Content Marketing Blog mint

Content Marketing Blog

Responding to Google’s Goal to Improve Search

What Content Marketers Need to Know

A recent post on Google’s blog outlines the company's shifting perspective on how consumers search. The future of Search will evolve to reflect how consumers are now:

  • going on a learning journey instead of simply looking for answers
  • moving from specific queries to experiencing deeper results honed with AI and predictive analytics
  • relying on images for insights in addition to text

Content marketers—agencies and companies — can support Google’s goals by changing how they present information.

Content for Consumers, Not the Machines

We’ve explained how quality content (written by humans) provides the context most useful to consumers. Search algorithms are also responding to consumers' need for relevant, 'meaty' information.

Searches may start with a question like “what is a top-rated hotel in Fiji?” The question is a 'tell' that the searcher wants more than a list of hotels. You’re likely dealing with a consumer planning more than an ordinary trip. He or she is looking for a memorable experience. Whether you’re a travel agency, airline, or that top-rated hotel in Fiji, your content will rise to the challenge by anticipating the searcher’s additional needs, such as:

  • When is the weather favorable for this trip?
  • What are the must-see sights to visit?
  • Which restaurants will serve authentic cuisine?
  • What’s the history of the region?

Your content will help that potential Fiji visitor scope out the opportunities that align with interests and needs.

Making Sure Your Content Shows Up

Crafting an outstanding story that no one sees is discouraging. As a content marketing agency, we work with our clients to develop a strategy that helps your content rank in search results.

  • We start with topic modeling to create a map with keywords, questions, and focus areas.
  • Research supports this effort to understand how consumers talk about and search for topics.
  • We fold our learning into the content’s title, headings, and structure, delivering SEO-friendly information with the context most useful to searchers.
  • When images are part of your content, we recommend including alt-text that incorporates descriptive variations of your key phrases. 
  • Compelling meta descriptions can increase your click-through-rate, especially when framed around the question(s) your content answers. You’re also more likely to get a coveted feature snippet when you structure your content to offer useful insights.
  • If your content builds on other information on your blog or your site, add links to guide searchers on their journey.
  • While you may see advice to include multiple calls-to-action (CTAs) throughout your content; our recommendation is to put any CTA where it’s most relevant. Think about what would be most helpful for your reader to know where to go next or what to do. You may want to put a CTA next to an image of your whitepaper or product.  For thought-leadership content, a CTA after the last paragraph may be less intrusive.

With a thoughtful content strategy directing the team who creates your website and other types of information, you'll connect with customers online and deliver value.

When you partner with MintCopy, a content agency in Mississauga, Canada, you get a team of experienced – and human – copywriters and strategists. Interested in learning more about what we do and how we can support your communication efforts? Call us today or use the online form below and we’ll set up a time to talk.

Use our online form to get in touch. You can also follow us on Facebook, LinkedIn, and Twitter to stay up-to-date with content marketing trends.

Share


Recent Posts

Sheetal Pinto - 9/15/2022 06:00

And the Perks of Gaining SEO Insights!

How do you measure the ROI when it comes to SEO? If you’re looking at the number of visitors to your website, you might be doing it wrong. The number of people who visit your site could be in the thousands, but if your content doesn’t convert, what difference does it make? Content isn’t cheap to create. The number of visitors to your site doesn’t tell the real story. Here are three metrics you can use to evaluate how your content is performing and whether your content marketing strategy is garnering its money’s worth.

Sheetal Pinto - 9/1/2022 06:00

How to Upgrade Your EAT & YMYL Content

Google is committed to making sure that its search results are helpful and relevant. Last year, Google made thousands of updates to its search algorithm with that in mind. Just a few days ago, another announcement about search was made, this time reminding content creators to create content with people in mind. What does that mean for SEO and copywriting? Here are three things to keep in mind when creating content. 

Sheetal Pinto - 8/18/2022 06:00

Why Your Content Must Be the Burning Question for Your Audience!

Google is constantly adding search features that help users get relevant information quickly. The “People Also Ask” feature has been around for a while, but it seems to be gaining traction as it’s being used in more searches. PAA boxes are another type of digital real estate, increasing your reach on a particular subject if you can get featured as an answer to a PAA question. Make it part of your content marketing strategy, even if you don’t rank for it immediately. The results might be slow, but they are worth waiting for.

Sheetal Pinto - 8/4/2022 06:00

And Why It's Important!

Featured snippets on Google are valuable digital real estate for your content marketing assets. These snippets are quick answers to search questions. Although snippets are designed to provide answers for the user without having to clickthrough to the page, Hubspot found that content with a snippet had a higher click-through rate of 2x or more, making this search feature important to your SEO strategy. If you can get your copywriting featured as a snippet, it builds your authority and visibility.

Sheetal Pinto - 7/21/2022 06:00

But Your Audience is Looking for Value!

Events can be a great way to promote your brand but getting people’s attention in the current landscape can be difficult. Start with an extensive content marketing plan that entices your audience to attend your event because they see VALUE in it. Here are useful content tips for event marketing.

Sheetal Pinto - 7/7/2022 06:00

Move Over 'Engine'; It's Time for 'Experience'

Work smarter, not harder can be applied to many different situations. Content marketing relies on artificial intelligence, but even so, your content can work smarter for your employees and customers. The key is using best practices and the right technology for SEO and copywriting.

Sheetal Pinto - 6/16/2022 06:00

Use the Right Content Nails!

‘Cinderella' is the classic rags to riches story. Her sisters wanted to marry the prince, but just dressing up as princesses wasn't enough. Nothing the sisters did could make the prince choose them. The glass slipper had to fit. The real match happened when the slipper fit perfectly. Content marketing is much like that fairytale perfect fit. Personalized content can be that perfect fit. Here's how to use the data you have about your customers to make the content fit.

Sheetal Pinto - 6/2/2022 06:00

Don't Rely on Endless Spreadsheets for Keyword Optimization

Phil Frost, Founder and COO of Main Street ROI, says, “Successful SEO is not about tricking Google. It’s about PARTNERING with Google to provide the best search results for Google’s users.” Google indexes information to provide relevant search results, not to make marketing easier. When you keep that in your mind as part of your content marketing strategy, you can use keywords to support your SEO strategy to provide engaging content that delivers value to your audience.

Sheetal Pinto - 5/19/2022 06:00

What You Need to Know

If there’s one thing you can count on, it’s that Google is going to update its search algorithm. Some experts estimate that Google makes 500 to 600 updates annually, or once or twice each day. Most of these changes don’t have a significant impact on your SEO strategy, but every now and then, one comes along that can have serious repercussions. Learn more about two new features of Google search that help users verify and evaluate search results.

Sheetal Pinto - 5/5/2022 06:00

Google, one of the largest companies in the world, relies on artificial intelligence for hundreds of it projects. It can seem a little hypocritical for Google to tell businesses that they can’t use AI-generated content on their website. Back in 2010, Google’s John Mueller said that using automated translation tools to create content for your website “could be viewed as being against our Webmaster guidelines.” Here we are, over 10 years later, and Mueller just tweeted that “content generators have been around since the start of the web…Most sites…don’t need help creating low-quality content.” There’s a big discussion in the SEO industry about AI-generated content.