We're in 2018. This year, what does writing for SEO mean? Well, a bunch of things. 1. Solving the searcher's query matter most -- writing that doesn't do this tends not to rank well (for long): Because engines have gotten so much better, Google in particular, but Bing as well, have gotten so much better at essentially optimizing for solving the searcher's task, helping them accomplish the thing that they wanted to accomplish, the writing that does the best job of solving the searcher's task tends to be the most highly prized. Stuff that doesn't, writing that doesn't do that, doesn't tend to rank well, doesn't tend to rank for long. You can sometimes get to the top of the search results, but you will almost certainly invariably be taken out by someone who does a great job of solving the searcher's query. 2. Intent matching matters a lot more in 2018 than exact keyword matching: Today, no credible SEO would tell you to create a page for blue watch and blue watches or blue watch accessories and blue watch accessory or even blue timepieces and blue watches, maybe if you're targeting clocks too. In this case, it's really about figuring out what is the searcher's intent. If many keywords share the same intent, you know what? We're going to go ahead and create a single page that serves that intent and all of the keywords or at least many of the keywords that that intent is represented by. Get the full story at Moz