If you’re still cramming the same keyword into every line of your website, I have bad news: you’re not helping your SEO — you’re hurting it. Keyword stuffing and outdated tricks don’t work anymore, and in some cases they can even damage your rankings.
The good news? Keywords still matter — just in a smarter, more natural way.
Keywords Then vs. Keywords Now
Years ago, the strategy was simple (and a little clunky): repeat the same keyword over and over until Google got the hint. That’s why you’d see websites stuffed with lines like “best pizza Kalamazoo, Kalamazoo pizza best, best pizza near me Kalamazoo.” Honesty, it made my skin crawl! As someone who is all about connecting with your audience, this really missed the mark.
Thankfully, search engines are much smarter now. They understand context, synonyms, and intent. In other words, Google knows that “executive coaching” and “leadership coaching” are closely related, even if you don’t repeat one phrase a hundred times.
What Matters Most Today
Instead of obsessing over exact matches, think of keywords as signals that help your content connect with what people are truly searching for. That means:
- Relevance matters more than repetition. It’s better to use a keyword naturally a few times than to force it into every sentence.
- Search intent is key. Are people looking to buy, learn, or compare? Write your content to match their goal.
- Topic coverage wins. If someone searches for “how to choose an executive coach,” your page should answer that question fully — not just throw the phrase “executive coach” into the mix.
Where to Use Keywords
While keyword stuffing is out, there are still smart places to include them:
- Page Titles – Make it clear what your page is about.
- Headings – Break your content into sections that include natural keyword phrases.
- Content – Write for humans first, but include keywords and variations naturally.
- URLs – Short, simple, and descriptive (for example: /executive-coaching instead of /page-1).
- Images – Use descriptive file names and alt text when it makes sense. However, it is important to remember that alt text should be written for accessibility and should give a short description of the image.
The Bottom Line
Yes, keywords still matter — but they’re no longer about tricking search engines. They’re about showing up for the right people, with the right content, at the right time.
If you focus on helpful, relevant, well-structured content that naturally uses the words your clients are searching for, you’ll be in great shape.
Ready to Move Beyond Outdated SEO?
Stop wasting time with keyword tactics that don’t work. When your website is built with story, style, and strategy, the SEO happens naturally. Your message connects, your content works harder for you, and the right clients start showing up.
Ready to elevate your website, your message and your SEO? Get in touch with us and let’s create a site that attracts the audience you actually want — without keyword gimmicks.
