"In older, simpler times (as recently as 2015) SEO was more straightforward, and optimising for keywords was a relatively simple matter of inserting your primary keyword every 100 words or so But Google has caught on and this method does not work any longer. In recent years, (2019 onwards) Google has become very good at understanding the relationship between intent, topics, and words - but it's still a machine and so has its limits."
"Breaking it down to a more human level, if you're writing a history essay about the Second World War and your professor has a list of topics you need to cover (i.e. Hitler's rise to power, the holocaust, the allied forces joining the war effort, etc.) he will be marking your essay on how well you've covered those topics. You can write an excellent essay covering Hitler's rise to power, the allies fighting back, and include a"
Google now evaluates content by semantic relevance, intent, and topical consensus rather than simple keyword frequency. Effective content includes semantically related words and covers the subtopics users expect for a given query. Analyzing current top-ranking pages reveals shared topics and vocabulary that indicate what Google rewards. Creating briefs that list required topics and semantic terms before writing ensures comprehensive coverage. Omitting an essential subtopic can prevent top rankings even if other sections are strong. Mirroring the scope and language of ranking pages improves the chance of satisfying algorithms and achieving page-one visibility.
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