Today, relevant content is the name of the game. Google algorithm updates over the past few years have made the search engine giant savvier than ever. The updates have resulted in the search engine becoming better at identifying search intent, matching queries with relevant content, and stripping the SERPs of ‘thin’ irrelevant content. The BERT update skyrocketed Google’s ability to use machine learning to understand the context around natural language in search queries and deliver even more laser-focused results.

Brands that have shifted their focus from keywords to creating high-quality, timely, and relevant content that answers queries are enjoying better positioning in the SERPs and more valuable traffic that converts.

Gone are the days of simply tracking data around your keyword and page ranking to measure SEO performance. The true indicator of success is the quality of traffic and the number of conversions to your content.