One of the big changes in search engine optimization in 2015 is Google's support of more natural keywords. In fact, this can be seen in the fact that there's no longer any option for exact keyword research in AdWords (1). Leading up to this trend is the reality that there are more tools used in online search. For example, voice-optimized tools, especially through mobile technology, make it possible for people to look for answers and information using natural speech patterns.
When B2B organizations look at the performance of their keywords with SEO in mind, it can be a vexing experience. Rankings can go up and down on a daily basis, which means it's important for companies to keep an even keel and try to maintain perspective. One way to look at keyword rankings is to keep in mind how they collectively influence the trustworthiness of a website (2).
When the phrases tend to form a consistent theme around the Web content, it presents opportunities to build on that to solidify authority in the eyes of buyers. Otherwise, keyword ranking reports can help guide an organization and indicate where there's a need for more content.