Are Keywords Still Important For SEO?

By Chrissie Josslin on 9th of June 2023

Are Keywords Still Important For SEO?

Until a Google update in December 2022, the search engine judged pages on Expertise, Authoritativeness and Trustworthiness. Now that pages are facing an additional judgement factor - Experience, many people have been left wondering whether keywords are still important for SEO and, if so, how on earth does one write a good blog post for SEO in 2023?

What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness and is part of Google’s Search Quality Rater Guidelines. It’s not a direct Google ranking factor, however, Google prioritises pages that possess a strong E-E-A-T, so it’s a critical SEO consideration.

Google E-E-A-T Updates:

  • March 2013 - Google publishes its Search Quality Rating Guidelines.
  • March 2014 - Google adds E-A-T to the guidelines.
  • December 2022 - Google introduces E-E-A-T.

“Experience” - What Does That Really Mean?

High-quality, purposeful content demonstrates the creator’s first-hand experience with the subject matter, proving suggestions are tried and tested. So - the question on everyone’s lips is - what role do the E-E-A-T updates play for businesses looking to create an impactful SEO blog strategy?

What is Google Looking For in SEO?

Well, the first thing to note is that SEO still matters when it comes to writing compelling, well-performing content.

What has changed, however, is the way in which search engines prioritise keywords.

Filling webpages with keywords was popular a decade ago, but Google is now incredibly intuitive. It can notice irrelevant, poor content that is ranking highly with strategically placed keywords and punish webpages that engage in ‘keyword stuffing’.

Why Are Keywords Important For SEO?


Keywords assist search engines in understanding the relevance of a webpage to a query. Incorporating relevant keywords into your content signals to search engines that your page provides useful information for individuals searching for specific keywords.


When determining the ranking of a webpage, keywords play a crucial role. Every time a user enters a query, search engines analyse the keywords in the query, matching them with the keywords on web pages to provide relevant results. By optimising your content with relevant keywords, it’s more likely that your web pages will appear higher in search engine results pages (SERPs).


By identifying the keywords your target audience is including in their searches, you can optimise your content to align with them. This improves the chances of attracting users who are more likely to be interested in your offerings, resulting in higher-quality traffic and conversions.

User Intent

Keywords can provide insight into user intent. By analysing the keywords used by individuals when searching, you can gain a better understanding of what users are looking for. This, in turn, enables you to align your content to their specific requirements, satisfying their queries, providing value and improving the overall user experience.

Competitive Analysis

Analysing keywords can also provide insight into your competitor’s strategies. This includes identifying potential opportunities, uncovering gaps in their optimisation and making informed decisions on how to differentiate your content.

How to Write an SEO-Friendly Blog Post

SEO is an ongoing process that takes time to develop. Writing SEO-friendly blog posts every month is important, but monitoring their performance and analysing user engagement metrics frequently is just as crucial. To write a good blog post for SEO, we recommend following these steps:

  1. Carry Out Adequate Keyword Research - Start by conducting keyword research to identify relevant words and phrases. Incorporate these keywords naturally into your blog post - making sure not to overuse them.
  2. Craft an Enticing Title - Create a compelling title, incorporating your primary keyword. This should be concise, descriptive and encourage users to click on your post.
  3. Structure Your Blog Post - Organise your post with headings and subheadings, making it scannable for both readers and search engines. Scatter your keywords throughout your subheadings.
  4. Include Valuable Content - Ensure your writing contains informative, valuable content that addresses the requirements of your target audience.
  5. Consider Your Keyword Placement - Incorporate your primary keyword naturally throughout the content. Avoid keyword stuffing!
  6. Write in a Clear, Concise Manner - Use brief paragraphs, bullet points and numbered lists to help search engines understand the structure of your content and assist readers in navigating the text.
  7. Include Relevant Links - Incorporate both internal and external links within your blog post. Internal links lead to related pages, while external links point to reliable sources.
  8. Update Your Blog Regularly - Keep your blog content fresh and up-to-date by updating and repurposing existing content regularly. Not only will this increase user engagement, it will also ensure your content is valued by search engines.

Understanding SEO | Enlist Our Expertise

Remember, SEO is a long-term strategy, and it can take time to see significant results. Focus on providing valuable, well-structured content and optimising it for search engines to increase your chances of ranking highly in search results and attracting organic traffic to your site.

At Vooba, we’re dedicated to staying on top of the ever-changing world of SEO and love sharing our unrivalled knowledge with our clients. Our talented team of SEO and content specialists offer reliable, effective Professional SEO services, designed to help you achieve your goals. Want to find out more about how we can help your business grow? Call us on 01798 667167 and speak to one of our friendly team members today.

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