The beginning of the end of keywords?
The article is based on the Searchmetrics Ranking Factor 2014 1 by Marcus Tober. He describes " the fall of keywords ", namely:
First, " the decrease of the features "Keyword in URL" and "Keyword in Domain" is one of the more obvious findings of our analyses. "
Second, " relatively few sites actually have the keywords in their headings. In fact, only about 10% of the URLs in positions 1-30 have the keyword in h2s; 15% have them in h1s. And the trend also is negative. " Meaning that the trend for keywords in H1`s and H2`s is dropping.
Third, although " the feature "% Backlinks with Keyword" has considerably increased from 2013 to 2014 ", the " share continuously decreases with each position. In contrast to last year`s curve, this results in the calculation of a high(er) positive correlation. " Meaning that the correlation between keywords in backlinks and ranking is lower today.
He continues with an analysis of where the fall in "search power" of keywords went. Namely he continues with " the "rise" of content ".
1 http://www.searchmetrics.com/en/knowledge-base/ranking-factors/?
Searchmetrics Ranking Factors 2014: Why Quality Content Focuses on Topics, not Keywords
