Every day Google gets getting better at understanding the way we speak and write.
This affects the copy on the pages of your website. That includes blog posts, if you’re adding them regularly (and if you aren’t, you really should be). If Google’s programs decide you have poor quality content you will be placed further down the search results pages.
There are two reasons why this is becoming more important, as technology changes the way we look for things.
Increasingly people search on phones and tablets instead of desktops and laptops. It’s a couple of years now since the number of mobile searches overtook the number of searches from computers in the USA.
Recently Google has split mobile search away from its traditional search results program, instead of having one search with two display formats. This means mobile search pages are now different to the pages you see on a computer, and one major difference is that often fewer results are shown.
There are also images results and video results interspersed with the ordinary text results – fine if you have videos and images that come up, but if not….
This means you have to try even harder to get your website up in the first screen.
Natural language search
The second reason is that more people are now speaking to computers when they want to know something, not typing it in.
This means iPhones and Android phones as well as home devices from Amazon, Google and Apple. When people search by voice they do it differently.
For example if you want to go to a restaurant in Stalybridge, you’ll type a sort of shorthand like “restaurant in Stalybridge” or “Stalybridge restaurant”. So you need to have those keywords sprinkled around your website.
We talk differently
But if you’re talking to Siri, Alexa or any other device, you’ll say things like:
“Tell me about restaurants in Stalybridge”
“What’s a great restaurant in Stalybridge?”
“Give me the name of a good restaurant in Stalybridge”
In situations like this, Google is more likely to match a website where the text talks about the restaurant in glowing terms rather than a page with lots of keywords rammed into it.
Keep the quality up!
So make sure your content is engaging, interesting, relevant and informative and next month we’ll give some guidelines as to what we think Google means by ‘quality content’.
No-one outside Google knows for sure how much difference this makes to your SEO but it will also keep your potential customers reading.
And that can’t be a bad thing, eh?