Article

Vishal Vivek
Vishal Vivek 6 November 2019

How to Adapt Your Content Strategy to the Future of Google

Do not forget about long-form content. Use articles that are more than 1,000 words to cater to your passionate followers and loyalists. Given how Google’s recent algorithms assign greater value to longer-form content, creating such content helps you achieve a higher rank in the search results.

The rapid growth of digital marketing means more and more brands are attempting to engage consumers with online content. And it makes sense, considering the different long-term advantages and lower upfront costs associated with digital content marketing.

Content marketing has now become a leading digital marketing strategy. More than 90 percent of B2B and almost 90 percent of B2C marketers rely on content in every marketing campaign. This also explains the unprecedented growth of expert content writing services across the world. 

Google keeps coming up with regular updates and changes that compel digital marketers to devise new, innovative ways for continued search engine visibility. The first Google algorithm update of 2019 – the March Core Quality Update - led to a major upheaval in worldwide search results. The update affected ‘Your Money or Your Life’ (YMYL) websites, covering topics related to money and health, such as financial information, safety information, shopping information, medical information and legal information.

The recent September 2019 Update, on the other hand, put a spotlight on the quality of backlinks rather than the quantity. As a result, it is necessary to keep these emerging trends in mind when planning your content strategy and adapt accordingly.

Make the Most of Micro-Moments for a Bulletproof Content Strategy

Modern consumers quickly look up answers to immediate questions. Google groups these “micro-moments” into:

google-micro-moments.pngDevelop content that utilizes these micro-moments. First, create content that answers consumer questions. Think audio content during flash briefings, FAQ pages, and Facebook and Instagram stories. Make the content available in the most efficient format and deliver it in their moment of need.

For example, don’t waste time piecing together a five-minute video that explains different payment methods accepted by your business; post this information on the FAQ page of your site.

Rely on micro-moments to get straight to the point and provide your audience with the specific content they are searching for, so they can engage with your brand on a deeper level. Cut down on the time taken to explain answers and move forward in their customer journey.

Use Topic Clusters for Internal Linking

Do not forget about long-form content. Use articles that are more than 1,000 words to cater to your passionate followers and loyalists. Given how Google’s recent algorithms assign greater value to longer-form content, creating such content helps you achieve a higher rank in the search results.

Also, pay attention to topic clusters – multiple long-form, high-quality content pieces focused on a single topic. Create content clusters to prove to Google you’re not trying to game the system by developing a few keyword-stuffed content blocks. Instead, you are dedicated to providing consumers with valuable information on the topic at hand.

For every broad topic covered by your brand, create single, standalone content pieces that cover various subtopics under the primary “umbrella” topic. Then create more comprehensive “cluster content” for each subtopic, linking these pieces to the central content. Take a look at the image below:

workout-routines.png

The key topic here is “Workout Routines”. Further pieces like “workout routines to lose fat”, “workout routines to get abs”, etc. help cover every aspect of the topic instead of creating a single solid content piece.

Use topic clusters to establish yourself as a go-to industry resource, and capture the attention of your audience and Google algorithms. Also, create an ongoing strategy for promoting your clusters. Revamp category pages to transform them into clusters. Market these pages to promote individual articles and assets linked to your subcategory pages.

Enable your content and SEO teams to work together and start promoting these pages on social media as soon as they have finished working on them. Use tools like ContentCal to circulate these articles and promote them through your social media channels for better organic visibility.

Pay Attention to User Intent

SEO elevates your website's position on SERPs and this helps attract more visitors to your website. But convincing people to actually buy your products, subscribe to newsletters, and return to your site later – all this depends on something called “search intent” or “user intent”.

why-consumer-intent-infographic.png

See the statistics mentioned above. Ask yourself - Does my content resolve the queries of these target demographics? If not, it’s time you focus your content strategy on search intent.

Search intent considers the reason why users conduct a specific search in the first place. Google has become adept at determining search intent over the years. The search engine now assigns a higher rank to pages that not only fit the search term but the search intent of a particular search query. So, make your content fit your audience’s search intent.

Profile your visitors based on user intent to achieve greater user satisfaction and higher rankings by giving customers what they want. Develop your content around three categories of user queries – transactional, navigational, and informational.

Transactional Queries

Executed by users who’ve done their homework and wish to purchase a product, transactional queries hold the greatest value. Watch out for terms like “pricing”, “requirements”, “comparison” and “integration”.

Navigational Queries

Users execute navigational queries to know where to go for fulfilling a need. They generally search for a URL or a physical location, including generic product names, brand names, “location” and “address”.

Informational Queries

Informational queries are meant for user research rather than purchasing something. These normally include terms such as “how does”, “when is”, “what is”, etc.

Create content that responds directly to all three types of queries for more conversions and clicks. If necessary, use SEO tools like Text Optimizer to reverse-engineer Google’s idea of search intent for search query.

Informational-Queries.png

Check out this screenshot from Text Optimizer. This SEO tool grabs search results from your webpage and applies semantic analysis to extract intent tables. Use the generated list of concepts and terms to optimize your content for Google as well as users’ expectations.

Also, consider search intent when evaluating if you are successfully meeting visitor expectations and giving them what they came for. Set up an event-monitoring tool like Finteza to compare performance across various landing pages.

Prepare for Natural Language Search

According to comScore, 50 percent of all searches will be voice-based by 2020. The younger generation – think future customers – have warmed up to the idea of voice search, and they are speaking more and more to voice-activated assistants, such as Google Assistant, Siri, and Alexa. 

However, remember how we speak differs from how we type. So, adapt your content to natural language search. Do not focus on keywords; instead, answer questions just like human beings. So, write “What are the best digital marketing tools for the hotel industry?” instead of “best hotel digital marketing tools”.

Make it a point to:

  • Construct full-sentence QnAs in your content; do not break up into many sentences. 
  • Add long, specific phrases to headers and titles.
  • Optimize natural language content for local “Near Me” searches.
  • Ensure your site is mobile-friendly since most voice searches come from mobiles.
  • Target longer, naturally phrased target keywords for a conversational tone.
  • Use rich snippets, Google Sitelinks to help Google find the correct answers for its knowledge graph.

Combine these to get your content to the top of the search results. Get more traffic to your site and increase brand visibility.

Optimize Topics, Not Keywords

Keyword optimization makes a page rank for separate keywords. Topic optimization, on the other hand, makes a page rank for certain keywords, including the primary keyword and its close related terms and synonyms.

Use topic optimization for diverse rankings and satisfying a changing future in content, as Google moves further away from keywords and closer to user intent. Perform a good job on in-depth topics, and you will automatically end up touching numerous ideas that are connected. Be sure to optimize the page properly, indicating both depth and breadth to Google and allow your site to rank higher for a larger range of keywords.

Use techniques that grant topical authority. The easiest method involves taking the piece of content that ranks highest for a specific topic and modifying it to be even better. Also, exploit areas where the competition has barely scratched the surface. Take a deep diver with your own content by adding statistics, examples, step-by-step instructions, and figures. However, do not make the mistake of keyword stuffing.

Remember, the goal is not to write the longest, most in-depth piece of content. Rather, your focus should be on answering pertinent questions through useful content.

A good place to start is:

  • Creating a visual timeline
  • Creating a full glossary
  • Compiling the best possible FAQ/knowledge base on a specific topic

Use grouping tools like Serpstat to identify subjects behind keywords and optimize the entire group of keywords. Google search results are used to group keywords based on relevance.  Optimize each group instead of focusing on the individual keywords.

Concluding Remarks

Trends come, trends go – that’s the way Google works. But that does not mean you should resort to run-of-the-mill web content writing techniques. Instead, figure out what seems like a viable trend and adapt your content to meet the needs of customers. 

Be strategic when achieving broader objectives through your high quality content and make it difficult for Google to ignore your content. If necessary, hire experienced content writing services to get the job done and develop a content strategy that can withstand the test of time…or, at least, the next couple of years.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
10 Digital Marketing Trends for 2019 you Should Know

10 Digital Marketing Trends for 2019 you Should Know

As digital trends evolve every year, marketers should always be aware of the changes in order to easily adapt with emerging technologies and stay ahead in the market. This will help them gain a competitive edge and...

Georges Fallah
Georges Fallah 27 December 2018
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
What Marketing Content Do Different Age Groups like to Consume?

What Marketing Content Do Different Age Groups like to Consume?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

Lisa Curry
Lisa Curry 21 October 2016
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more