Before the advent of big data, marketing functions were largely focused on creating brand awareness through mass-market promotional efforts. Usually, these campaigns would be directed by gut instinct rather...
When you’re planning your SEO strategy, keywords matter less than they used to—and that’s good news for marketers.
The new way forward lets you build content off of broader concepts and use keywords in a supporting role, which will come as a huge relief to anyone who has spent hours poring through search terms in the Google Keyword Planner.
This shouldn’t be a surprise. We’re well overdue for the days when borderline shady keyword tactics can take a backseat to generating good content based off of the right concepts.
But how can you navigate this new reality effectively, without forgetting how to use keywords along the way?