Use synonyms
In the example above, using the word “biking” instead of “bicycling” would provide some benefit compared to the bygone era of keyword phrase-specific search engines. So if the search engines have evolved into substituting associated words outside of keyword phrases, doesn’t it make sense for the marketer also to do so?
The key takeaway here is that instead of packing content with search engine-friendly keyword phrases, it might instead be better to provide the search engines with alternative terms they’re already probably seeking.
Use common sense
Typing “bicycling in California” into Google currently lists a page with the header “Best spots to bike in California” among the top results. In a now-bygone era, the searcher likely would have had to type that exact phrase into the engine to see that result.
But it’s as if Google now can discern, ‘What is this user looking for?” And that’s a question SEO-savvy marketers and private blog network service agents might also want to ask when creating search engine-friendly content.
If a marketer asks the same question, guided by common sense, he or she should be able to provide the search engine a “gimme” that might not have been possible in the past. If the marketer knows what the searcher wants to know, embedding that into the content might not only mean higher ranking in results but also content that’s more relevant to the searcher.
Use the spoken word
There’s little doubt that one of the factors influencing the evolvement of search engines is the somewhat newfound twist of voice searches. Asking Google or Siri to find something via voice search is going to result in using different words compared to typing something into a device.
To illustrate this, again consider the California bicycling example. Is a bicyclist typing more likely to use the word “bicycle” than the word “bike” compared to a bicyclist who is speaking? Voice searches have affected search engines, and the marketer who can recognize and adjust to the differences between the written and spoken word might give themselves a leg up with the search engines. Voice searches have paved the way for more colloquialism in content marketing.
The internet is always going to evolve. Spotting the factors that drive this evolution, and rolling with them, can give a marketer — even one previously entrenched in the “old” ways of the web — an upper hand with search engines.
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