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How to Gracefully Transition
from Keywords to Topics
Keywords to Topics
• Since Google recently switched
all of its keywords to “not
provided,” many SEOs have been
frantically searching for a new
way to conduct keyword
research.
• This update may signal a
widespread shift towards
focusing on topics instead of
keywords.
• But is finding alternate ways to
acquire keyword data really the
best solution to this problem?
What does it mean to base your SEO
strategy on topics instead of keywords?
• Topics instead of keywords
means using entire queries
instead of the one or two
keywords that SEOs
traditionally focus on in a
query.
• Essentially, emphasizing topics
allows you to use a more
holistic approach to SEO.
• This is a radical change for
SEOs who have relied on
keyword data for years on end,
but we have to keep up with
Google!
The Google Hummingbird Update
• With the Hummingbird
update, Google looks at
the whole phrase and
tries to understand any
synonyms or double
meanings that might be
applicable.
• It allows Google to
better process the
deeper meaning behind
any given query.
• Keywords are still a valid part of your SEO strategy,
but they simply don’t have quite as much weight as
they used to.
• It’s time for SEOs to begin focusing on the big picture
instead of getting bogged down by focusing on
individual keywords.
What Could Be More Important
Than Keywords?
• To put it simply, user
experience is far more
important than keyword
research.
• In the end, an SEO strategy
based on topics creates a
far better user experience
than those based on
keywords.
• A better user experience is
based on relevant, useful
content presented on a
well-designed site.
Trending Topics
• There are a variety of
ways to conduct research
based on topics instead
of keywords.
• Many SEOs are turning to
Twitter’s “trending
topics” to get an idea of
what topics and queries
might be popular at the
moment.
• Google Trends can also
provide insight into
topics that are currently
generating interest.
The End Result
• Writers are now freer to use
natural language as they deal
with fewer restrictions based
on keyword requirements.
• For SEOs, this shift allows you
to essentially create your own
keywords based on the
language that is most relevant
to your business.
• Study the intent behind any
queries that are related to
your business and develop a
keyword or topic strategy that
targets the interests of those
searchers.
• “Not provided” keywords give you license
to unleash your creativity as you build a
content strategy for 2014!

• How do you plan to cope with the shift to
“not provided” keywords?
Content Equals Money is a content
writing service that serves a wide
variety of clients with top-shelf
shareable content. We cater to SEO
marketing agencies as well as small
business, providing content
marketing strategies applicable to
many fields. Whether you need
content for yourself or content for
your clients, Content Equals Money
is the insource Writing Service to
suit your needs!

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How to Gracefully Transition from Keywords to Topics

  • 1. How to Gracefully Transition from Keywords to Topics
  • 2. Keywords to Topics • Since Google recently switched all of its keywords to “not provided,” many SEOs have been frantically searching for a new way to conduct keyword research. • This update may signal a widespread shift towards focusing on topics instead of keywords. • But is finding alternate ways to acquire keyword data really the best solution to this problem?
  • 3. What does it mean to base your SEO strategy on topics instead of keywords? • Topics instead of keywords means using entire queries instead of the one or two keywords that SEOs traditionally focus on in a query. • Essentially, emphasizing topics allows you to use a more holistic approach to SEO. • This is a radical change for SEOs who have relied on keyword data for years on end, but we have to keep up with Google!
  • 4. The Google Hummingbird Update • With the Hummingbird update, Google looks at the whole phrase and tries to understand any synonyms or double meanings that might be applicable. • It allows Google to better process the deeper meaning behind any given query.
  • 5. • Keywords are still a valid part of your SEO strategy, but they simply don’t have quite as much weight as they used to. • It’s time for SEOs to begin focusing on the big picture instead of getting bogged down by focusing on individual keywords.
  • 6. What Could Be More Important Than Keywords? • To put it simply, user experience is far more important than keyword research. • In the end, an SEO strategy based on topics creates a far better user experience than those based on keywords. • A better user experience is based on relevant, useful content presented on a well-designed site.
  • 7. Trending Topics • There are a variety of ways to conduct research based on topics instead of keywords. • Many SEOs are turning to Twitter’s “trending topics” to get an idea of what topics and queries might be popular at the moment. • Google Trends can also provide insight into topics that are currently generating interest.
  • 8. The End Result • Writers are now freer to use natural language as they deal with fewer restrictions based on keyword requirements. • For SEOs, this shift allows you to essentially create your own keywords based on the language that is most relevant to your business. • Study the intent behind any queries that are related to your business and develop a keyword or topic strategy that targets the interests of those searchers.
  • 9. • “Not provided” keywords give you license to unleash your creativity as you build a content strategy for 2014! • How do you plan to cope with the shift to “not provided” keywords?
  • 10. Content Equals Money is a content writing service that serves a wide variety of clients with top-shelf shareable content. We cater to SEO marketing agencies as well as small business, providing content marketing strategies applicable to many fields. Whether you need content for yourself or content for your clients, Content Equals Money is the insource Writing Service to suit your needs!