The way we acquire website visitors and leads from our website has dramatically changed. The key still remains in creating quality, educational content searchers can engage with, but how we go about identifying the kind of content and optimizing it has changed.
Content marketing success still relies on generating useful, relevant articles, blog posts, eBooks and other useful kinds of content to attract, engage and convert website visitors. The difference is that years ago, the success of a piece of online content heavily relied on a solid keyword strategy and ensuring your content is optimized for on-page SEO.
But, sophisticated search engine algorithms now look at user intent to identify relevant search results. In addition to identifying intent, search engines are also taking a closer look at context of a search. For example, let’s say a prospect types into Google “Assisted Livings Near me”. Depending on how and where the search is coming from, you’ll see different search results, which makes it difficult to evaluate success based on keyword rankings alone.
Another big change has been Google’s refinement of the way that it displays results to users. In particular, Google has been increasing the number of Featured Snippets that it displays for queries. A Featured Snippet is shown in some search engine results pages (SERPs), usually when a question-based query is being searched for. The snippet displays content from within one of the pages ranking on page one that directly answers the question searched for without the user having to visit the actual page.
The truth of the matter is that content ranking within the featured snippet section often gets a much greater share of the traffic for the given query when compared to non-featured snippet SERPs. Featured snippets have a lot more to do with the quality of the content and a lot less to do with focusing on a specific keyword phrase.
Not only is Google offering featured snippets, but if you’ve done a Google search recently, you’ll notice it displays a “People also ask” section.
Here’s the thing; one well-built landing page that focuses on a core piece of content can rank for 1,000 different keyword searches. Years ago, marketers would have written repetitive posts on every variation of a keyword to cover all of your bases from a search-ability standpoint, but today creating one well-built landing page that comprehensively covers your topic will get the same job done.
The reality is a solely keyword based approach to SEO and content creation is out-of-date, and won't generate the same results as 7 or 8 years ago. SEO is evolving, and your strategy needs to change with it.
Keep in mind, Google’s priority isn’t driving traffic to your website; it’s finding relevant content that answers the searcher’s questions (shocker!).
And the way we’re using Google to find answers to our questions have changed. Rather than fragmented terms, our questions have become much more conversational in nature. It’s much more common for people to ask complex questions using full sentences.
How does this affect you? Years ago a solid content marketing strategy revolved around defining 10-20 “core keywords” that would be sought after for ranking within a topic. Now there are hundreds or thousands of long-tail variations that are regularly searched within a topic and change based on location. Simply dominating a few words is no longer enough to produce successful results.
How have we adapted? Rather than building content on a keyword-by-keyword basis, we’ve aligned our senior living content marketing strategy with topic-based research. Learn how Elite can partner with you to create content that increase your visibility in search engines.