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.
Knowledge Management for Better Search
Knowledge management is about handling information in an efficient way. The better your content is organized, the more effective it is for search. We’ve used pillar pages to help organize content for search, but as AI gets smarter, you can create better relationships between information pieces with knowledge management. It starts with consistent data across all platforms and any online sources.
Incorporating Semantic AI Into Search
Semantic search goes beyond keywords to analyze a user’s intent and context. Semantic AI uses past behaviour and other information to give users the best information available. It’s high concept search! Are you searching for windshield repair to make your own repairs or are you making an insurance claim? Semantic AI is one of the best methods to provide the best results to your customers.
Structure Content Differently
Another best practice that copywriters should understand is to treat content pieces as individual components rather than expansive documents. Search engine updates already demonstrate that specificity equals more relevance. When your community can find the information they want in the product manual with just one or two clicks, instead of having to read the entire document, they’ll be much happier with their search results.
Start Applying Knowledge Management to Your Content
We’re not recommending that you completely revamp your current content structure. Instead, we are suggesting that you begin to integrate some of these best practices into your content moving forward. Find out what type of search terms are the most popular to get to your site, and organize that information for better search viability. Ask your content agency to work smarter to organize content effectively that helps your team deliver the right information for the right people. Learn about technology tools that can make your SEO and content platform more searchable. Contact MintCopy to get started with high-quality, searchable content.
“Your Guide to Search Experience Optimization” – RWS Holdings PLC