The keyword is dead

The theory is doing the rounds that semantic search is leading to the death of the keyword. Will previous SEO efforts become obsolete and will search engine traffic collapse? The transformation of search engines into semantic search engines is irrevocable. They want to understand the meaning and purpose of a search query in order to deliver meaningful, relevant results that do not necessarily contain the terms (keywords) of the search query. What are the consequences of the search engines' focus on search engine optimization? Don't worry, the tried and tested SEO measures that have already been implemented will continue to work, they just need to be adapted to the requirements of semantic SEO: The classic single keyword such as "washing machine", which is dealt with on one page of the website, is a thing of the past. In order to meet the requirements of semantic search, the website operator must understand the needs of search engine users and record them in a keyword set.

The semantic keyword set is based on terms that the search engines already know. Google publishes these in the search window and in the Keyword Planner. When searching for "washing machine", Google provides semantic keyword alternatives such as "washing machine test" or "washing machine test winner". The Keyword Planner expands the set with terms such as "small washing machine ", "washing machine dryer combo". When evaluating semantic terms, you shouldn't just rely on Google. With experience and inspiration, you can identify the needs of buyers that influence their search behavior. For example: "environmentally friendly washing machine", "washing machine for allergy sufferers", "top loader or front loader", "washing heavily soiled work clothes". If these thematically related keywords are included in the website content, there is a real chance of appealing to potential customers at the start of their evaluation process. For the final decision-making process, the customer uses completely different keyword combinations that belong in the set: "test winner washing machine for allergy sufferers ", "test environmentally friendly washing machines ", "buy cheap small washing machine", "advantage top loader washing machine", "testimonials washing machine dryer combo". The semantic keyword research set can be used to create topics for content development that correspond to the aspects of the evaluation and decision phase:

- What should I bear in mind when buying an environmentally friendly washing machine?
- Which washing machines are suitable for single households?
- What is the difference between front-loading and top-loading washing machines?
- Are washing machines with a built-in tumble dryer more susceptible to faults?
- What do dog and cat owners need to consider when buying a washing machine?

These topics are used to develop the website content, which focuses on the relevant keywords from the set. The content is based on customer needs and thus fulfills the requirements of semantic search.

Imre Sinka