Keywords Are Dead!
Back when search engines were young and users less savvy, Google introduced keywords as the search methodology. With the maturing of search algorithms and the growing sophistication of Internet users’ behavior most searchers:
Know how to “Google” (a verb since 2006).
Understand where to click in the results.
Expect relevance after the click.
Know how to refine a non-relevant search.
The old interpretation of keywords is no longer true; users are not typing simple keywords that yield simple Google results. Users are entering “queries” – phrases that match specific search intent – and Google attempts to match that intent based on search data, click data, and heuristics, and then serves richer (and hopefully more relevant) intent-based results: