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Do keyword phrases still hold relevance for content marketing and SEO in this year?

To be truthful, they are important especially in travel and tourism industry along with hospitality industry. In these sectors, keywords create business even now. Think of an exclusive mountaintop hotel in Ireland whose website is crammed with keywords such as ‘Romantic place’, ‘View the mountains right outside your bedroom window’, ‘Amazing hotel at a greater altitude’ and many more endearing keyword phrases that attract guests throughout the season. However, there are certain factors that may make or spoil the success of SEO (Search Engine Optimisation) strategy with regard to hotel websites. Some of these are given in details in the subsequent section.

Keyword usage with its frequency

Keyword optimization still covers a significant aspect in SEO treatment. It is also necessary to know the suitability of keyword than its frequent usage. Nonetheless, there are quite a few areas in keywords where the purpose is satisfied.

  • Title and Description tags (Meta information) and headers (h1, h2, h3)
  • Sidebars and footers
  • Body text

Specific keyword versus selection of keyword theme

Instead of sticking onto an exact keyword phrase all along in your website, it would be more favorable to use varied keyword themes for each page of the site. The reason is quite simple. Firstly, by focusing on a particular keyword phrase, it will become repetitive, which in turn will affect SEO performance adversely. Secondly, it will hinder the sales potentiality of the site. Therefore, it is better to change the theme on the different pages. For example, while one page may target ‘Cheap Hotel in Ireland’, another may target ‘Hotel near the World famous Dublin Zoo’.

Keyword connotation versus precise words

Google, while indexing your site reads and interprets content thereby reaches to its conclusion about the site. Moreover, Google checks out for synonyms to keyword and uses those to match with the searcher’s inquiry. In such a scenario, ‘picture’ and ‘photos’ define the same thing to Google. Similarly, it hardly matters whether the term ‘trip’ or ‘travel’, ‘hotel’ or ‘resort’, ‘lodging’ or ‘accommodation’ is used. In other words, it means that it matters little whether you use the word ‘hotel’ or ‘resort’ and ‘lodging’ or ‘accommodation’. No matter whatever is done, your hotel will show up simply as “Cheap Hotel” even if the inquiry asks for Ireland resort.

Google’s Semantic search adds new value

Instead of routine analysis, Google now uses semantic search to ascertain the root of the search. If Google had confined its search to results based only on keyword, in that case, whenever a searcher used the phrase ‘Cheap rooms in and around Ireland suburbs’, the search engines would have looked for any site that had the words spelled ‘Cheap’ ‘rooms’ ‘around’ ‘Ireland’ ‘suburb’.

However, with search, Google will look for the purpose behind the query, while watching out for other variations for the term that includes “inexpensive places to stay in and around Ireland suburb”. Hence, as long as your website content shrieks that it offers inexpensive rooms and that your hotel is located in or around Ireland suburb, your site will show up on SERPs (Search Engine Results Page), even if its site content does not have the exact phrase “Cheap rooms in Ireland”.


Search engines are now focusing only on keywords to provide the best search experience for their users. Nonetheless, it does not mean that the keyword maneuverability of SEO is no longer relevant or that it should be ignored. Instead, you should enlarge your SEO efforts to include other Internet Marketing strategies to further enhance the search ranking.