{"id":143879,"date":"2022-05-19T13:05:41","date_gmt":"2022-05-19T13:05:41","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=143879"},"modified":"2022-05-19T13:06:10","modified_gmt":"2022-05-19T13:06:10","slug":"three-critical-keyword-research-trends-you-must-embrace","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2022\/05\/19\/three-critical-keyword-research-trends-you-must-embrace\/","title":{"rendered":"Three critical keyword research trends you must embrace"},"content":{"rendered":"<div class=\"well\">\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-143886\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/three-critical-keyword-research-trends-you-must-embrace-1024x535.jpg\" alt=\"Three critical keyword research trends you must embrace\" width=\"640\" height=\"334\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/three-critical-keyword-research-trends-you-must-embrace-1024x535.jpg 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/three-critical-keyword-research-trends-you-must-embrace-300x157.jpg 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/three-critical-keyword-research-trends-you-must-embrace-768x401.jpg 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/three-critical-keyword-research-trends-you-must-embrace-scaled.jpg 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/h3>\n<h3>30-second summary:<\/h3>\n<ul>\n<li><span style=\"font-weight: 400;\">Exact-match keywords are useful for researching patterns and trends but not so much for optimization purposes<\/span><\/li>\n<li><span style=\"font-weight: 400;\">When optimizing for keywords, optimize for intent and solve problems, don\u2019t just match your page to the keyword<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Brand-driven keywords should be your top priority because you cannot control SERPs but you can rank assets that will drive people back to your site<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Instead of focusing on keyword strings, research your niche entities and find the ways to associate your business with those through on-site content and PR\/link building efforts<\/span><\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">If you ask an SEO expert to name one SEO tactic that has changed the most over the years, they are likely to confidently answer \u201clink building.\u201d Some will point out to \u201ctechnical tasks\u201d, and very few will ever think of \u201ckeyword research.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The truth is, most SEO tasks look completely different these days but few SEO experts have changed the fundamental way they do keyword research and optimize content for those keywords.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yes, we seem to have finally left keyword density behind (unless Google <\/span><a href=\"https:\/\/blog.google\/outreach-initiatives\/grow-with-google\/career-certificates-scholarships-digital-marketing-ecommerce\/#:~:text=Like%20all%20our%20certificates%2C%20all%20course%20instructors%20are%20Google%20employees%20who%20are%20subject%2Dmatter%20experts.\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">forces<\/span><\/a><span style=\"font-weight: 400;\"> it back) but fundamentally nothing has changed: We run keyword tools, find relevant keyword strings and use them as much as we can throughout a dedicated page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the meantime, Google\u2019s understanding and treatments of keywords has changed completely.<\/span><\/p>\n<h2>1. Exact-match keywords are getting obsolete<\/h2>\n<p><span style=\"font-weight: 400;\">Google has a long history of trying to understand search queries beyond matching word strings in them to the documents in the search index.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And they succeeded.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It started years ago with Hummingbird being first quietly introduced then officially announced in August of 2013.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yet, few SEOs actually understood the update or realized how much of a change to everything they knew it was.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With Hummingbird Google made it clear that they were striving for a deeper understanding of searching journeys and that would ultimately fix all their problems. As they manage to know exactly what a searcher wants and learn to give them that, no fake signals or algorithm manipulations will impact their search quality.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hummingbird was the first time Google announced they wanted to understand \u201cthings\u201d instead of matching \u201cstrings of words.\u201d In other words, with Hummingbird exact-match keyword strings started becoming less and less useful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, after Hummingbird came <\/span><a href=\"https:\/\/knowtechie.com\/google-just-got-a-bit-better-at-understanding-your-confusing-search-queries\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">BERT<\/span><\/a><span style=\"font-weight: 400;\"> that helped Google to enhance its understanding of how people search.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143885\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Exact-match-keywords-becoming-obsolete-after-the-Google-BERT-update.jpg\" alt=\"Exact match keywords becoming obsolete after the Google BERT update\" width=\"512\" height=\"296\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Exact-match-keywords-becoming-obsolete-after-the-Google-BERT-update.jpg 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Exact-match-keywords-becoming-obsolete-after-the-Google-BERT-update-300x173.jpg 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/span><span style=\"font-weight: 400;\">Image source: <\/span><a href=\"https:\/\/blog.google\/products\/search\/search-language-understanding-bert\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s a short but pretty enlightening <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=2lR8Fzays4I\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">video<\/span><\/a><span style=\"font-weight: 400;\"> on the struggles and solutions of Google engineers trying to teach the machine to understand the obvious: What is it people mean when typing a search query?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That video explains the evolution of SEO perfectly:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Context is what matters<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Google is struggling, yet slowly succeeding at understanding \u201ccontext, tone and intention\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Search queries are becoming less predictable as more and more people talk to a search engine they way they think<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Stop words do actually add meaning, and are often crucial at changing it.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The takeaway here: <\/span><a href=\"https:\/\/searchenginewatch.com\/2019\/07\/15\/keyword-research-tools-free\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Keyword research tools are still useful<\/span><\/a><span style=\"font-weight: 400;\">. They help you understand the patterns: How people tend to phrase a query when looking for answers and solutions in your niche.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But those keywords with search volume are not always what people use to research your target topic. According to Google, people search in diverse, often unpredictable ways. According to <\/span><a href=\"https:\/\/www.google.com\/search\/howsearchworks\/our-approach\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google<\/span><\/a><span style=\"font-weight: 400;\">, on a daily basis 15% of searches are ones Google hasn&#8217;t seen before.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Every day Google encounters 15% of <\/span><b>completely new search queries<\/b><span style=\"font-weight: 400;\">. That\u2019s how diverse searching behaviors are.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moving away from keyword matching, Google strives to give <\/span><b>complete and actionable answers<\/b><span style=\"font-weight: 400;\"> to the query. And that\u2019s what your SEO strategy should be aiming at doing as well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whatever <\/span><a href=\"https:\/\/www.similarweb.com\/corp\/blog\/marketing\/seo\/keyword-research\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">keyword research process<\/span><\/a><span style=\"font-weight: 400;\"> you\u2019ve been using is likely still valid: It helps you understand the demand for certain queries, prioritize your content assets and structure your site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s the <\/span><a href=\"https:\/\/www.wpbeginner.com\/beginners-guide\/blog-seo-tips-optimize-your-blog-posts-for-seo\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">optimization<\/span><\/a><span style=\"font-weight: 400;\"> step that is completely different these days. It is no longer enough to use that word in the <\/span><a href=\"https:\/\/seranking.com\/blog\/title-tags-and-meta-descriptions-in-seo\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">page title, description<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/searchenginewatch.com\/2019\/02\/20\/four-tools-structure-article-seo\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">headings<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So when creating an optimization strategy for every keyword you identify:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Try to figure out what would satisfy the <\/span><a href=\"https:\/\/searchenginewatch.com\/2019\/06\/05\/using-search-intent-for-seo\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">search intent<\/span><\/a><span style=\"font-weight: 400;\"> behind that query: What is it that searcher really looking for? A list? A video? A product to buy? A guide to follow? Even slight changes in a searchable keyword string (e.g. <\/span><a href=\"https:\/\/www.redsearch.com.au\/resources\/plural-singular-keywords\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">plural vs singular<\/span><\/a><span style=\"font-weight: 400;\">) can signal a searching intent you need to be aware of.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Search Google for that query and look through search snippets: Google is very good at identifying what a searcher needs, so they generate search snippets that can give you lots of clues.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Notice how none of the high-ranking documents has that exact search query included:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143882\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Ranking-resources-for-diverse-keywords-vs-exact-match-keywords.png\" alt=\"Ranking resources for diverse keywords vs exact match keywords\" width=\"441\" height=\"512\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Ranking-resources-for-diverse-keywords-vs-exact-match-keywords.png 441w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Ranking-resources-for-diverse-keywords-vs-exact-match-keywords-258x300.png 258w\" sizes=\"auto, (max-width: 441px) 100vw, 441px\" \/><\/span><span style=\"font-weight: 400;\">Image source: Screenshot made by the author<\/span><\/p>\n<h2>2. Branded keywords are your priority<\/h2>\n<p><span style=\"font-weight: 400;\">More and more people are using search to navigate to a website, and there are several reasons for that:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A few strongest browsers allow people search from the address bar (those include Safari on both desktop and mobile and, obviously, Google Chrome)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">People are getting used to voice searching, so they just speak brand names to perform a\u00a0 search.<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143881\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Ranking-for-branded-keywords-to-funnel-target-audience-to-assets.png\" alt=\"Ranking for branded keywords to funnel target audience to assets\" width=\"512\" height=\"453\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Ranking-for-branded-keywords-to-funnel-target-audience-to-assets.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Ranking-for-branded-keywords-to-funnel-target-audience-to-assets-300x265.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Image source: Screenshot made by the author<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, your customers who likely know about your brand and are possibly ready to make a purchase &#8211; those hard-earned customers are forced to search for your brand name or for your branded query.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And what will they see?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is astounding how many companies have no idea what comes up for their branded search, or how many customers they lose over poorly managed (or more often non-existent) in-SERP reputation management.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are three crucial things to know about brand-driven search:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">These are mostly high-intent queries: These searchers are typing your brand name intending to buy from you<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">These are often your existing, returning customers that tend to buy more than first-time customers<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Both of the above factors make these your brands\u2019 top priority.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">And yet, you don\u2019t have control over what people see when searching for your brand. In fact, monitoring and optimizing for those brand-driven queries is not a one-time task. It is there for as long as your brand exists.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Treat your brand name as a keyword: Expand it, optimize for it, <\/span><a href=\"https:\/\/searchenginewatch.com\/2013\/04\/04\/rank-monitoring-beyond-google-webmaster-tools\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">monitor your site\u2019s rankings<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identify deeper level problems behind your customers\u2019 brand-driven searching patterns: What is it you can improve to solve problems behind those queries?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143880\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Identifying-customer-pain-points-for-keyword-research.png\" alt=\"Identifying customer pain points for keyword research\" width=\"512\" height=\"459\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Identifying-customer-pain-points-for-keyword-research.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Identifying-customer-pain-points-for-keyword-research-300x269.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/span><span style=\"font-weight: 400;\">Image source: Screenshot made by the author<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your branded search queries should become part of your sales funnel &#8211; everything from <\/span><a href=\"https:\/\/searchenginewatch.com\/2015\/05\/05\/building-links-to-your-about-us-page\/\"><span style=\"font-weight: 400;\">About page<\/span><\/a><span style=\"font-weight: 400;\"> to <\/span><a href=\"https:\/\/www.kiaoradigital.co.nz\/post\/how-to-build-a-better-product-page\"><span style=\"font-weight: 400;\">product pages<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/optinmonster.com\/9-lead-magnets-to-increase-subscribers\/\"><span style=\"font-weight: 400;\">lead magnets<\/span><\/a><span style=\"font-weight: 400;\"> should capture those brand-driven opportunities.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In many cases, when you see a large amount of brand-driven keywords, you may need a higher level approach, like setting up a <\/span><a href=\"https:\/\/colorlib.com\/wp\/wordpress-knowledge-base-themes\/\"><span style=\"font-weight: 400;\">standalone knowledge base.<\/span><\/a><\/p>\n<h2>3. Entities are key<\/h2>\n<p><span style=\"font-weight: 400;\">Entities are Google\u2019s way to understand this world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entities are all proper names out there: Places, people, brands, etc.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google has a map of entities &#8211; called Knowledge Graph &#8211; that makes up Google\u2019s understanding of the world.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entities help Google understand the context and the search intent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143883\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Using-entities-and-semantic-search.png\" alt=\"Using entities and semantic search\" width=\"512\" height=\"302\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Using-entities-and-semantic-search.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Using-entities-and-semantic-search-300x177.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/span><span style=\"font-weight: 400;\">Image search: <\/span><a href=\"https:\/\/searchenginewatch.com\/2019\/12\/16\/the-beginners-guide-to-semantic-search\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">The beginner&#8217;s guide to semantic search<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Being Google\u2019s entity means coming up in searches where you were implied but never mentioned:<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-143884\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Using-Google-entities-for-keyword-research.png\" alt=\"Using Google entities for keyword research\" width=\"512\" height=\"442\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Using-Google-entities-for-keyword-research.png 512w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/Using-Google-entities-for-keyword-research-300x259.png 300w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/span><span style=\"font-weight: 400;\">Image source: Screenshot made by the author<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through entity associations, Google knows what any search is about.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entities should be the core of your keyword research process: What are known entities is your niche and how do you associate your brand with those entities?<\/span><\/p>\n<h2>Conclusion<\/h2>\n<p><span style=\"font-weight: 400;\">Search engine optimization is evolving fast, so it requires an agile strategy for brands to keep up. If you are doing keyword research the old, exact-match, way, your business is about 10 years behind!<\/span><\/p>\n<hr \/>\n<p><em>Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter\u00a0<a href=\"https:\/\/twitter.com\/seosmarty\" target=\"_blank\" rel=\"noopener noreferrer\">@seosmarty<\/a>.<\/em><\/p>\n<p><strong>Subscribe to the\u00a0<a href=\"https:\/\/searchenginewatch.com\/#newsletter-modal\" target=\"_blank\" rel=\"noopener\">Search Engine Watch newsletter<\/a>\u00a0for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.<\/strong><\/p>\n<p><strong>Join the conversation with us on\u00a0<a href=\"https:\/\/www.linkedin.com\/groups\/61126\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>\u00a0and\u00a0<a href=\"https:\/\/twitter.com\/sewatch\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Keyword research has been around for decades but few marketers actually realize how it has changed<\/p>\n","protected":false},"author":1092,"featured_media":143886,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[37,291,271,423,22],"content_type":[],"class_list":["post-143879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-google","tag-keyword-research","tag-keyword-strategy","tag-semantic-search","tag-seo"],"acf":{"tad_independentcommercial":"Independent","tad_content_format":"Infuencer commentary"},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/05\/three-critical-keyword-research-trends-you-must-embrace-scaled.jpg","category":"SEO","timeago":"4y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/143879","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=143879"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/143879\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/143886"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=143879"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=143879"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=143879"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=143879"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}