In the past, optimising your web content for the keyword was the main focus. Businesses focused on integrating keywords into the page without paying much attention to the purpose or quality of information. However, some of Google’s most impactful algorithm updates of the last decade changed this. Google has shifted the focus onto user experience by providing search results with the most relevant information. One of the first Google algorithm updates to address search intent, was the Hummingbird update in 2013. The aim of this update was to better recognise the context of search terms, and not simply take specific terms at face value. While SEO Keyword Research is still a crucial element to search engine optimisation, it should be done as part of an all-encompassing, comprehensive SEO plan.