Just a few years ago, keyword ranking had to be part of almost every SEO campaign. If you ignored it, you would tremendously undermine your online marketing efforts.

However, if you got your search terms and keywords right, your page would rank effortlessly.

Times have since changed. Consequently, the SEO scenery is now different. If you focus on keyword ranking, the chances are that you are not going to realize your potential.

So, why doesn’t your Google rank matter anymore?

Keywords were for a long time, instrumental in gauging the performance of online marketing campaigns. Google Analytics provided all the information you required on keyword searches. For marketers, this information was indispensable. It would enable you to meet the expectations of consumers using the keyword tool.

Ever since Google changed to the encrypted search and came up with the Google keyword “not provided’’, the previous SEO landscape was thrown into disarray. You could no longer find keywords on Google Analytics. This automatically made some Google tools inaccurate measures of ongoing search activities. The tools lost their effectiveness, and marketers realized that they couldn’t rely on them anymore.

Google y M&M

Soon after, Google made a change of the search volume estimate within its keyword planner tool. Previously, you could look up how many times a particular keyword had been searched in a month. The feedback would give you an accurate number such as 1350. If you tried that today, you will note that the results will be provided in the form of a broad range. For example, it will show you that the keyword you are looking up has been searched between 1000 to 10000 times.

This information comes across as vague. It is no longer useful to online marketers as it was before. For this reason, marketers now prefer to use subject-centered strategies. These methods are based on particular topics and categories. They are more effective than search terms and keywords.

Why keywords are no longer seen as accurate

There are three reasons why keywords are no longer as effective as they used to be.


Some years ago, Google+ was introduced and it was mainly based on the personalization of searches. As of today, Google+ has lost its relevance. But Google is still offering personalized search results.

If you type your select search words on Google, your immediate results will be somewhat based on your search history. For example, if you had visited the Harley Davidson Motor Cycles website before, there is a high likelihood that it will appear on top of your search results when you search for the best motorcycles on Google. Due to such changes, marketers have had a hard time, trying to use keywords to establish the top ranking sites.


The device that you use to conduct your searches on Google now matters. Google will prepare and present your search results as per the device you are using. You will realize that the results you get for searching a particular term on your Smartphone isn’t the same as what you get when you search the same term on your desktop computer.


Google now pays attention to your location. When you type search words on Google, it presents you with location-based results. If you are in Arlington trying to find a bar, the results will show the open bars around that area. This information is invaluable for Google users. Nonetheless, it makes it extremely difficult for a marketer to find out the top ranking websites.

In short, ranking high on search engines is no longer an indicator of high revenue or traffic. You can’t tell how successful certain keywords are through a Google search. The fact that search results are modified makes it even more complicated. The truth is that how a website ranks on the search engine does not guarantee you the accuracy you’d want.

If you would like to measure the performance of your site today, you are likely to get more accurate results by basing your analysis on content revolving around similar topics or subjects. By thoroughly examining such content, you can measure the interest surrounding the topics or subjects in question. These are the kind of results that would help you convert more leads and increase traffic.

Does this mean that keywords are no longer useful? Well, not at all. They are still valuable, especially when it comes to solving SEO related problems. Keywords can partially guide you, but they’ll not make your marketing campaign fruitful.