Keywords aren't what they used to be. Back when search engines were in their infancy, backlinking and keywords were two of the biggest factors in determining which sites a search engine should hold in higher regard, functionally speaking. Why have these metrics fallen out of favour over the last decade or so? Well, as it turned out, it didn't take long for people to realise that keywords and backlinking could be gamed. By setting up dummy sites or pages stacked with hundreds of keywords, webmasters could get sites to move higher up the search listings. Naturally, these problems were curtailed over time, but many companies still erroneously believe that stuffing keywords is a wise choice.
1) Stuffing keywords
As mentioned in the introduction, stuffing keywords isn't just lazy; it's ineffective and even detrimental insofar as content marketing is concerned. Don't even bother trying to game the system, because Google's search algorithm is much more sophisticated now, and these cheap tricks don't work anymore.
2) Don't force keywords where they don't belong
When writing an article, shoehorning in keywords where they don't fit is bad for a number of reasons, including making it awkward to read. At the end of the day, people want to read well-written content, not nonsensical drivel that was designed to ensnare web crawlers instead of actual people.
3) Ignoring other search engine optimisation techniques
While keywords still do have some impact on search results, there are many more SEO techniques that are simply overlooked or ignored. One such example is metadata. Simple things like using text descriptions for your images will do wonders for your SEO. Why is this? Well, while it does help give your post another way of being found, it also enables those with visual impairments to get a sense of what the image is, enriching their browsing experience. Sites like Google reward sites that put text descriptions for their images; conversely, they will tend to punish those that don't bother.
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