The idea comes from the premise that in order to rank well on Google, you need to cover a topic in-depth through quality content and strong internal linking structure.įrom optimizing keywords and topics for our mobile-first world to the rise of voice and video search, keyword research is always evolving. Instead of focusing on a single keyword for each page, experienced SEOs have transitioned into using topic clusters. Now, keyword research is more topic-focused. The specificity of the longtail keywords was enough to rank in search engines for a time, but it’s becoming increasingly competitive. Where a longtail keyword would be something more like ‘best carpet cleaning services for pet stains’. Longtail keywords are several words long and target a more specific and detailed topic than a broad keyword.įor example, a broad keyword for the carpet cleaning industry might be something like ‘carpet cleaners’. That means a lot more competition for ‘longtail keywords’ that have been the bread and butter of SEO for years. These days, there are far more people engaged in SEO efforts to increase their organic website traffic. In the past, not only was there a lack of quality keyword research tools on the market, the whole enterprise was new and that made ranking in Google for top keywords much easier. Keyword research, like all of SEO, is constantly changing as search engines update algorithms. How has keyword research changed over time? This means for some businesses, keyword research may take longer than it does for others, but no matter what type of business you have, keyword research is necessary.
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