When it comes to SEO practice, it is important to always keep up to date with Google’s algorithms as their constantly changing nature means strategies have to change accordingly. Google’s most important algorithm change is RankBrain, which focuses on semantics as opposed to exact search matches. In other words, this artificial intelligence system is able to see what a website page is about and connect it to users’ searches.
Stuffing your website with certain keywords, therefore, is not the modern answer to your SEO questions. Having too many keywords on a page, which used to be the go-to practice before RankBrain was introduced, can now penalise your website as opposed to helping it. Search Engines are now becoming more and more sophisticated over the years and always put the user first. If your content is full of keywords but it is not user-friendly, easy to read and informative, your rankings will inevitably drop.
A great way to avoid being penalised for keyword stuffing is to use synonyms. Using different words or spellings to describe a concept will make the content more user-friendly, while at the same time helping your SEO. The beauty of RankBrain is that it will track them and connect them to users’ searches, as long as the meaning is the same. However, while you should use synonyms in the content you should not optimise the same page for different keywords. Always make sure each page on your website is optimised for a certain keyword coherently and that it is present in your metadata, headings and alt texts, without overusing it in the content section.
RankBrain has revolutionised the practice of SEO, putting users first. Now that you know how important it is to have great user-friendly content without keyword stuffing, start improving your rankings today!