Focus content on synonyms and search queries

Google is making enormous advances in language software to understand and learn patterns in human language and language translations. Their goal is to understand how to serve results that specifically match individual search queries based on the different meanings and expressional phrases a person can make. People are different, right? One expression can be said multiple ways. What does this mean? It means we need to answer questions around the keyword query and write content with multiple synonyms. Let’s take for example the word “Show” this word has multiple meanings. ‘Show’ could mean you are looking for a movie and it could mean you want to go to an exhibit, or you just want to see something. To solve this problem, content needs to shift toward using various expressional meanings. In addition answer questions around the keywords you want to rank for. And we do this two ways. First use a good amount of synonyms in your content to create the word similarities. If you look at the word “show” in Googles search browser you see a set of relevant search terms at the bottom of the page. Google understands the other possible definitions of show and gives you a second chance to click on another definition because it understands there are other relationships to show. However we want visitors to click on our page therefore, we need to connect all the additional words related to the keyword we want our page to be found for which should exclude the ones we don’t want. If you do this right you should reduce your bounce rate because your web pages wil be served in closer relationship to what a visitor is looking for. When a visitor finds what he is looking for, you have a better chance he will move through your sales or customer journey funnel.


The second thing to include are question and answer queries that users may use in searches. For example I want my webpage to be shown for the keywords ‘Apple Pie’ then I could write an article that includes questions and answers around my keyword for example, “What are the ingredients for apple pie?” “How long should I cook an apple pie?” you get where I’m going with this? People are looking for answers and if your content can give them what they want, then we need to work to earn their click.  Clicks don’t come easy anymore they require a real marketing effort and understanding of how to communicate to your audience.