How search engines can help you write better copy
The goal of good copy is to get site visitors to take action. Along the way, you may entertain and educate, but those are not ends in themselves. The goal is to lead customers to take action.
Concepts are the key to creatively writing content. As you prepare the content, think of the topics you want to cover within the page or article. Use concepts to
- Free up your text from the constraints of keywords
- Write in natural language addressing the concept of the page or article
- Create a cluster of words that lead the reader and search engines to clearly understand what you say
Concepts help create relevant and meaningful content for websites. With algorithms for co-occurrence and phrase-based indexing, search finds the related words within each concept. As you build your text, the relevance, relationship, and context of your words work together to build a cluster of words that are recognized by search as related.
Peter Hatherley, the creator of CISE (Conceptual Intelligence Search Engine), calls them Key Concepts. They work with probabilistic topic models which discover the latent semantic structures within a text body. These topic models help to organize and understand large collections of text bodies. They help understand the overall concept and concepts inside your text.
Author and educator David Amerland explains the relationships in terms of data points.
When we mention "Big Data" 90% of the times people think "analytics" but Big Data has to do with relationships, or more precisely the uncovering of data point value fluctuations due to changing relational connections. This makes Big Data a tool that can be used proactively to make predictions and in real-time to change the client/service provider relationship by providing more information to the former and a more meaningful idea of what customers want for the latter.
When it comes to visualizing it, think of Big Data as a sea. No ripple in it leaves anyone unaffected. The magnitude of the ripple is in direct proportion to the power/impact of its source and the proximity of the observer. That means that everything is connected and there is a direct relationship amongst each and all of us which is not always apparent, until it is recognized. As Bruce Lee would have said had he known about Big Data "Read the ripples my friend" :)
Talk to Your Visitor
The technicalities the underly Key Concepts explain the principles. When creating text for website visitors the key is to write as though you were talking to your visitor face-to-face. On each page of a website you are entering a dialogue with your site visitor.
The “technicalities” may have brought them to the page, but the dialogue you enter by answering a question about a product or service in natural language. Language your site visitor and potential customer understands.
Web writer Teodora Petkova believes that dialogue is the key to engaging your potential customers. She feels that dialogue is more important than keyword research. Hear her comments in the video below.
Text As Answers
[fusion_builder_container hundred_percent="yes" overflow="visible"][fusion_builder_row][fusion_builder_column type="1_1" background_position="left top" background_color="" border_size="" border_color="" border_style="solid" spacing="yes" background_image="" background_repeat="no-repeat" padding="" margin_top="0px" margin_bottom="0px" class="" id="" animation_type="" animation_speed="0.3" animation_direction="left" hide_on_mobile="no" center_content="no" min_height="none"][clickToTweet tweet="Think of each page as a landing page because it may be the first place your site visitor lands. " quote="Think of each page as a landing page because it may be the first place your site visitor lands. " theme="style5"]Write your content as though you are answering the question that brought that visitor to that specific page.
You are now in conversation (dialogue) with your site visitor. Introduce your product or service on a web page. Go deeper in a blog post that expands a core idea.
Conceptual creativity allows you to speak in your voice as if the visitor had walked into your office or store. Your text is concise and easy to understand.
Recently I was part of a panel discussing Key Concepts as presented by Peter Hatherley, the creator of CISE.
Notes from the presentation:
Key concepts are digital and conceptual
different from logical thinking
abstract idea or viewpoint
structure or construct
millions of conclusions
long term memory bring to table our concepts
auto trigger creative trains of thought
Concepts & keywords
keywords were important
keywords evolved into concepts
concepts involved into deep learning e.g. rankbrain
we teach google to learn the relationships
conceptualized by your own thinking
invite, incubate then inspire invoke intentionally
sculpt new ideas and write them down
CISE the simplest possible concept - more accessible, broader audience
look for concepts not keywords
time to make something simple
simplify concepts individually
organise in natural flow
Conceptual Memory Activation
merge abstract with concrete facts
creates a unique matter in mind
chemicals that enhance longterm memory are enhanced in the brain
be unique at all costs
google is looking for unique content
describe semantic entities creatively
use wordplay & multi-dimensional context
words that surround builds context to build concept
make easier with phrase-based indexing
focus on providing deeper core relevance
Metaphors & Storyline
encapsulate ideas into metaphors
storylines invoke emotions and imagination
expresses complex ideas more simply - the beauty of metaphors
CI and AI
CI harder to mimic
not NLP or NLU natural language programming / understanding
AI is still learning how concepts work
CI conceptual map of core relevance
simulates Conceptual Intelligence
hierarchy of core concepts on any topic
filters out unnecessary noise from big data
Topicals models & SEO
structured schematic framework
create information silos that engage
CISE extends on-page topical relevance
isolates and fills any conceptual gaps
how does CISE help
leading entities without in-depth research
provides comprehensive scope for further analysis
inspires concise easy to understand content
the simple words not buzz or big
interactive mind map of leading key concepts
contextual clusters filtered from big data
topical model that extends your schema
masterset of ideas that activates your own CI
linguistics connected with algorithm
semantic fusion - create ideas
In a recent Google+ post, Bill Slawski talks about the promise of topic models.
The ability to capture the association of documents with real-world entities or concepts holds great promise over traditional keyword-based approaches (cf. Google’s “knowledge graph”, which enhances search results by linking documents to entities1 ). In a similar vein, we argue that it is also highly desirable to build topic models that can capture the complex patterns involving the entities associated with documents. Almost any document is associated with some set of real-worlds entities. Bill Slawski, Go Fish Digital