There is no keyword!

Not keywords, but rather contexts, just like back in 2012 Google invited to think of research as a set of “things, not strings”: keyword research still is the key activity to create content for each type of site, but we must clear the field of old myths and outdated techniques that make us lose sight of the goal, which is to understand what people want and what they expect to find on a web page.

Already now, and even more so in the coming months with the increasing impact of Google’s machine learning and AI systems, we have to mirror Neo in the Matrix in front of the spoon and repeat that “there is no keyword”, since this is the only way we can truly understand what we need for the SEO.

Do not look for keywords only

Let’s jump back in time: announcing the introduction of the Knowledge Graph in 2012, Google focused not only on the importance of this tool, but also on the meaning of the new approach to research, based no longer on “strings”, but on things.

The knowledge graph is based on the entities that Google knows – things, people, landmarks, celebrities, cities, sports teams, buildings, geographical features, films, celestial bodies, works of art and more – and allows you to instantly obtain information relevant to the request made by users. But, most of all, it was already defined as “a first fundamental step to build the next generation of research, which draws on the collective intelligence of the web and understands the world