If you want to be discovered, you need to change tack when producing content
Gone are the days when a blog is underpinned by a keyword and follows SEO best practice with the layout, links etc. comes up high in the rankings.
The algorithm change is linked to intent. So this means that marketers all over the world need to switch mindset from trying to target “millennials that have brought a house and earn £25000” to gaining an understanding of what their audience intend to find and engage with right there and then.
This update links to mobile and voice search, and as mobile-first came into play in 2017, it doesn’t surprise us that every other aspect of SEO needs to evolve to keep up with the way consumers search and how Google chooses to sort and deliver results.
That said, this blog is about content, and how to produce content that helps your business be “discovered” with the updated algorithm in play. So here are our tips:
KEYWORD RESEARCH IS NOT DEAD
Whilst you don’t have to be so prescriptive in using keywords there is still a place for this discipline, and that is to research what people are searching for.
While working with your chosen software, interrogating longer search terms can add time to the process, but it will almost certainly give you a deeper insight into what people are looking for. The key is, once you have a list of questions, queries and keywords, to step back and think “if someone searched these, what are they intending to find?”.
Now, you might at this stage already be writing the blog in your head. But first, ask yourself:
- Would that person expect to find it from you?
- Are you the right person/business to write this content?
- Is it going to serve you well in the long run?
We all want more website traffic, but we want relevant traffic that will engage and better still buy from us.
“Intent” does mean this research phase will take longer than before. So our tip here is to know what the goal of your content is and refer back to that to help you keep focus.
POOR CONTENT WON’T CUT IT
Thankfully, people that have been writing authentically, even without much SEO knowledge, will be boosted by this change. Those that will need to do a lot of work are businesses that have been churning out content trying to play the “Google game” without thinking of the consequences.
Those businesses will need to review all their content, improve articles that would serve them well and delete those that won’t. Quality over quantity is undoubtedly the name of this game.
Poor content is content that is:
- Poorly written – poor grammar and spelling, with little consideration for user experience.
- Stuffed with keywords
- Either too long or too short
- Not relevant to the website it sits on
- Is overly plagiarised (it’s one thing to quote a stat or a phrase, quite another to copy paragraphs of text to bulk out an article)
- Has no images, no headers and does not follow on-site SEO best practice
As we mentioned above, writing authentically will now get you discovered. Whether you are an expert, influencer, educator or another, writing what is naturally expected from you will get your content found by your audience.
Now, this doesn’t mean you can waffle on with over-complicated sentences and words. There are still some best practices that need to be followed. However, it does mean that you can write about your topic or industry with a more natural flow.
Bring wrapped in Red tape doesn’t mean you have to be boring with your marketing. Click to read three examples of industries that have a lot of compliance who are nailing creativity.
In previous weeks we have looked at ways to scale up and adapt quickly, and how businesses are becoming more value-driven in its messaging. This week we are going to take a look at the beautiful world of collaboration and communities.
Modernising your marketing and embracing the new ‘normal’. From embracing technology, showing new trends and expectations as well as how to making your business stand out for the right reasons.