Are Keywords Relevant to SEO in 2015?

The focus on keyword-based search engine optimization is dying quickly, as we’re witnessing the resurgence of long-tail keywords. Keywords once meant everything to a campaign; Google collected data about a site solely based on the keywords that were present on its pages and in its links, and companies could measure their success based on how they ranked for their target keywords. It was a simple, one-to-one relationship that made it easy for almost anybody to start stuffing and ranking.
Fortunately, those black hat practices have mostly died off, but there are still many search marketers who hold keywords in high regard. It’s true that looking at your keyword rankings can still give you some indication of the health of your campaign, but the relationship between keywords and search visibility success has become much more complex, and there are too many other onsite optimization considerations to ignore.
To illustrate the dwindling significance of individual keywords, I’ve put together this analysis of onsite optimization factors that matter far more than keyword presence.

Placement Means More Than Frequency

Keywords aren’t totally dead in the water — after all, Google still needs some kind of text to figure out what it is your company actually does. In that sense, you could say that keywords are simply informational tidbits for Google’s analysis, rather than having a quantifiable relationship and impact on your actual rankings.
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