Two major things have changed the way people sift through the internet’s content. The first is that the way people search has changed; it has shifted, because of technology, towards full sentences and questions instead of a series of keywords. Secondly, there is much more content on the internet(maybe too much). Use of keywords in webpages is still crucial, but the way they are used must be changed. One twofold way strategy is to group information into sections; and within those sections dig deeper into the topics. This way information can be netted into sentence long queries and seen.
- Within the last decade, browser behavior has evolved from using simplistic, robotic search queries of one to two words to using sophisticated normal speech pattern sentence queries.
- RankBrain, a recent Google innovation, has helped searching evolve, by adding the element of implied synonyms to searches.
- When a browser inputs ‘sneakers,’ RankBrain allows for the probable intent of the browser meaning running shoes, which means marketers should skew away from precise keywords and towards topics.
“The new content playbook is comprised of three parts: overall topics that you want to be known for organized into clusters, pillar content, and subtopic content.”