Content strategy – The search pattern users employ to get […]

Content strategy – The search pattern users employ to get the desired results in search engines determines the results. Google keeps changing its algorithm to give better results. Webmasters are forced to change the content pattern every time Google comes up with a new update. Let us look at a few of the changes webmasters had to go due to changes in the Google algorithm. We are considering only Google here because of the search size (More than 90%) it enjoys.

Before 2012

Google used to simply break a string of query into separate words and searched through its indexed data to find the websites with most occurrences in the website and presented the result. For Eg. A search query like “Best website development company in Gurgaon”, would be broken into – “Best”, “website”, “development”, “company”, “in”, “Gurgaon”. The content in the indexed websites will be scanned. The ones having the most combination of this will be returned irrespective of context.

This allowed webmasters to stuff the websites with praises of their own services as people look for the best. Google soon caught up and made changes to the algorithm.

Penguin Algorithm Update

Rolled out April 24, 2012.

This one targeted black hat technique users and penalized websites for spamming. Websites employing unnecessary keyword stuffing and link building lost their SERP rankings. It basically asked webmasters to include relevant keywords in content and not stuffing it. There was no particular number that made any boundary as such and the decision for what was relevant or not for a search was a bit ambiguous.

Hummingbird Algorithm Update

Announced on August 20, 2013

This was the update that started getting into the semantics of queries and the real-life meanings the queried possessed instead of breaking it into parts as it did earlier. It took the query the way we talked and instead of focusing on specific keywords it took the whole search string. Content which focused on specific keywords now focused on topics and how it was arranged next to the main content.

RankBrain Algorithm Update

Announced on October 26, 2015

This change brought machine learning into the searches employing synonyms. For example, searching for website developer also included WordPress developer as well as PHP developer as both are related to website development. This basically shifted the searches form topics to usage or the intent of the search and hence the content to needs to be designed accordingly to address it.

In no way, this means that the relevance of the keyword has changed. It simply means that your content should be aimed to suggest that you provide a particular product or service for a search with the user requirement in mind.

Possum Algorithm Update

Announced on September 01, 2016

Possum update, in particular, interlinked the user’s location in projecting the search results. In simpler terms, the closet business to your location will be more likely to show up in your search results. Rather than understanding the search keywords as it is, Google interprets the words generates its meaning and acts accordingly. For example, if the search keywords are “Best digital marketing company near me” Google identifies that the words ‘near me’ signifies locality, hence it traces back to your locality. After finding your current location (For example, if your location is Delhi) it rephrases the search keywords in its algorithm as “Best digital marketing company in Delhi”. This update gave a boost to localized businesses and users were able to locate their desired service within their locality.

What Content Strategy to follow for content marketing?

1. Find the center point of your content

Introspect your business or website and find the center points of business. The center point of your business is the service/product that attracts the customers. If you are in a business of providing digital services, you can have focused centers like website and app development, digital marketing. You can also have keywords like original and creative content if you provide one. Look for these center points in your business as the users looking for your service would primarily feed in searches like “Best website Development Company in Gurgaon” or “top website Development Company in Gurgaon”.

2. Creating sub centers

It is necessary for a service provider to not only capitalize on the service sector but along with it, they should also capitalize on its accompanying factors. The accompanying factors of a service provider will be the different domain in which they are the expertise of, the locality which they are currently targeting, the qualities they possess like low cost, better quality etc. Surround each center with as many sub-centres as possible. Forex a sub-center for website development will be PHP development agency in Gurgaon or WordPress freelancers in Gurgaon. Create content based on each sub-center.

3. Interlinking

Creating a Google spider is very important to attain organic traffic. This allows Google to crawl down your website and index the relevant link according to the user’s need. To make your site crawlable all your web pages should be linked with one another in a relevant fashion. Make sure your sub-centers are well linked to centers and amongst themselves through hyperlinks.

It is a proven system that content marketing will definitely lead a website to the success destination if used effectively. To use the techniques it is very much important to know about the evolution of content. We hope that this article guided you through the content of evolution and the techniques required to capitalize the same. Perform the exercise and you’ll see your website appearing up in relevant searches more frequently.

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