Earlier this year we took a look at the changes taking place throughout search engine optimization and internet search. As with everything internet related the trends move at light speed. New ideas and tactics for boosting your website ranking are popping up everyday. In a recent article we looked at voice activated search and how that technology is changing the internet landscape. Today we are talking about how to use language, positioning and word relationships to keep pace with the new world of search engines.
Use natural language
Using natural language in your website content is great for two important reasons. Number 1: Natural language is a lot easier to read than something that is laced with keywords making it seem mechanical. Number 2: Natural language is search engine friendly. The level of sophistication is somewhat mind numbing when it comes to how search engines are evolving. They are increasingly being programmed to examine word relationships, synonyms and semantics among many other things. Stick to natural language and you will be better off.
Location does matter
The location of the words on your webpage is becoming as important as the words themselves. Your website will require content in places like headings, the sidebar, header and footer for example. But it turns out the content located in the main body text holds more importance than content located in other positions. And location becomes significantly more important when it comes to mobile devices which tend to hide portions of a page. Think about it this way: sections of your pages that are most visible need the most focus.
Word relationships will matter more
Search engines are going beyond traditional keyword relationships by exploring ways of using relationships between entities to determine topical relevance. One approach was published in this Google research paper that describes assigning relevance through entity salience. An entity is anything that is distinct and well defined such as movies. If your article then goes on to mention movie titles the search engines will make the correlation. The stronger an entity’s relationship to other entities on the page the more significant the impact on the search engines.
We intentionally tried to simplify these topics to help you understand how your website will be impacted by the new trends in search engine techniques. The good news is that these trends give us new ideas for content creation. And the bottom line point is to stick with natural language that is written by humans and intended to be read by humans.
Something to keep in mind: we get this new stuff, we love the challenge of this new stuff and we’d love to help you with your website stuff. Give us a call today.