Content Strategy With The Evolving Algorithms

Written by: SEO DIGITAL

Draft Your Client’s Content Strategy With The Evolving Algorithms

Have you chalked out your client’s content strategy?
Even if you have, revisiting the strategy won’t hurt you.
It’s for your good!
You know how search engines are, right?
Google can’t stay calm. It continually evolves itself. And, that’s the reason why so many core algorithm updates have been rolled out.
It has now become more crucial to understand which approach can get you a higher rank.
In this article, we will discuss how actually you can craft the perfect content marketing strategy for your client even with the algorithm updates.
Let’s dive in.

User Intent – Still The Focus In 2020

With the incorporation of the BERT update later in 2019, Google has taken a step forward towards understanding searcher’s intent. BERT stands for Bidirectional Encoder Representations from Transformers.
Google claims BERT to be its “biggest leap forward in the past five years.”
BERT enhanced the understanding of natural language by the search engine. Most importantly, BERT emphasises analysing the search queries and not the web pages. Previously, the search terms were considered as individual words. But, with the BERT algorithm, the focus is on how the words in a query are related.
So, what can you do to make BERT happy?
Just write naturally!!
By writing naturally, we mean, adopt a casual tone of writing. It keeps the visitors engaged, and they feel to be more involved with your content.
Moreover, you don’t need to add keywords in your content in an awkward way, just for the sake of mentioning them. If you produce quality content and perform the proper SEO practices, you can expect to get found. That’s because BERT takes the whole piece of content as a context and tries to relate it with the search query.
BERT algorithm makes sure that the user gets the right information for the search query. You can adopt the following approaches in your content strategy to relate more to the user’s intent.
Here’s what you can do –

  • Be specific in your content
  • Providing proper and correct information is a must
  • Don’t put any vague statement
  • Write as if you are having a conversation with your audience
  • Use colloquialisms in your writing as you would have done while speaking

Remember that, user intent or search intent will be the dominating factor for SEO in 2020 and the coming years. So, plan your client’s content strategy accordingly.

January 2020 Core Update

Whenever Google announces a core update, there are some widely notable effects. Some websites may drop in the ranking while others may perform better. Actually, a core update reassesses the contents of websites.
Google says: “These changes may cause some pages that were previously under-rewarded to do better.”
So, it is a clear indication that you should focus on ensuring that your client’s website offers the best content possible.
The Core Update looks for a number of elements in a piece of content. Some of the vital points are listed below –

  • Original information and reporting
  • A comprehensive description of the topic
  • Insightful analysis or interesting facts that are not obvious
  • Content value and originality
  • Possibility of the content to be in or referenced by a magazine, encyclopedia, or a book

If you need the above points in your content, then the contents of the website to be published must be produced by an expert or enthusiast who knows the topic well enough to make it a trustworthy one.

Are You Aware Of Client’s Goals?

Know Where Your Client’s Audience Is Hanging Out!

Yes, you need to know that.
Else how will you reach the audience?
So, this can be accomplished by certain analytical tools.
If you use Google Analytics, you can follow the path – Acquisition >> Social >> Overview
From here, you can get a clear idea of the main social networking sites where your client’s content has been shared.
With Buzzsumo, you can get the average shares by networks, content types, and content length.
Now you can easily understand which network to target. Like, is it Facebook or LinkedIn?
And, also which type of content to post. For example: Are blogs getting more shares or videos?
Other useful content analysis tools are Ahrefs and SEMRush.

Decide On Content-Type

As a content strategist, you have to understand and choose the right content type that can appeal to your client’s client, or in other words, business customers.
There are a variety of individuals visiting the website. A single type of content may not catch the eye of every visitor. Some may be interested in reading an article while some may want a visual demonstration.
Here’s a list of the varied types of content which are commonly used in the websites to attract customers.

  • Blog posts
  • Long-form article
  • Video
  • Images
  • Infographics
  • White papers/reports
  • Ebooks
  • Case studies
  • Presentations
  • Quizzes and polls
  • Webinars
  • Podcasts
  • Checklists
  • Email Newsletters

Your task is to figure out which content types will work best for your client’s business niche. This step won’t take much time as you already have the content analysis report of which kind of content is performing better.

Create Content

It’s time to create the content!
As said earlier in this article, only the professional writers must write for your client’s website. Such writers know exactly how to form an excellent piece of content. They are acquainted with the customer touchpoints and the proper way of reflecting a brand’s personality through the writing process.

Final Thoughts

Now, that you have created that perfect content for your client’s website, only publishing the content on the site won’t fetch much results. There are many techniques undertaken by SEO experts to promote such website contents. So, it is advisable to get in touch with the best SEO service providers in Melbourne. Here, the professionals will apply the tried and tested methods to generate leads from the business website.

Last modified: April 23, 2020