SEOs seem to be obsessed by keywords these days. This obsession is difficult to give up, however it’s not all about keywords in SEO. In fact, keywords matter the least. Quality content and site visibility – that’s what one should long for. There are reasons for claiming that keyword focus is not essential. 

First of all, one should realize many ventures have been there before; the keywords are sure to have been already taken long ago. Even if developers have non-branded phrases to be found with, the terms do not generate their traffic; they do not become visible. If site has more than 5000 pages, its developers probably have much more serious issues than just taken keywords. The large pages are often in a terrible mess. They experience indexation problems, poor performance, duplicate content, broken links etc. This chaos makes it difficult for crawlers to get through, taking a lot of precious time. However, addressing and coping with these issues can be a great win, generating site developers good organic traffic. Keyword selection often becomes a real problem, as no one within an enterprise agrees on a single set of keywords. 

Keywords are also getting harder to track. The new encrypted search provided by Google blocks about 10% of search terms. One still can and should track overall traffic from organic search and the SEO’s influence on the bottom line. Business effectiveness but not the cheesy keywords is what matters most of all . It is all about appearing, clarity, and getting visible. 

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