[Discussion] Sunsetting the Keywords Tool in 2018SOLVE
Jeffrey from the product marketing team at HubSpot here. We’re planning to sunset the Keywords tool within HubSpot this year, and I wanted to start a discussion here about why and answer any of your questions.
For a full timeline and background information, I recommend reading this post.
That said, here are 3 high-level reasons we’re sunsetting the Keywords tool:
- Search has moved beyond just Keywords. Search engines now base results on user intent and topics, and our exact match keywords tool was not ideal for telling you what to write about, or how you were doing.
- Rank is not a proxy for success. Many of the marketers that I speak with still want to “rank better” or “rank #1” for their content. While those aspirations are commendable, the fact is there is no consistency in search and back in 2011 Adam Lesnik, a Google search evangelist at the time, said that “rank checking is largely overrated and a gross waste of time.” It’s clear based on the personalization of search by localization, individual, device, and more than rank is becoming an irrelevant metric and is not a measure of success. Instead, we believe you should focus on attracting actual visitors, leads, and customers.
- Content Strategy is a new SEO tool that can help set you up for success. The topic cluster model works. We’ve seen a remarkable increase in traffic at HubSpot, and customers like IDS Agency, Townsend Security, and others have also experienced remarkable success. This tool not only helps you plan what to write, but also helps structure content in a way that is optimized for search engines and humans alike, and gives you insight into how many visitors, leads, and customers you are generating.
With that said, let me know if you have any questions or concerns. I’ll try to hop into this thread throughout the next few days to answer questions.
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