Google has declared war on organic keywords. They want you to stop obsessing about them and concentrate on building a great site for your users. This is my July 2013 Search Exchange conference presentation that was mainly meant as a warning to the attendees of the bleak future that lays ahead.

1. The Dead
&
The Dying
Phil Buckley @1918
Your keywords are in peril

2. Remember Philosophy class?
I promise this won’t be nearly that bad…

3. Phil Buckley @1918
Allegory of the Cave

4. #philoSEOphy

5. Phil Buckley @1918 Director of SEO
October 18, 2011

6. Phil Buckley @1918 Director of SEO

8. Phil Buckley @1918 Director of SEO
6 months later
11%

11. Phil Buckley @1918

12. Phil Buckley @1918

13. Phil Buckley @1918
CLICK

14. Phil Buckley @1918

15. Phil Buckley @1918
Keyword
obfuscation

16. Phil Buckley @1918

17. Phil Buckley @1918
Your last hope

18. Phil Buckley @1918

19. Phil Buckley @1918

20. Phil Buckley @1918
Start Mapping

21. Phil Buckley @1918

23. We are like people looking for
something they have in their
hands all the time; we're looking
in all directions except at the thing
we want, which is probably why
we haven't found it.
- Plato, 380BC
This is a tweetable moment #deepthoughts

24. Phil Buckley @1918
Phil Buckley
Virante Search Marketing
@1918