Writing for the online became a marketing specialty several years ago as Google was first asserting its dominance over other search engines. Observers who closely followed the corporate began to piece together the algorithm riddle. Many folks who were training to write down for the online found Google was the drive to perfecting the search function.
Then everyone began obsessing about keywords. And in some ways, keywords destroyed writing. SEO became an outright preoccupation, doing writing and communicating complex for both communicators and targeted audiences. Together who frequently searched with Google and struggled to write down content that met its standards, I could see the frustration on each side. In my opinion, the keyword frenzy significantly contributed to the increase in black-hat SEO and other nefarious marketing practices.
It’s All Gone Back to Good Solid Content
Since Hummingbird’s release in August 2013, writing online has become enjoyable again. Hummingbird freed writers from inserting awkward phrases into content like “Denver area divorce attorney” or “Washington D.C. cafe .” return and be natural, Hummingbird told us.
Regular updates within the sort of Panda, Penguin, and Pigeon (someone at Google really likes birds that start with the letter “P”) swooped in on bad guys like link farmers and faux gateways. Although SEO bloggers made a massive deal about every update, what Google did was reassuring us about the way to write. In many cases, it had been a matter of adjusting “forced” content to form it natural and easier to read.
Above all, Google wants content that meets what’s laid out in the search. They insist they need to offer searchers what they’re trying to find. Consequently, search has become entirely personalized for Google users, many of whom might not be completely conscious of what proportion Google knows about them but who are becoming what they need quickly and accurately. (That’s the worth we buy, demanding lightning-fast search results.) Most content search has become very local and targeted also. It’s almost like consumers are picturing precisely what they need to ascertain, telling Google with keyword strings, and getting more satisfying results.
So how does a marketer write to satisfy diverse search queries? Also, as s/he can, and with the maximum amount of authority and clarity as possible. This suggests lecture the critical experts behind the scenes, like salespeople and developers, to maximize understanding of what customers want and what products deliver. Involve them with reviewing content before it’s published, invite feedback, and take every opportunity to find out more about new products and services. Everyone must interact in order that writers can write more accurately.
Content Should Naturally Reflect SEO Priorities
This isn’t to mention there’s no place for keywords or SEO in our content. Both are essential, but they ought to guide, not direct, the content. What’s important is getting out the message that we (the business) have the products or services you (the customer) are trying to find.
Moz founder Rand Fishkin recently spoke with the Content Marketing Institute about his concern that quantity, instead of quality, has appropriated many marketers’ priorities when it involves content marketing and development.
While there is no question that fresh content is excellent for businesses hoping to urge more results from the search, they still got to believe SEO as they write. Invest in keyword research, Fishkin says. “[Use] a couple of terms and phrases intelligently within the title, headline, and content to draw in search engines.” I might add that keywords are often easily incorporated into subheadings also.
Fishkin also observed that a lot of companies are counting on blogging an excessive amount, hoping for a viral hit instead of creating a more holistic marketing strategy. This, plus the propensity to rely an excessive amount on standard measurements, could also be creating more work and stress than necessary. Social media, which isn’t as active in actual conversion, could also be more beneficial than ROI measurements indicate. They’re very likely contributing to overall site traffic and inspiring return visitors more often than they get credit for.
That last factor has actually become more prominent in recent months as more marketers discuss the impact of impressions. Simply because someone doesn’t click on a link doesn’t suggest that it hasn’t been noticed and noted. Facebook and LinkedIn both measure impressions and highlight them for paid advertising and features.