Are you forward thinking in your approach to research marketing?
When was the last time you updated your content strategy?
With Google’s ever-changing algorithm, your SEO tactics must continue to evolve.
It’s common knowledge that search engines reward websites that post quality content – consistently.
Gone are the days when companies could rank on Google simply by pumping out generic, keyword-stuffed material.
Now, the key to ranking higher is to create content that offers maximum value to searchers.
On October 6th, I moderated a webinar with Carlos Meza, President and CEO of Crowd Content.
Meza explained how to optimize your content for user intent and relevance using a meaningful content structure.
Here is a summary of the webinar. To access the entire presentation, Complete the application.
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- Use human-centered content first. Focus on the user and how you can help them. Make sure that your content leaves them as junk food.
- Topic groups answer not just one question but all the questions a researcher might have.
- Leverage subject matter experts (SMEs) to increase your expertise, credibility, and trustworthiness (EAT), gain a competitive edge, and upgrade your content.
Content creation: what has changed over the years
The 2022 program focused on content quality, with 6 out of 7 updates targeting content.
Today, some content methods are no longer applicable.
Search engines are getting better at understanding content just as humans are; is now:
- Puts context into queries and sentences.
- Keyword stuffing is penalized.
- Analyze the overall meaning of the query.
- Searches the meaning/scope of entire paragraphs.
- It takes advantage of NLP and artificial intelligence to predict what information people will want.
[What’s NLP?] Instant access to the webinar →
In light of these updates, what should you do?
What to do now: Write for people
Unfortunately, over time we have become very technical in SEO and have forgotten that the content we produce is supposed to serve a purpose for humans.
Writing for people means producing quality content. Here’s how.
Quality content: 3 factors to consider
When you want to start writing quality content, there are three factors to look at.
Factor #1: Empathy, Content First People
Ask yourself, How would you feel if you were in the reader’s shoes?
Humans respond to narratives, stories, brands and information – and so do search engine algorithms!
So make sure of the following:
- Start with the intent – “why”.
- Focus on “who”.
- Personalize the content.
- tell stories.
- Make it readable and easy to use.
[Check out Google’s guidance] Instant access to the webinar →
By writing people-centered content first, you’ll stay consistent with Google’s narrative that great content is the best way to protect yourself from updates.
Factor #2: The topic of aggregation
Topic groups are resources that answer all questions about a topic.
When you think of grouping topics, you can think of it like what you’d get on a dinner plate.
[Learn what we mean] Instant access to the webinar →
Focus on topics, not keywords
Now, this does not mean that keywords no longer work. It just means that the keywords must be within the topic group.
Theme sets are great for:
- Future-proof SEO.
- Expand your search engine optimization strategy based on topics.
- internal linking.
- Attract backlinks.
- Increase web engagement.
- Increase conversion.
[Find out where to start with clusters] Instant access to the webinar →
Factor #3: Subject Matter Experts (SMEs)
A subject matter expert has highly specialized knowledge of a particular industry or field.
Having an SME on your content has advantages; They can:
- Improve EAT score (a must have for YMYL content).
- It gives you a competitive advantage.
- Building confidence.
- Make the content unique.
- Provide more organic opportunities for backlinks.
[Discover the recipe to producing great E-A-T content with an SME] Instant access to the webinar →
A note about artificial intelligence (AI)
Is artificial intelligence good or bad for content? It depends on how you use it.
For example, AI is a tool to help writers be more productive, overcome writer’s block, and create an outline.
However, AI will not replace 100% of what a writer can do.
Therefore, it is best to proceed with caution when using AI for content creation.
Ensure that your content strategies stay current by applying all of the principles discussed in this article Webinar on demand.
You will find that adapting to rapidly changing SEO standards will be easier, and you will be able to animate more of your online presence.
New SEO Strategies: 3 Steps to Mastering SEO Content Creation [Webinar]
Here is the presentation:
Join us for our next educational webinar!
How to speed up your keyword research with powerful topic combinations
Join us and Dave Snyder, CEO and Founder at CopyPress as he talks about how this method can help you rank higher.
Reserve my seat
Image credits:
Featured Image: Paolo Bobetta/Search Engine Magazine
