Now, deciding what makes quality and relevant content is something Google has been focusing on for a while.
In 2013, Google revamped its main algorithm and named it Hummingbird.
Before this, Google’s scoring of whether a page was deemed relevant or not, was largely related to how well it had been keyword optimized.
If you include keywords into important on-page elements like title tags, headings and within the body of the content, you would score highly. You can think of this approach as relevancy 1.0.
However, one of Hummingbird’s main goals was to move away from “strings, to things” by better understanding the meaning of keywords and how they related to other topics, rather than the string of characters that make up a word.
Fast forward a couple of years (2015), and Google introduced Hummingbird’s first new sub-algorithm: RankBrain.
It was special because it was Google’s first artificial intelligence algorithm.
RankBrain better understands the user intent behind a keyword, and it focuses on providing the best result possible, rather than the best keyword optimized result.
Google has gone public in saying RankBrain is one of its top three rankings factors.
So, here’s what you need to know… there is now an increasing shift away from merely keyword matching a search query to satisfying the underlying keyword intent of a query.
If you think about it, it makes a lot of sense. Google now uses artificial intelligence in an attempt to work out when a user is satisfied or not. Keyword intent matching is fast becoming one of the most important aspects of modern SEO.