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Every time whenever Google comes up with new algorithm updates, it forces marketers to revamp their marketing strategy. Most of the new updates push the top keyword to the bottom of the search engine results making all your efforts futile. It shows that you have to optimize the website content as per the fast- changing updates and be one step ahead in your strategy for matching up with Google.
This is the most common question which comes to a marketers’ mind whenever Google does the algorithm updates. In recent years, we have seen many social and technological changes, and there are high chances Google will soon become a screenless search engine. Voice and visual search are gradually becoming popular among the users, which means the search style is changing, thus paving the path for a new usage mode. As per the report by Northstar Research, 55% of U.S. teens, and 41% of U.S. adults are using voice search.
The fast changing technology is even compelling marketers for coming up with new techniques to optimize the website content, and in process mitigating the negative effects of Google updates on the website page ranking.
Some of the effective tactics which can help the marketers in the long-run are:
OPTIMIZATION is the one thing that is looked for, while making your content reach a broader audience, but most of the marketers execute the tactic in optimizing the keyword than optimizing the topic. Topic optimization helps in improving the page rank for the main keyword and its synonym keyword, giving a single-shot in achieving the desired results.
Your website will need different pages for each of the topics the site covers, so it becomes essential for identifying the main topics to be included in the site. A content audit of the existing content will help in tagging and categorizing the content accordingly.
If you are unable to structure the content as per tags and categories, then it’s better to implement the idea of creating a spreadsheet for the structure and order.
The search intent optimization is gaining popularity very fast, as Google becomes more focused on measuring and identifying the user’s satisfaction signals. This points to the search sequence where the user sends the query, then finds and clicks on the desired link, finds the useful information, and then enters the query for the next stage of the process, or just simply stop searching.
The search intent optimization aims to achieve higher satisfaction level and improve the ranking by giving positive signals to Google. This helps in holding the customers on to the site with the relevant content aligned with their requirements.
The skyscraper technique is to take the content which has been ranking highest for a specific topic and later on writing a better piece referring to that one. It helps in exploring and getting deeper into the subject with more statistics and numbers. The technique helps to develop useful and relevant content for the audience to refer. It has to be used strategically so that you do not stuff the content with more number of keywords to be penalized by Google update in the near future.
The content creation as per the queries is another tactic which helps in developing the accurate content as per the user’s needs. Google finds this content relevant to the audience and puts it on top of the search engine results.
1. Informational Queries: These are the queries by users who carry out their research to collect information but are not willing to purchase any product or service. Their main queries will revolve around “how does it,” when will it,” what will,” etc.
2. Transactional Queries: These are mainly asked by the users who have already done their research and are willing to purchase the service or product. Their queries will have the highest value, including terms such as “comparison,” ”pricing,” “requirements,” etc.
3. Navigational Queries: These are the queries by the user, who want to know which page they need to visit to fulfill their need.
It is necessary to optimize the content regularly, and with increased Google updates, marketers should plan their strategy accordingly. Regular tab and a close watch on these updates will help in planning the content and mitigating the adverse effects whenever Google start executing the update process.
As a marketer, one has to find the best solution for tackling this scenario and making their marketing strategy successful. It is not a hard task, and if appropriately analyzed, one can understand the working pattern of Google algorithm to find different ways for content optimization.