Keywords in titles is a topic that is generating a lot of uncertainty in relation to Google’s ranking factors.
Identifying which ranking factor is important to Google is somewhat controversial even for seasoned SEO professionals. Right now, the best way to rank higher in search results ( SERPs ) is unclear .
Keywords in titles are overrated
The sine qua non premise of applying the Keywords in the titles begins to be questioned.
At this time, no one can say with certainty which of the more than 200 criteria is really the decisive in positioning through Google .
One of the most weighty testimonials about the importance of Keywords in titles is endorsed by one of the best SEO experts at Google, John Mueller.
Mueller recently also surprised by dismantling another myth assumed by everyone in terms of SEO positioning. She commented that linking to relevant websites does not affect SEO positioning as it did before.
The other news he announced is the one that has to do directly with Keywords in titles and SEO. According to Mueller, Keywords in titles are being overrated by SEO experts . Keywords don’t count as much as previously thought in titles.
Relevance of Keywords
In his conference on the importance of SEO in Google, Mueller commented that Google sees the titles as a mere function . That is, you perceive tags as elements that are used in the text as headings when it comes to searching for something.
Google sees the value in tags more as elements for sorting queries than for inserting keywords. In fact Mueller commented that the titles are seen by Google as parts that are used to better understand the content of the page. But the relevance of the inclusion of the keywords in them is not contemplated.
Effectiveness of keywords in headings
From now on it will be convenient to consider the effectiveness of using the keywords in the headings. What appears to be a fact is that the ranking of keywords in headings H1 and also in H2 and H3 are no longer relevant to Google according to Mueller .
Since the beginning of the last decade, the inclusion of keywords in headings has been fundamental and now all this is changing.
Although it does affirm that the three types of labels help to more easily find correct queries where the keywords can go.
Importance of Keywords in texts
Therefore the page will rank higher because the keyword will be within the text, not because it is in the title. This does not mean that for this reason a page will rank at the top of the results. There are more factors for this, not only because it is making the search easier for Google.
Being clear about where the best places to relocate your keywords are is important, but not just for Google . Anyway, although the Keyword in titles does not have the relevance of before, Google values it. The reason according to Mueller is because it makes it easier for people and scripts to understand the content.
Google guiding users
One thing is clear: Google does everything possible to provide its users with the best results . In this sense, the use of Keywords is essential for this search engine. For this reason, the most important user-oriented ranking factors.
One of the objectives of Google is to put your company first in its search engine. For Google to offer you the best search results it matters to you that, each URL must have a unique title more than the fact that the keyword is in it.
Another aspect to keep in mind is that the title shown in the SERPs should give the user a first impression of the content and encourage them to click.
The value of the title for Google beyond the keywords
First of all, the title must offer the user added value and, at the same time, appear natural. After knowing that Keywords in titles are not as important as before, it is recommended not to group keywords . This refers to what is called keyword stuffing.
With the new Keywords policy in titles, it is advisable that headings be used especially for long text content. Mueller indicates that from now on it is better to use keywords as a means to organize the text of the web page.
Keywords lose strength in headings
It is advisable to stop using headings as a way to introduce keywords into the document . The idea pursued with this new way of positioning keywords is to make it easier for information to be found within the text.
The use of keywords is changing and should now focus on helping search engines better understand what that content is about.
At this time, Keywords in titles now position more due to the fact that Google makes it easier for them to understand that content. Before, on the contrary, what counted was the value of the Keyword
Keywords are still essential
If you use SEO on your website, you will inevitably work intensively with the keywords. Despite the less relevance of Keywords in titles, they are still important for the positioning of your website.
The reason is forceful. Keywords are essential to make your website a visible and relevant digital space. A good use of the keywords supposes an aligned optimization so that, for example, your target audience finds you the first time through Google.
Keywords that identify
Therefore, keywords are a must to pinpoint what content is on the website. Google or search engines receive these clues about what search queries your page offers through keywords.
The keyword plays an important role in search engine optimization (SEO). Therefore, the use of the keyword is an important factor for usability and a good click-through rate.
A keyword is not always just a string (a word), it can also be a sequence of words. This means a combination of related search terms.
Keywords and content
Google, in addition to the Keywords, takes into account the quality of the content where they are located. The importance in the quality of the contents is an invariable factor for Google and of capital importance.
The best combination is to use Keywords that have to do with this quality content. This brings great value to Google. For content to be of quality, Google understands that it must provide valuable information .
This is so, Google relegates pages with no real value for the user to lower places. Information that adds value and is attractive is directly related to knowledge of a topic.
Good content ensures that the reader likes to stay on the page for a long time. This is a determining factor for Google. In addition a valuable content reduces the bounce rate. And this is a criterion that Google likes to reward.
This increases the length of stay and reduces the bounce rate. Both criteria that Google likes to see and reward. Next important point. It is not new either, but nevertheless extremely important. I even affirm that it is not possible to achieve a good classification without observing this criterion.
Structure of content versus Keywords
As long as a content is of quality, it will have more preference than other similar content, if it has more words. Google not only looks at the quality of the content but its structure, the length of the texts
A larger extension with valuable content scores more for Google. There are two reasons in this section. The first is that more extensive content is more likely to use more keywords.
The second reason has to do with semantics. If it is extensive and quality content, it will have a greater wealth of words and qualifiers. This is something that Google values.
There is another factor, the contents of greater extension, if they are of quality; they are perceived by a more elaborate and documented work. They are elements that indirectly affect SEO. One of these consequences is mentions on social networks.
Keyword density myth or reality?
This new change of focus on keywords in titles affects the density of the keyword. Keyword density is no longer a relevant factor in Google.
The keyword is valued as a beacon that identifies the content of the web and its value. But this is no longer determined by the number of times the keyword appears on the web.