Use the Power of Your Words
Search Connects Customers to Your Words
Google is advancing machine learning techniques in search to help people find exact answers to their queries. There’s BERT, answer passages, and now, a new patent for text spans with word vectors. These developments are good news for small business owners.
While SEO practitioners delve into the technical aspects of these machine learning algorithms, you just need to be smart about connecting with your customers. Search engines will do the heavy lifting of getting the right people to your content.
When the words you write match a specific question (query), your answer is retrieved. This means search engines look for specifics.
Your Words Connect Customers with Your Business
In order to connect with customers, your words need to combine specific answers for search engines plus benefits and emotional connection for customers.
This combination makes writing content for your small business a powerful tool to educate and convert customers.
Don’t overthink your content. Explain what you offer and connect the benefits with emotions. Wait, you ask. Isn’t that the same marketing combination we’ve used for decades? The answer is yes.
But now, you can write content directly from your heart. You know the ways your product or service meets customer needs. Writing in natural language with clear, detailed statements is the answer.
Walk your website visitor through their pain point. Detail the features and stress the benefits of your business solution. Ask them to take action.
You can’t go wrong by writing as though you were speaking to somebody face to face.
Structure Is Still Important
Since the new algorithms do not need headings because they look at the relationship of words, that doesn‘t mean you should give up structure. You are still speaking to the human who visits your page.
Structure, like short paragraphs and headings, helps your visitor understand if this is the right content for them. And structure makes it more likely they will read the entire article rather than just the answer that brought them to the page.
You’re Free to Write Content That Connects
Base your content on questions that real people ask about your business. Each question provides a content topic. Don’t try to cram in everything about your business. Make each piece of content specific to a topic. Provide details that help search engines find your answer. Then stress how the benefits provide a solution.
Choose words that are specific as you clarify your answer. Our widget is the best is not specific. Aim for solutions:
The AAA drone goes from 0 to 60 in 5 seconds.
We know real estate transaction paperwork can be baffling and overwhelming. We’ll walk you through each page and tell you why it’s relevant to your purchase.
We’ll provide every security detail for your stay in Villa Suprȇme, from 24-hour security cameras to bodyguards. Just ask.
When you supply the details, search engines detect the answers and deliver them to the right people. This is the power of choosing words that connect.
Brett Jordan on Unsplash
