Moz recently released its biannual Search Engine Rankings Correlation Study and Expert Survey. This is consistently an excellent read for anyone hoping to improve their optimization tactics and approach.
The No. 1 item in Moz’s Ranking Factors summary reads: We continue to see lower correlations between on-page keyword use and rankings. This could likely be because Google is smarter about what pages mean (through related keywords, synonyms, close variants, and entities) without relying on exact keyword phrases. We believe matching user intent is of the utmost importance.
It was this aspect of search that Will Critchlow (@willcritchlow), CEO of Distilled, focused a large part of his INBOUND 2015 session on. The session, “The Future of Search,” described some of the dramatic changes affecting search results, and what we as marketers should be doing now to set our companies and clients up for success.