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Yes, adding keywords to your content is still important. The trick is to use them sparingly. For instance, if you're writing a blog post on automotive cooling systems, you'd naturally include terms such as "cooling system," "radiator," and "water pump" several times in your article. If you avoid forcing keywords into your text where they're unnecessary, you're golden.
Generally, the rule of thumb is still to assign a primary keyword to any page, as well as a few secondary keywords. In the previous paragraph, you might choose "cooling system" as your primary keyword and the other terms as secondary keywords.
A newer approach to keyword placement is to include synonyms too, as people doing web searches may use different terms for the same thing. For example, athletic shoes may also be called "sneakers," "trainers," "kicks," and "tennies." These are all valid terms, whether they're regional or slang, that different people might use to look for your products or services.
A second commandment of SEO is to post only unique content. Plagiarism is against the law and is also a fast path to the bottom of the barrel.
Anybody can check for plagiarized content on the web these days. You can use a site like Copyscape to see if you've inadvertently copied someone else's ideas—or if they've copied yours! Even easier, just paste a few lines into any search engine. You might be surprised at what you unearth.
The bottom line is that if your audience can find content elsewhere, they have no incentive to visit your site. Keep the ideas coming, and present them in a fresh way that keeps readers coming back for more.
A beautifully written, unique article containing a healthy proportion of keywords isn't necessarily going to outperform your competitors' content. Algorithms have become sophisticated enough to measure user experience in relation to your content. This means people must do more than click on your content for you to get points.
The time a visitor spends on your page of content is another factor in ranking. Whether they share your content or not also comes into play. That means your page or article must be interesting enough to keep the reader engaged—AND visually appealing too.
So, once you have your content polished, you need to think about all the other ways this content is going to engage your visitors. Have you added attractive images? colorful call-to-action buttons? external links to helpful resources? Even the ads you allow on your site can make or break your success.
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