Keyword research is dead. Long live user intent

The Future of Search: Keyword research is dead.

A few years ago, search was mostly based on keywords, then we had with a little bit of intent sprinkled on. And what we’re looking forward to in 2020 is that search engines are going to be primarily intent-based, so they’ll understand the core intent better. They’ll understand what the documents mean better, and be able to do better matches.

For you in the SEO community. what that means, is that some of the current practices around keyword research are probably going to become slowly obsolete and you’ll need to switch to intent research as a practice. 2020 is the year where search engines are shifting to intent primarily.

socialization of search

The socialization of search

Suddenly, a huge social reach is a competitive advantage in SEO. If you’re doing SEO today, I think it’s no longer possible to ignore the growth of your social connections as a big part of your SEO strategy. Twitter followers, Facebook connections, LinkedIn account size and engagement across these won’t just be social metrics; they’ll be KPIs for SEO, too.