One way Google provides the most relevant search results is by matching search keywords to keywords within the content of a web page. When someone enters a search query, Google looks for web pages that use the term that was searched. The frequency in which that exact keyword phrase appears on a web page is a significant factor in calculating how that page ranks in a search.
Now, Google has extended its matching ability by not only looking at exact keywords, but by better understanding the essence of the topic being searched for. This allows Google to match a broader range of keywords to appropriate pages on the web.
If a user searches for “Best Waffle Recipes,” they may see a result for a page called “Best Recipes for Breakfast,” because Google recognizes that waffles are a type of breakfast food, so a user would likely find appropriate information there.
Another example is the search query “Quick and Delicious Waffle Recipes.” This could yield a page called “Quick Waffle Recipes.” Google extracts the keyword “Quick Waffle Recipes” even though there are words between them in the search query.
The improvements Google made change the way we think about optimizing content for higher search engine ranking. The next time you write web content, consider these factors:
1. You Don’t Need To Cram Keywords Into Your Text
It isn’t about the number of times you repeat your exact keyword phrase. While it’s still a good idea to include it a couple times, there’s a little more wiggle room in what you can do and still come up in a Google search.
2. Put Clickworthiness First
Keywords used to be the most important part of a title, and were found as close to the beginning of the title as possible. Although the presence of keywords is still important, the main focus is now shifting to how “clickworthy” a title is — that it targets the appropriate audience in a way that intrigues them to click the title and read further. You can increase the clickworthiness of your titles by making sure they are interesting and unique, even if that means the keyword appears a bit later.
3. Titles Should Match Headlines
The title and the headline of your page should be very similar, to confirm for the user that they are in the right place. If someone clicks the title “Gourmet Waffles Recipes” they shouldn’t be brought to a page with a headline that reads “Best Pancake Recipes.”
4. Provide Unique Value
Make sure that users want to read and share your content – the goal is to offer information they couldn’t find anywhere else. Not sure how? Read our simple guide to creating web content to find out!
Putting It All Together:
It’s easier than ever to enhance user experience for your website visitors. With Google’s expanded ability for “understanding” content in context, it’s easier to make web content flow naturally and still maintain a good search engine ranking. A user doesn’t want to feel like they are being constantly propositioned to when they visit a site. You can now restructure your content, allowing for more creativity and enhance your overall value proposition.
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