As the web keeps evolving, and search engines and their algorithms follow suit, traditional SEO content writing practices will have to redevelop into advanced forms.
This means you will need to learn smarter strategies that bring better organic traffic for SEO content writing.
Keyword research and keyword planning tools were once the kings of SEO content writing. The steps were easy: choose a topic, research the right keywords for your theme and then embellish your article with enough reiteration of your keywords to make Google notice you.
This wouldn’t be the wisest way to optimize your blog posts anymore. Firstly, there are millions of web pages competing for that valuable keyword that you have chosen. Also, Google is changing the way it works.
Google’s search algorithm is increasingly becoming user-focused and keen in assessing the intent and context of the keywords in a searcher’s query. As it crawls through the increasing bulk of web pages, it is getting smarter in identifying and bringing the most relevant and refined search results to the user.
This article will show you how to improve your SEO content writing strategies by understanding how Google interprets a search query. This is important so you can better optimize your content to meet its user-focused algorithms.
How Google Interprets a Search Query
For every search query, there is a question being asked, a precise information being demanded and Google’s aim is to bring the right answer to its user.
To do that, the search engine must understand exactly what is being asked, by analyzing the meaning behind each keyword in the search input.
Words are potent with multiple implications, a search phrase could have numerous intent.
Here is an example:
Google results for a search query on “how to improve SEO writing” includes articles that give quick tips, professional secrets, techniques and how-to guides.
The search phrase “how-to-improve” tells the search engine that the searcher wants information on better ways to write SEO copies, so it presents instructional information on SEO writing.
Google’s search results also intend to bring the best answer to a query, by assessing the content value of a webpage.
Content value means the relevance, resourcefulness, and width of coverage of an article to create an overall user experience on the topic.
A google search for “SEO” is not likely to bring up an article just because it’s super-stuffed hundred times with the word SEO. Instead, it’ll find an article containing a definition of SEO and related terms like back-links, search engine, keyword research and SEO tips and guides a far more relevant result.
This is because the likely intent attached to the query term “SEO” is to find general, basic information on search engine optimization.
Using context, of location, search history, and settings, Google determines how to tailor search results to the searcher.
For example, a search query for a product term like ‘shoes’ is likely to display results of shoe stores around your location or online shoe stores.
This is because an unambiguous reason to search for a product is the intent to buy or at least compare product prices or view product catalogs.
Understanding Google’s user-focused design emphasizes why your SEO writing must not rely on a strict adherence to keyword tools, but be complemented by a user-centric research.
How to do User-Focused Keyword Research
Simply, a user-focused keyword research starts with understanding your target audience. This is where a clearly defined customer persona will is inevitable.
UNDERSTAND YOUR AUDIENCE
My recommendation for your creating your customer persona is that it includes likely places where your target customer visits online, search for information or enter discussions.
For example, you can search Quora or LinkedIn for previous questions and discussions on the topic you are about to write. The previous questions will help you know how to approach your topic in a relevant way and is also a good source for more content ideas.
This is very useful in understanding the information need and the knowledge gap of your target audience on a particular topic.
These type of research gives insight into how your audience will search for the information that you have published, and what extra value to add to your SEO content to make it more relevant than articles that already exist.
Google suggestions are very resourceful, they show search trends and related keywords that your audience is looking for.
These insights help you understand related topics your audience may be interested in, around your subject.
I would recommend that you use these suggestions as a guide to the scope of your topic so that your article will be richly relevant, covering many queries on the subject at once.
Google also shows popular questions people ask, terms they use in searching for them and particular areas of interest on your chosen topic.
I suggest that you study the ranking articles that Google has matched with these questions.
This will reveal a pattern to which Google interprets the intent of the searcher and matches it with the best result.
This is also an opportunity for you to write an article that can better answer that question and bring more relevant information than the one currently displayed.
Google also suggests related topics that are trending on that particular topic and various context in which people are asking this questions.
Neil Patel explains how relevant he finds this information in writing SEO articles. His tactic is to write an article that will outline each of these queries in a single new post, using direct keywords from these suggestions.
His strategy proves that a good SEO content is one that has identified the need and interest of its audience and doesn’t fall shy of providing relevant and authoritative information.
This is because Google also strives to understand the searcher’s interest and intent and find information that provides relevant authoritative information.
Keyword research using keyword planning tools is what everybody else is doing.
Google doesn’t care how many hours you spent trying to find the right keyword for your article.
Google just wants answers.
Because the whole world is asking Google questions.
Can you provide the best answer for the right question that searchers are asking Google? – this is the new definition for good SEO content writing.
Improve your SEO content writing by adopting the strategy of (SIO) Searcher’s Intent Optimisation.
As the relevant and needed content on your site begins to grow, through consistency, you will be building reputation and authority for your site.
Dinner is served.