Want to be discovered? You need to change tack when producing content.

Branding & Design

Portfolio

If you want to be discovered, you need to change tack when producing content

Author

Author

Natalie Weaving

Last year saw a considerable change in Google’s algorithm which, in turn has changed the content marketing game.

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.

GAME CHANGER

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.

 

CONTACT US TODAY

Are you still confused about intent and discovery? Why not book a consultation to discuss what this means with Natalie.

RECENT BLOGS

META DESCRIPTIONS & SEO TITLES

INTERNAL LINKS PLAY AN ESSENTIAL ROLE ON A WEBSITE.

WHAT ARE BACKLINKS & HOW TO GET THEM

WHY OPTIMISING IMAGES ON YOUR WEBSITE IS ESSENTIAL

OUR WORK

GDPR in practice: what happens now?

GDPR in practice: what happens now?

GDPR in practice: what happens now? It felt like that GDPR deadline was looming for months. In the week leading up to the 25 May deadline, almost all of us will have had our inboxes full of emails asking us to opt in to the various marketing lists we have joined over...

Pin It on Pinterest