AI Is Looking at Your Content Details
Why Details Matter in Content
Content details are data. Each word in your content is a data point. And the related concepts are connected data points.
While answering questions and connecting with customers are the end goal of content, data rich content helps search engines guide those customers to the information on your page. Search engines use artificial intelligence (AI) and machine learning to understand meaning in your content.
Details matter because they specify the information on your page. Artificial intelligence finds the details. Machine learning works to learn the connection between and among data points.
The specifics in your content and the relationship among those specifics are key to providing useful answers for search engines looking to provide an answer to a query.
What is Artificial Intelligence and Machine Learning?
Artificial intelligence (AI) comprises computer systems that perform tasks that mimic human intelligence. In search AI performs tasks of visual perception, speech recognition, and decision-making.
A part of artificial intelligence is machine learning. For example, the machine (computer) discovers two data points that are related. The learning allows the machine to recognize the same relationship in other places.
These functions relate to your content for discoverability because they lead visitors to your content. When a user searches for an answer (query) artificial intelligence provides relevant answers.
Two processes bring the user who made the query to your content:
Understand what users search for when they type or speak a query
Deliver what users search for in the query
The details in your content are the data points searched to retrieve the relevant answer.
A Data Mindset for Content Writers
Search engines look at data visible to users like text, images, and video and elements visible only to search engines (HTML tags, structured data).
The ultimate goal of your content is to speak to a site visitor. From writing content to reaching the right user is a process. Take the steps to create content that serves your business.
Set Your Topic
Each piece of content, each page on your website serves a function. Start by setting a goal for that content. Who will it reach? What action do you want a visitor to take? Each piece of content and each web page has one goal. That goal is the focus of your writing.
Know Your Reader
Although you want as many visitors as possible, each one is an individual. Write your content for that one individual, the one who wants to know about your topic. That reader asked a question and search sent them to your content as the answer.
Outline The Way
Search algorithms learn by example. The more data you give, the more accurate the results. Outline your content so it is rich in details, the data points search finds to present an answer to the query. Organize your thoughts into a cohesive message filled with details to answer the query.
Write The Content
Once your organize your thoughts, write using details. Fill your content with specifics that illustrate the focus topic of the content. The more specific you are, the more data points to connect. Make sure you use specific topic clusters (keywords and long-tailed phrases) that connect the dots for your reader and search engines.
Add The Invisible Data
Break up the text with subheads (HTML tags) that work as signposts for both readers and search indicating the topic of each section of content. The title tag tells search that all the subheads relate to your one topic.
Add structured data. You’ll give a significant boost to search results by adding these hidden signposts to your content. If you are unfamiliar with JSON-LD or HTML, use a service like WordLift to add the correct markings.
Specifics Add Power
While you write in a language that speaks to and engages your target audience, details create the substance. Without substance search will overlook your clever writing and readers won’t find answers to their questions.
Details are the power units that enrich your written content. Each detail is a data point that helps search drive readers to your page.
