Does Keyword Order Matter in SEO?

Have you ever struggled choosing between the keyword order and typing different variations for search keywords to see which variation will bring you the best result? 

Let’s take an example of a simple query:

Let me tell you, you are not alone in this; this is one of the most concerning questions for SEO specialists and digital marketers because changing the order slightly changes the results as well. So, does keyword order really matter?

The answer to this question isn’t straightforward; it’s a blend of technical aspects, user experience, strategic thinking, and keeping everything aligned with the search engines.

In this article, I’ll break down all the situations where keeping the keyword order matters and where it doesn’t.

Also, I’ll guide you in creating a proper balance between optimizing for search engines and writing in a natural tone for your users.

How Search Engines Process Keywords?

We all can’t deny the fact that search engines were very rigid and used to give so much importance to exact matching terms. Just like an old-school library, exact-matched keywords in the exact order were the name of the game, and that was the keyword-stuffing era, where people used to stuff exact keywords in titles, headings, content, alt-text, and every possible spot they could find, and guess what? Search engines used to favor them.

Today, search engines like Google, Bing, and Yandex have evolved so much, they don’t work like simple word-matching machines; they are strong enough to understand exactly what a reader wants.

With the advancement in AI and natural language processing and with the help of algorithms like BERT and RankBrain, search engines can understand the meaning, intent, and context of the keywords. 

The revolution doesn’t occur overnight; it takes years to develop such a strong system.

Let’s take an example of Google’s journey:

What does it mean? It means if someone searches for “burger late night New Jersey,” even though the query is grammatically incorrect, Google will understand the core intent behind this query: the user is searching for burger shops in New Jersey that are open at night.

However, it has nothing to do with the keyword order. Search engines can understand that both queries “buy affordable shoes” and “affordable shoes to buy” mean the same. But here comes a million-dollar question. Does searching both terms on Google bring the same results? Not really; a slight difference is possible.

Now you must be wondering, after praising the smartness of algorithms, I’m saying a slight change in results is possible. 😀

Well, you have every right to get offended at the moment, but stay calm; you’ll get your answer in the next section.

Exact Match Vs Matching User Intent

Exact match keywords are those queries that are in the exact sequence that a user types in search engines.

For example:

There are several benefits of using exact-match keywords.

• Shows high relevance in competitive niches
• Still beneficial for PPC and SERP features
• Chances of better ranking for specific queries

Along with benefits, it also has some drawbacks:

• It can make an awful sentence structure. 

Just think of an article with the key phrase “gift card what to write.” Now imagine this keyword is placed awkwardly in the same order in several headings and paragraphs. That’s the dark side of using some keywords in the same order.

Current Relevance: 

Today, exact match keywords are still relevant, but they need to be used with finesse. Just think of spices in the dish; balanced spices make the food finger-licking, but overusing them may ruin the entire dish.

Matching User Intent Over Exact Phrases

Search engines like Google and Bing now understand exactly what users want from their search queries. 

For example, if someone searches “gift card what to write” in the search engine, a page titled “20 Gift Card Message Ideas” can rank because this is the actual intent behind the user’s search. 

If you follow the intent-focused approach, you are more likely to target several keyword variations naturally, leading to solving actual user problems.

Finding the Right Keyword Order

Finding the perfect keyword order isn’t guesswork; instead, it’s proper methodological work that involves testing.

There are various techniques used to find the right keyword order. Let’s discuss them.

Research Techniques

There are several basic and advanced research techniques you can consider while finding variations of keyword order.

Google Auto-suggest

One of the basic but useful techniques to find the natural flow of keywords without spending on paid tools.

Type half of a key phrase in the Google search bar and let the Google auto-suggest give some recommendations that people usually search for in a natural flow. You can also type alphabets one by one before, after, or in the middle of the keyphrase to see more suggestions.

People Also Ask Mining

Once you search your queries in the Google search bar, analyze the “People Also Ask” boxes to discover related questions.

These questions represent the natural language flow that users actually ask while seeking information.

Competitor SERP Analysis

Look at the ranking posts on SERP for targeted keywords. Analyze the titles and meta-descriptions of ranking posts to see if they are following the keyword order.

Use SEO Tools

Use SEO tools like Ahrefs, SEMrush, and Moz to check the keyword variants.

Best Practice?

Here’s the best approach you can consider while deciding the keyword sequence.

• Start with the important words: if people are looking for a “sugar-free pancake recipe,” use it in the title and headlines to let the users know that they are in the right spot.
• Put the key phrase early in your title or heading: The beginning of the headlines and titles carries more weight, so it’s better if you utilize them there.
• Use the natural order most people search for: Utilize the natural flow in the core content. If other variants fit smoothly somewhere, don’t be afraid of using them.
• Match your content type to search intent: You should know the intent of the content. Writing a how-to guide? Use phrases like “how to fix a zipper.” Selling a product? Use direct search terms like “buy zipper repair kit.”
• Keep things flowing: Don’t jump from one keyword variation to another; build logical bridges between concepts.

Voice Search Considerations

Search queries are becoming more conversational. If you want to get benefits from voice searches, you have to match the pattern. 

For example, people don’t say “clean leather shoes best way.” Instead, they say, “What’s the best way to clean leather shoes?” So it will be beneficial for you if you match this pattern.

Keep in mind, voice searches are more conversational and typically are:

• 3-5 words longer than typed queries
• Phrased as complete questions 
• More conversational and natural in word order
• Often location-specific

Keyword Placement in On-Page SEO

Let’s discuss the on-page SEO elements to see where keyword order matters the most and where the least.

SEO Title

Your title tag is the most important element of the on-page SEO. Place the most relevant keyword at the beginning. For example, “Affordable SEO Tools for Beginners” is far better than “Beginners Guide to Affordable SEO Tools.”

• Only add secondary keywords in the title tag if they follow the natural flow. Otherwise, ignore them. 
• Add your brand name after the divider if there is any space left.
• Ensure the title is appealing to humans, not crawlers.

The ideal structure for the title tag is

Headings

Headings are the backbone of the content’s structure that guides both users and crawlers through your narrative. 

• Use the main keyword in H1 in a natural order, unlike SEO titles, where you use the brand name as well.
• Use keyword variations or LSI in H2 and H3.

Remember, don’t over-optimize headings; keep them readable.

URL Structure

• Keep URL structure clean and concise
• Use your primary keyword in permalink
• Avoid using unnecessary words

Content Body

Use your main keyword in the first 100 words in the natural order, and use natural variations throughout the content.

Misconceptions About Keyword Order

Keyword myths travel faster than cat memes and cause as much chaos as they do. Just kidding. 😀 Let’s talk about the most common ones.

No, it’s not true. Google isn’t a grammar snob. It clearly understands that “best SEO practices” and “ SEO best practices” are the same thing. So, while writing, use some common sense and don’t make your content look robotic. While writing the content body, choose the order that makes the most sense.

Nahh, again it’s a misconception. Google is smarter than you think. As long as you are solving the users’ problems, you are in the game.

Clarifications:

• Use the A/B testing method to see what actually performs better.
• Keyword order matters a little, but satisfying the search intent matters a lot.

Final Words

So, do keywords have to be in order? In some cases, yes, but in most cases? No.

Remember, search engines have matured now. Your SEO and content strategy should be mature too. That’s why you should always understand the user intent and create valuable content that satisfies the searcher’s intent without compromising the content quality. 

Remember, you are a human and writing for the human.