Of course, there is a move by Google towards entities, but I keep finding "flaws" for things which I would not have expected. An interesting example I noted was, if you search for "Priti Patel husband", Alex Sawyer was returned (as at a few days ago; this morning in London I get different results) with the image carousel returned high up in the searches, and the first Alex Sawyer who came up was an English actor (not her husband, who is a marketing consultant as well :) ), alongside other politicians who ARE more relevant to the search. To me it would make sense that major news sites would the most regularly crawled and updated, as they need to be live for breaking news and I would have imagined this sort of search to yield more precise results, especially given how much she's been in the news lately, but it wasn't. This makes me have doubts in the idea of totally dropping at least occasional "isolated" keyword/ keyphrase research. In quite a few cases, I've seen things that make me feel that direct keyword/ keyphrase research isn't totally out yet. I prefer to tread cautiously in each case, and would rather use more than one method and review as much data as possible just to be sure, for at least some cases. Just, your comment made me think this.