Somewhere along the line, a web marketing person probably taught you the importance of keywords – target phrases that make sure search engines can find you and your web content. Here's the thing – the keyword is dead. Don't keep relying on this outdated SEO method. Get ahead using natural language.
Keywords: The Old Way
Does this sound familiar? A fabricator has a webpage titled “auto parts manufacturing” with a URL like fabrication.com/autopartsmanufacturing. The page is covered with the phrase. There is a picture of a fabrication machine with alternate text of “auto parts manufacturing.”
This traditional way of writing web content is based on early assumptions about how search engines found websites by matching search terms character for character. But as web development has evolved, so too have those SEO algorithms.
Google Is a Foreign Speaker
Google's search engine has come a long way from a character-by-character match. Rather than being the tourist that looks for the symbol it thinks means bathroom, Google is someone for whom English is a second language. Sheena Schleicher, an Independent Strategic Digital Marketing Consultant, explains:
“The idea came when I was thinking about my travels to non-English-speaking countries. Because I'm [sadly] only fluent in English, I really had to rely on a form of 'Spanglish' and hope to encounter people who knew English. When I did, it was a very broken conversation, but we could usually get our points across. The more I explained my question or whatever it was I was trying to share, the more likely I would say a related word/phrase that they understood.”
Using Natural Language
Now that we know Google can understand – at least a little – if we use natural language, how can we use that to our advantage? Build in contextual clues to help Google figure it out.
One thing Google is good at is using synonyms. So rather than repeating “auto parts manufacturing” over and over again, a web content writer should give Google more clues by including “fabrication” “manufacture” and other similar words that Google may connect with the concept.
Google is also good at identifying phrases that frequently go together. By using phrases that are common to your industry (in ways that explain them to your audience), you can help Google identify your webpage as related to that industry. Even if the person searching missed your keyword in her search, you will still show up because you have several related concepts in your text.
By using natural language, you will take advantage of Google's latest and best search algorithms. You will also end up with web content that is easier to read. It's time to stop using keywords, and start explaining your topic to Google. Your search results will thank you.
Provisio Technology Solutions is a web development firm that can make your website work for you. If you are ready to take advantage of all the web can offer to your business, contact Provisio Technology Solutions today to schedule a meeting.