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Keywords, content, and on-site SEO

To understand why keywords are no longer at the center of on-site SEO, it's important to remember what those terms actually are: content topics. Historically, whether or not a page ranked for a given term hinged on using the right keywords in certain, expected places on a website in order for search engines to find and understand what that webpage's content was about. User experience was secondary; simply making sure search engines found keywords and ranked a site as relevant for those terms was at the heart of on-site SEO practices.

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