Write Content Google Will Love
Content marketing experts have long heralded that writing content for the target audience is the best practice. This is true. But Google says, if you write content that takes into account the intention of the searcher, fulfills a need, answers a question, is educational and incorporates contextual semantic keyword phrases, you will also write content Google will love.
Think Like Hummingbird
Google’s Hummingbird algorithm has dramatically changed the way content is indexed in SEO. Hummingbird’s objective is to better understand the users’ intent when searching and offer the most relevant results to them.
Web pages matching the meaning of a search query do better than pages matching just a few keywords.
Write Like You’re Talking to Your Best Customer
Google Hummingbird, and other search engines, are striving to listen in the same language as the users. This means we need to be writing content for Semantic Search. “Semantics” refers to the meaning or interpretation of a word or phrase.
Hummingbird requires that you understand your prospect’s intent when they search. In other words, know your audience. Doing this really well takes work, but it starts with knowing your potential customers or clients and why they might buy what you have to sell, and identifying the information they need first.
“Ask yourself what creates value for your users.” Google.
Long-Tail Keywords: A Better Way to Connect with Customers
Natural language search is becoming more popular and pervasive, especially with the momentum of mobile technology and search. The best we can do at this point is optimize content with long-tail keywords.
With shorter keywords, competition for rankings can be fierce, but visits can be scattershot and ROI can be low. Managing long-tail keywords requires establishing better lines of communication between your business and the customers who are already out there, actively shopping for what you provide. Long-tail keywords may pull in less traffic, but the return on investment will be proportionally much higher: you’ll be attracting exactly the audience you’re looking for, and that audience will be far closer to point-of-purchase than that of your less-savvy competitors.
Unlike the fiercely competitive field of core keywords, it’s hard to precisely identify the right long-tail keywords to focus on for your SEO campaigns. Begin with Google’s Keyword Planner. Google’s Suggest and Related Keywords offer some insights into the most-used long-tail keywords in search.