry simple, you may say. But it’s how we utilize these keywords that differs from past ideologies. Now, building a web of relevancy using relevant terms on all pages is equally if not more important than optimizing a page for one or two keywords.
Recognizing the proof terms compared to relevant terms can be more difficult—brainstorming as a group works wonders in this scenario—but they seem to be even more concretely valuable in this web of relevancy, as they make up close to an 80-percent proportion of sites.
Using DeMers’s example, terms like “phone” and “Apple” are most certainly necessary to use when writing about an iPhone. As the terminology suggests, proof terms prove that your content is covering your main topic and the theme wholly.
Your content should include lots of relevant and proof terms, not just a few keywords. Got it?