How Online Connection Works in Content
Focus on The One Person Who Reads Your Content
Search engine algorithms keep evolving. The evolution is the perfect opportunity to create content that answers customer questions.
When you create content think of one person and talk in natural language as if you were face to face with that person.
This strategy works for search engines because the algorithms read natural language, the language you use when you are speaking. Keywords have diminished in importance.
Now emphasize making your content as precise as possible with clear statements, bulleted lists, and emphasizing benefits.
Questions Are The Answer
Creating content in today’s search environment requries a strategy of knowing questions potential customers have, knowing their needs, and answering those questions with clear information.
The reason for this strategy is Google’s new algorithm Bidirectional Encoder Representations from Transformers (BERT). BERT looks at all the words in queries to find search results that are specific to that unique query. That means BERT understand all the words in the query.
Marketing advisor Neil Patel gave an excellent example of the difference using parking on a hill with no curb.
The ability of BERT to make verbal distinctions means your content can be very specific, targeting a certain situation as opposed to its opposite.
You are now able to target very specific questions people ask about your product or service. The more detailed your answer is, the more likely your business while display in search results because you provide the specific answer.
In order to use the new search features to your advantage, you need to know the questions people ask about your product or service. Knowing these questions gives you insight into the problems people have and what their needs are.
With this specific information about queries, each piece of content your create can not only answer the question but inform the reader about the unique benefits of your product or service.
Gather the Questions
Instead of looking for competitor keywords and attempting to outdo your competitor, you can now provide the exact information that answers the questions people ask.
Your research consists of gathering pertinent questions to create a list of content articles to create to answer those questions.
Research sources for questions include:
Questions prospects and customers ask your business
Search Google Trends for important search phrases
Use Answer The Public to discover real phrases people use online
You don’t need to guess what content will serve prospective customers. You have information that allows you to create on-target content that answers specific questions.
This new update adds value for the user because the search results displayed are more specific. The value for your business is the potential to provide specific information that answers questions and also describes the specific benefits your business provides.
Specifics are Key for Your Website
The strategy works no matter what your business. From retail websites like diamond jewelry to LED vehicle lights for first responders to services like business consulting for solopreneurs or home inspectors your business is able to supply specific information targeted to their search.
As you employ this strategy review your current content to align it with queries about your product or service. Rewrite pages with “fluff” to focus on specifics about your product or service.
For example, if you are a family-owned service business, let prospective customers know about you. Go beyond saying we are a family-owned business serving the greater metropolitan area for 25 years.
Introduce yourself, say your name, state why and how you began your business and provide a full face photo of yourself. You’ll help people know you before you meet. The power of knowing you helps build trust and asserts your authority in your business. These specifics build your credibility.
There are three types of queries people usually make when performing a search:
Informational - how your product works and what it does for a user
Navigational - where your business is located
Transactional - how to complete a purchase and the cost involved
Make sure your website provides answers for all of these query areas.
Use Informative Details to Boost Your Search Results
This strategy may result in fewer visitors to your website from organic search, but the benefit is that the visitors who do arrive at your website are more likely to be customers who need your product or service. Because you provide specific answers to search queries your visitors are already targeted.
By providing specific answers you increase your visibility to just the right prospects. Your details answer their question and advance your business credibility. You will make a connection with your reader.
