![]() Google’s former way of interpreting them is. Now, every single word in your search (and the exact order you use each one) matters.Īnd since it’s important to Google, shouldn’t it be important to us?īottom line: Keywords aren’t dead. Gone are the days where Google ignores “stop words.” Within the year before its rollout, BERT became the NLP industry standard due to its ability to effectively perform a wide variety of linguistic calculations. In fact, as Google understands greater nuance and is more equipped to connect the language we use with our true search intent, one could argue, keywords become even more important.īERT was baked into Google’s algorithm in late 2019. Knowing Google may revise our search queries could make it seem like their usefulness is all but obsolete.īut really, Google just got smarter with what we provided. In 2015, Google incorporated the AI-driven ranking factor, RankBrain, into the mix to further improve its query interpretation abilities.īefore, a search for “what pizza places near me deliver?” would send Google off looking for content that matches those terms.Īfter RankBrain, Google would use these keywords as contextual signals to learn what we really want and often rewrite our query behind the scenes (e.g., “pizza delivery 66062”). Receiving its name for being fast and precise, Hummingbird helped Google better understand search intent, particularly with complex and conversational searches. “AI and NLP made keywords obsolete.”Īnother time the validity of keywords was challenged was when Google rebuilt its algorithm in 2013. ![]() ![]() Nothing was different we just weren’t around.īottom line: Keywords aren’t dead. We’ve all heard, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” After all, people were still searching the same, and Google hadn’t changed how it was interpreting our content.
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