The Holistic Approach to SEO: The Power of Keywords and Why They Still Matter

The power of keywords - w2m - digital marketing agency Peterborough

In digital marketing and SEO, it’s easy to get caught up in the latest trends and buzzwords. Some may claim keyword research is over, while others claim that topics and entities are the new SEO frontier. But don’t be too quick to dismiss the importance of good old keyword research. In this blog post, we’ll explore why keyword research remains a crucial element in the practice of SEO and how it complements the broader strategy of focusing on topics and entities.

The SEO Landscape: Topics and Entities

Search engines, especially Google, have become increasingly sophisticated in understanding the context and intent behind user queries. That has given rise to the concepts of topics and entities in SEO.


The importance of creating content around broader topics or themes rather than just specific keywords. Google’s algorithms have become adept at recognising the relationships between different pieces of content, allowing it to better serve users’ needs.


Entities refer to specific people, places, or things. In the age of semantic search, Google focuses on understanding entities and their connections. That means that your content should be optimised for entities to rank higher in search results.

Check out our blog post for a more comprehensive overview of Topics and Entities.

The Role of Keywords

While topics and entities are essential components of modern SEO, keywords are far from obsolete. Here’s why they still play a vital role:

User Intent Understanding

Keywords provide valuable insights into user intent. By conducting keyword research, you can uncover the specific terms and phrases users are typing into search engines. This understanding enables you to create content that directly addresses their needs and concerns.

Content Optimisation

Keywords help you optimise your content for search engines. Incorporating relevant keywords naturally into your content signals to search engines that your content is a valuable resource for users.

Competitive Analysis

Keyword research allows you to identify what your competitors are targeting. By analysing their keyword strategy, you can find opportunities to outperform them in search results.

Long-Tail Keywords

Long-tail keywords are still incredibly valuable. They often indicate highly specific user intent and can be a goldmine for attracting targeted traffic to your website.

Tracking Progress

Keywords remain a primary metric for tracking the success of your SEO efforts. Monitoring keyword rankings and performance helps you adapt and refine your strategy over time.

The Harmonious Approach

In conclusion, while the focus has shifted to topics and entities in the world of SEO, keywords remain the backbone of a successful strategy. Rather than thinking of keywords, topics and entities as competing elements, consider them as a harmonious trio. A well-rounded SEO strategy integrates all three aspects to create a comprehensive digital presence that appeals to both search engines and users.

Remember, SEO is an ever-evolving field, and staying updated with the latest trends and strategies is crucial. If you want to boost your website’s visibility, our experienced team at web2market is here to help. We offer expert SEO services encompassing keyword research, content optimisation, and a holistic approach to topics and entities.

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