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Five most interesting search marketing news stories of the week

Written by: admin Date of published: . Posted in test

Welcome to our weekly round-up of all the latest news and research from the world of search marketing and beyond.

This week, the mysterious “Google Posts” feature has made another return to the SERP, this time with GIFs and videos – could it be here to stay?

Plus, why marketers aren’t investing in the hottest new technologies as much as you might think; and Google announces a new type of search product with “shortcuts in search”, which could mean big changes for SEO and paid search.

Google Posts return – with GIFs and videos

Google launched its “Posts” initiative during the US presidential election last year to relatively little fanfare.

Dubbed an “experimental new podium”, Google Posts has since come and gone from the SERP several times, each with as little explanation as the first. Now it has reappeared in searches for several US sports teams, including the Boston Red Sox and the New York Yankees – complete with GIFs and videos.

Clark Boyd took a look at the new incarnation of Google Posts this week and considered what Google could be seeking to accomplish with the feature.

Google’s ‘Beauty and the Beast’ ad could be the future of paid voice search

Google sparked a small firestorm last week when reports surfaced that its intelligent assistant device Google Home had delivered what appeared to be an unsolicited advertisement to unsuspecting owners: a plug for the new ‘Beauty and the Beast’ live-action film.

Al Roberts took a look at the reactions to what Google denies was an ad, and considered whether this could potentially be the future of “voice PPC”.

Google announces “shortcuts in search” – can it get users on board?

Google announced this week the launch of “shortcuts in search“, a new means of discovering quick answers to information via a set of tappable shortcuts within its Android app.

But will this initiative take off, what will it mean for SEO, and how will Google manage to integrate paid ads into this new search experience? Clark Boyd examined the new feature on Search Engine Watch and considered how it could impact search rankings, what paid placements might look like, and whether Google can get users on board.

Despite the hype, most marketers not investing in hot new technologies

Fear of missing out, or FOMO, apparently isn’t a concern for marketers when it comes to new marketing technologies.

According to a survey conducted as part of OnBrand Magazine’s State of Branding Report 2017, marketers are well aware of the new technologies that are expected to be important to their brands in coming years, but the majority aren’t rushing to invest in them before they’re fully-baked.

Of the more than 550 marketing executives and brand managers OnBrand Magazine surveyed, 65% have no plans to invest in new technologies like 360-degree video, virtual reality (VR), augmented reality (AR), chatbots and beacons in 2017.

So why aren’t marketers interested in these new technologies just yet? Al Roberts looked into the reasons why marketers are holding back from investing in newer innovations at the moment – and what it is they’re spending their money on instead.

Google to wind down Site Search by the end of 2017

Search Engine Land reported this week on the news that Google is due to sunset its Site Search product by the end of 2017.

Google Site Search, as it says on the tin, is an internal site search product which is powered by Google’s search technology, and is charged by monthly query volume.

Site owners who have been using Site Search up until now will be encouraged to move onto either Google’s ad-powered Custom Search product, or its new Cloud Search.

Google told Search Engine Land in a statement:

We are winding down the Google Site Search product over the next year, but will provide customer and technical support through the duration of license agreements. For GSS users whose contract expires between April 1st and June 30th, 2017, we are providing a free 3-month extension with additional query volume to allow more time for them to implement the necessary changes to their site.

Five most interesting search marketing news stories of the week

Written by: admin Date of published: . Posted in test

Welcome to our weekly round-up of all the latest news and research from the world of search marketing and beyond.

This week, the mysterious “Google Posts” feature has made another return to the SERP, this time with GIFs and videos – could it be here to stay?

Plus, why marketers aren’t investing in the hottest new technologies as much as you might think; and Google announces a new type of search product with “shortcuts in search”, which could mean big changes for SEO and paid search.

Google Posts return – with GIFs and videos

Google launched its “Posts” initiative during the US presidential election last year to relatively little fanfare.

Dubbed an “experimental new podium”, Google Posts has since come and gone from the SERP several times, each with as little explanation as the first. Now it has reappeared in searches for several US sports teams, including the Boston Red Sox and the New York Yankees – complete with GIFs and videos.

Clark Boyd took a look at the new incarnation of Google Posts this week and considered what Google could be seeking to accomplish with the feature.

Google’s ‘Beauty and the Beast’ ad could be the future of paid voice search

Google sparked a small firestorm last week when reports surfaced that its intelligent assistant device Google Home had delivered what appeared to be an unsolicited advertisement to unsuspecting owners: a plug for the new ‘Beauty and the Beast’ live-action film.

Al Roberts took a look at the reactions to what Google denies was an ad, and considered whether this could potentially be the future of “voice PPC”.

Google announces “shortcuts in search” – can it get users on board?

Google announced this week the launch of “shortcuts in search“, a new means of discovering quick answers to information via a set of tappable shortcuts within its Android app.

But will this initiative take off, what will it mean for SEO, and how will Google manage to integrate paid ads into this new search experience? Clark Boyd examined the new feature on Search Engine Watch and considered how it could impact search rankings, what paid placements might look like, and whether Google can get users on board.

Despite the hype, most marketers not investing in hot new technologies

Fear of missing out, or FOMO, apparently isn’t a concern for marketers when it comes to new marketing technologies.

According to a survey conducted as part of OnBrand Magazine’s State of Branding Report 2017, marketers are well aware of the new technologies that are expected to be important to their brands in coming years, but the majority aren’t rushing to invest in them before they’re fully-baked.

Of the more than 550 marketing executives and brand managers OnBrand Magazine surveyed, 65% have no plans to invest in new technologies like 360-degree video, virtual reality (VR), augmented reality (AR), chatbots and beacons in 2017.

So why aren’t marketers interested in these new technologies just yet? Al Roberts looked into the reasons why marketers are holding back from investing in newer innovations at the moment – and what it is they’re spending their money on instead.

Google to wind down Site Search by the end of 2017

Search Engine Land reported this week on the news that Google is due to sunset its Site Search product by the end of 2017.

Google Site Search, as it says on the tin, is an internal site search product which is powered by Google’s search technology, and is charged by monthly query volume.

Site owners who have been using Site Search up until now will be encouraged to move onto either Google’s ad-powered Custom Search product, or its new Cloud Search.

Google told Search Engine Land in a statement:

We are winding down the Google Site Search product over the next year, but will provide customer and technical support through the duration of license agreements. For GSS users whose contract expires between April 1st and June 30th, 2017, we are providing a free 3-month extension with additional query volume to allow more time for them to implement the necessary changes to their site.

Facebook Live Now Available for Desktop Users Worldwide

Written by: admin Date of published: . Posted in test

Facebook Live is now live to all users around the globe — even those on laptops and desktops.

The popular platform, which officially launched more than a year ago to all mobile users, enables users to broadcast live before an audience.

“While it’s been possible for people to go live to Facebook from mobile devices since last year, desktop or laptop computers provide a stable camera setup that can be beneficial to many types of Facebook Live broadcasts — from Q&As to vlogs to tutorials to any broadcast from someone who isn’t on the move,” Facebook said in a blog post.

lol-macbookTo begin using Live via a laptop or desktop, click ‘Live Video’ from the top of your News Feed or Timeline, then follow the instructions for adding a description. Then choose your audience. As a Live broadcaster, you will be able to see the number of viewers, the names of friends tuning in and a real-time stream of comments. At the end of the broadcast, it will be saved to your Timeline.

“We’ve also added a new feature that makes it easy to use streaming software or external hardware when going live from a computer. This capability previously was possible only through a Page, but we’ve heard feedback from our community that it would be useful for profiles, too,” Facebook said.

“With this update, people can seamlessly share their screens, insert graphics, switch cameras, or use professional equipment in Facebook Live videos. They also have the option to broadcast to Facebook Groups they belong to, Facebook Events they’re part of, or Facebook Pages they manage.”

If you are a gamer, you will have an easier time streaming your PC gameplay to followers and will even be able to interact with them while you play. If you’re offering a tutorial or how-to guide, you can use on-screen graphics, titles and overlays. If you are an artist, you can switch seamlessly between cameras as you give instructions to your viewers.

If you need help setting up Live, you can use Facebook’s step-by-step guide.


avatar

Jennifer Cowan is the Managing Editor for SiteProNews.

The post Facebook Live Now Available for Desktop Users Worldwide appeared first on SiteProNews.

Facebook Live Now Available for Desktop Users Worldwide

Written by: admin Date of published: . Posted in test

Facebook Live is now live to all users around the globe — even those on laptops and desktops.

The popular platform, which officially launched more than a year ago to all mobile users, enables users to broadcast live before an audience.

“While it’s been possible for people to go live to Facebook from mobile devices since last year, desktop or laptop computers provide a stable camera setup that can be beneficial to many types of Facebook Live broadcasts — from Q&As to vlogs to tutorials to any broadcast from someone who isn’t on the move,” Facebook said in a blog post.

lol-macbookTo begin using Live via a laptop or desktop, click ‘Live Video’ from the top of your News Feed or Timeline, then follow the instructions for adding a description. Then choose your audience. As a Live broadcaster, you will be able to see the number of viewers, the names of friends tuning in and a real-time stream of comments. At the end of the broadcast, it will be saved to your Timeline.

“We’ve also added a new feature that makes it easy to use streaming software or external hardware when going live from a computer. This capability previously was possible only through a Page, but we’ve heard feedback from our community that it would be useful for profiles, too,” Facebook said.

“With this update, people can seamlessly share their screens, insert graphics, switch cameras, or use professional equipment in Facebook Live videos. They also have the option to broadcast to Facebook Groups they belong to, Facebook Events they’re part of, or Facebook Pages they manage.”

If you are a gamer, you will have an easier time streaming your PC gameplay to followers and will even be able to interact with them while you play. If you’re offering a tutorial or how-to guide, you can use on-screen graphics, titles and overlays. If you are an artist, you can switch seamlessly between cameras as you give instructions to your viewers.

If you need help setting up Live, you can use Facebook’s step-by-step guide.


avatar

Jennifer Cowan is the Managing Editor for SiteProNews.

The post Facebook Live Now Available for Desktop Users Worldwide appeared first on SiteProNews.

U.S. Senate Votes to Let Internet Service Providers Share Customer Data

Written by: admin Date of published: . Posted in test

The U.S. Senate on Thursday voted to repeal broadband privacy rules enacted last fall by the Federal Communications Commission.

Sen. Jeff Flake, (R-Az.) introduced the Congressional Review Act (CRA) resolution to repeal the rules that would have forced Internet service providers (ISPs) to notify customers of the types of information they collect, explain how and for what purpose the data is collected and identify with whom they share the data. The resolution passed in a 50-48 vote.

Ajit Pai

Ajit Pai

The resolution must still be passed by the House and signed by President Donald Trump before it can take effect. If this happens, however, it means companies like AT&T, Comcast or Verizon can collect and share their customers’ data with paying third parties without censure. The CRA would also prevent the FCC from writing a new set of privacy rules.

“The FCC’s midnight regulation has the potential to limit consumer choice, stifle innovation, and jeopardize data security by destabilizing the internet ecosystem,” Flake said in a Thursday press release. “Passing my resolution is the first step toward restoring a consumer-friendly approach to Internet privacy regulation that empowers consumers to make informed choices on if and how their data can be shared.”

The senator’s office said the resolution “would not change or lessen existing consumer privacy regulations,” rather it would prevent the FCC from expanding its regulatory jurisdiction and imposing “prescriptive data restrictions” on broadband providers— measures that Flake’s office said would “negatively impact consumers and the future of Internet innovation.”

The Electronic Frontier Foundation (EFF) said the Senate vote effectively rolled back the online privacy protections of U.S. residents.

If the House approves the act too, it “would be a crushing loss for online privacy,” the EFF said in a blog post. “ISPs act as gatekeepers to the Internet, giving them incredible access to records of what you do online. They shouldn’t be able to profit off of the information about what you search for, read about, purchase, and more without your consent.”

The EFF is asking U.S. residents to call their representatives to voice their displeasure over the CRA resolution.

The movement to repeal the rules put in place by former FCC chairman Tom Wheeler, a Democrat, began after new FCC chairman Ajit Pai, a Republican, took over the position in January.

Under the rules championed by Wheeler, Internet service providers (ISPs) would not only have had obtain consent from their subscribers and explain how and for what purpose the data is collected, they would have to provide such information whenever a new customer signed up for their service.

Pai, in a joint statement with Federal Trade Commission chairman Maureen K. Ohlhausen last month, however, said the rules did not provide the necessary “comprehensive and consistent framework” to be effective.

Pai put the original ruling to a vote earlier this month in a bid to halt its implementation. The successful 2-1 vote in favor of putting the rule on hold opened the door for Flake’s proposed resolution.


avatar

Jennifer Cowan is the Managing Editor for SiteProNews.

The post U.S. Senate Votes to Let Internet Service Providers Share Customer Data appeared first on SiteProNews.

U.S. Senate Votes to Let Internet Service Providers Share Customer Data

Written by: admin Date of published: . Posted in test

The U.S. Senate on Thursday voted to repeal broadband privacy rules enacted last fall by the Federal Communications Commission.

Sen. Jeff Flake, (R-Az.) introduced the Congressional Review Act (CRA) resolution to repeal the rules that would have forced Internet service providers (ISPs) to notify customers of the types of information they collect, explain how and for what purpose the data is collected and identify with whom they share the data. The resolution passed in a 50-48 vote.

Ajit Pai

Ajit Pai

The resolution must still be passed by the House and signed by President Donald Trump before it can take effect. If this happens, however, it means companies like AT&T, Comcast or Verizon can collect and share their customers’ data with paying third parties without censure. The CRA would also prevent the FCC from writing a new set of privacy rules.

“The FCC’s midnight regulation has the potential to limit consumer choice, stifle innovation, and jeopardize data security by destabilizing the internet ecosystem,” Flake said in a Thursday press release. “Passing my resolution is the first step toward restoring a consumer-friendly approach to Internet privacy regulation that empowers consumers to make informed choices on if and how their data can be shared.”

The senator’s office said the resolution “would not change or lessen existing consumer privacy regulations,” rather it would prevent the FCC from expanding its regulatory jurisdiction and imposing “prescriptive data restrictions” on broadband providers— measures that Flake’s office said would “negatively impact consumers and the future of Internet innovation.”

The Electronic Frontier Foundation (EFF) said the Senate vote effectively rolled back the online privacy protections of U.S. residents.

If the House approves the act too, it “would be a crushing loss for online privacy,” the EFF said in a blog post. “ISPs act as gatekeepers to the Internet, giving them incredible access to records of what you do online. They shouldn’t be able to profit off of the information about what you search for, read about, purchase, and more without your consent.”

The EFF is asking U.S. residents to call their representatives to voice their displeasure over the CRA resolution.

The movement to repeal the rules put in place by former FCC chairman Tom Wheeler, a Democrat, began after new FCC chairman Ajit Pai, a Republican, took over the position in January.

Under the rules championed by Wheeler, Internet service providers (ISPs) would not only have had obtain consent from their subscribers and explain how and for what purpose the data is collected, they would have to provide such information whenever a new customer signed up for their service.

Pai, in a joint statement with Federal Trade Commission chairman Maureen K. Ohlhausen last month, however, said the rules did not provide the necessary “comprehensive and consistent framework” to be effective.

Pai put the original ruling to a vote earlier this month in a bid to halt its implementation. The successful 2-1 vote in favor of putting the rule on hold opened the door for Flake’s proposed resolution.


avatar

Jennifer Cowan is the Managing Editor for SiteProNews.

The post U.S. Senate Votes to Let Internet Service Providers Share Customer Data appeared first on SiteProNews.

Instagram Finally Offering Two-Factor Authentication

Written by: admin Date of published: . Posted in test

Instagram is upping user security with the option of two-factor authentication.

tumblr_inline_on8rzrNqIG1qm4rc3_540The security feature, which has already been adopted by many technology and social media companies, has been a long time in coming for the popular Facebook-owned photo-sharing app.

Two-factor authentication adds an extra layer of security to your Instagram account, making it more difficult for hackers to access users’ accounts because it requires more than a password. If you choose to use the tool, you will need to enter a special code each time you log in.

To get two-factor authentication set up, simply tap the gear icon on your profile and choose the new option.

Instagram is also toning down your Instagram feed by blurring photos that do not violate its rules but are deemed “sensitive.” The move was a bid to foster a “safe environment” for its users and builds on its community guidelines.

“Soon you may notice a screen over sensitive photos and videos when you scroll through your feed or visit a profile,” Instagram CEO Kevin Systrom said in a blog post. “While these posts don’t violate our guidelines, someone in the community has reported them and our review team has confirmed they are sensitive. This change means you are less likely to have surprising or unwanted experiences in the app. If you’d like to see a post that is covered with a screen, simply tap to reveal the photo or video.”

Instagram has also developed a new site that teaches users how to keep safe on Instagram. The site enables users to explore tools such as account blocking, comment controls and photo tagging. Users also have the option of connecting with support services in their country to read more about the changes Instagram makes to make its platform safe.

More information on the latest updates can be found at instagram-together.com.


avatar

Jennifer Cowan is the Managing Editor for SiteProNews.

The post Instagram Finally Offering Two-Factor Authentication appeared first on SiteProNews.

Instagram Finally Offering Two-Factor Authentication

Written by: admin Date of published: . Posted in test

Instagram is upping user security with the option of two-factor authentication.

tumblr_inline_on8rzrNqIG1qm4rc3_540The security feature, which has already been adopted by many technology and social media companies, has been a long time in coming for the popular Facebook-owned photo-sharing app.

Two-factor authentication adds an extra layer of security to your Instagram account, making it more difficult for hackers to access users’ accounts because it requires more than a password. If you choose to use the tool, you will need to enter a special code each time you log in.

To get two-factor authentication set up, simply tap the gear icon on your profile and choose the new option.

Instagram is also toning down your Instagram feed by blurring photos that do not violate its rules but are deemed “sensitive.” The move was a bid to foster a “safe environment” for its users and builds on its community guidelines.

“Soon you may notice a screen over sensitive photos and videos when you scroll through your feed or visit a profile,” Instagram CEO Kevin Systrom said in a blog post. “While these posts don’t violate our guidelines, someone in the community has reported them and our review team has confirmed they are sensitive. This change means you are less likely to have surprising or unwanted experiences in the app. If you’d like to see a post that is covered with a screen, simply tap to reveal the photo or video.”

Instagram has also developed a new site that teaches users how to keep safe on Instagram. The site enables users to explore tools such as account blocking, comment controls and photo tagging. Users also have the option of connecting with support services in their country to read more about the changes Instagram makes to make its platform safe.

More information on the latest updates can be found at instagram-together.com.


avatar

Jennifer Cowan is the Managing Editor for SiteProNews.

The post Instagram Finally Offering Two-Factor Authentication appeared first on SiteProNews.

Why You Should Forget about Traditional Keyword Research

Written by: admin Date of published: . Posted in test

The vast majority of online marketing campaigns start with a keyword research. It is simply natural — to know how to sell your product, service or content, you need to know how people look for it. How have SEO and marketing specialists done it over the years? Well, they used Google results, they analyzed their competitors, they tried different tools, etc. Then they just picked a bunch of keywords and stuffed them into titles, meta descriptions and content as often as possible. While this method can still work, we need to remember that Google always tries to make it better for its users and, therefore, always creates new algorithms that we should conform to.

The current situation suggests that the traditional keyword research is not enough. The following points will explain why.

SEO is more about people now than ever

Back in the old days, SEO was all about pleasing Google and making everything to look good in Google’s eyes. Now Google’s primary goal is to provide the most relevant content for people as possible. Thus, to please Google now, you need to wow people with your content. Texts stuffed with keywords are usually not very readable or helpful. That is why a new approach to keywords is essential.

LSI approach (latent semantic indexing)

If your goal is to go to the Google’s first page with particular terms, using traditionally-found keywords may not be enough. While it still works at the moment, Google is actively working on a new approach to indexing pages based on the relevancy of content. Google has done it before with its Google Hummingbird, an algorithm that scared all of the marketers, at least for a little while.

LSI is a new thing that everyone is talking about. It’s a smart algorithm that allows you to analyze a page and see how relevant it is to a particular keyword. This algorithm checks not only the presence of the needed keywords but also looks for synonyms and related terms. With the LSI approach, marketers see the necessity of creating high-quality content that would adequately cover a topic and contain all the necessary synonyms and sub-topics.

We need to understand that people are starting to search for things differently. For example, a couple of years ago, people would have typed ‘Italian restaurant Kansas City,’ into the search engine. Now they can just ask Google “Where can I eat delicious Italian food” and, based on their location, Google will show them Italian restaurants in Kansas City.

Google now can understand natural queries. Users often ask personal questions instead of robotic queries that consist of keywords, such as “buy car cheap Missouri.” That is why marketing and SEO specialists need to pay attention to how their target audience behaves online: what they talk about and what questions they ask. You need to analyze their comments, dialogs in support messengers, phone calls, forum topics, etc. These sources can be a great place to look for natural search queries that you may need for adapting to Google’s new algorithms.

How to search keywords

Not long ago, online marketers searched for relevant keyword phrases and then tried to stuff them into content as ia. Now that search engines have a good understanding of natural language, marketers still look for keywords but use them in texts naturally. Keyword research is still the first step of creating your semantic core. The following tips might help you do the best job considering current algorithms.

• Find your main keywords

You can do this with your traditional methods. It is crucial to have a clear idea what your site is going to be about and what pages you plan to create. Here, you need to rely on services such as Google’s Keyword Planner, because you may think that you know perfectly well how people look for your products, but there may be some popular queries you know nothing about.

Remember to broaden your search for keywords. It is essential to use several tools and search as many channels as possible. Market research can be of huge help at this point — for example, a substantial research paper can offer you many insights.  And do not forget to analyze your competitors.

• Add similar keywords

When you have your primary keywords, you need to find as many relevant phrases and topics as possible. You should use the same tools that you did for finding your main keywords.

• Find relevant words

Google can now turn original human queries into standard robotic ones. The biggest search engine uses proper words for that. These are the words that create a topical context of a page and make it more relevant and informative. Beware that these are not the words you rank for.

Relevant words can be divided into two groups. The first one is the synonyms that you can use instead of your main keywords so that you don’t over-optimize your content. Real users understand what you are trying to say using the words “clinic,” “hospital” and  “infirmary.” Google won’t consider a page irrelevant if you use synonyms instead of the constant repeating of just one term.

The second group is co-occurring words. These are the words and phrases often found on pages relevant to a specified query. To find co-occurrence words, you can just type in a query and analyze the first five results. You can use a keyword cloud tool for that.

Well, that’s about it. The main point is that you now need to concentrate not only on what Google wants from a site or a page but also on what people want. No one is saying that you should stop researching keywords. The point is, you ought to change the way you search and analyze them.


avatar

William Sarto is a content marketer and passionate blogger. He loves to share knowledge and experience in his articles describing all new techniques and methods appearing in digital marketing. Feel free to contact him by e-mail or stay tuned via Twitter or G+.

The post Why You Should Forget about Traditional Keyword Research appeared first on SiteProNews.

Why You Should Forget about Traditional Keyword Research

Written by: admin Date of published: . Posted in test

The vast majority of online marketing campaigns start with a keyword research. It is simply natural — to know how to sell your product, service or content, you need to know how people look for it. How have SEO and marketing specialists done it over the years? Well, they used Google results, they analyzed their competitors, they tried different tools, etc. Then they just picked a bunch of keywords and stuffed them into titles, meta descriptions and content as often as possible. While this method can still work, we need to remember that Google always tries to make it better for its users and, therefore, always creates new algorithms that we should conform to.

The current situation suggests that the traditional keyword research is not enough. The following points will explain why.

SEO is more about people now than ever

Back in the old days, SEO was all about pleasing Google and making everything to look good in Google’s eyes. Now Google’s primary goal is to provide the most relevant content for people as possible. Thus, to please Google now, you need to wow people with your content. Texts stuffed with keywords are usually not very readable or helpful. That is why a new approach to keywords is essential.

LSI approach (latent semantic indexing)

If your goal is to go to the Google’s first page with particular terms, using traditionally-found keywords may not be enough. While it still works at the moment, Google is actively working on a new approach to indexing pages based on the relevancy of content. Google has done it before with its Google Hummingbird, an algorithm that scared all of the marketers, at least for a little while.

LSI is a new thing that everyone is talking about. It’s a smart algorithm that allows you to analyze a page and see how relevant it is to a particular keyword. This algorithm checks not only the presence of the needed keywords but also looks for synonyms and related terms. With the LSI approach, marketers see the necessity of creating high-quality content that would adequately cover a topic and contain all the necessary synonyms and sub-topics.

We need to understand that people are starting to search for things differently. For example, a couple of years ago, people would have typed ‘Italian restaurant Kansas City,’ into the search engine. Now they can just ask Google “Where can I eat delicious Italian food” and, based on their location, Google will show them Italian restaurants in Kansas City.

Google now can understand natural queries. Users often ask personal questions instead of robotic queries that consist of keywords, such as “buy car cheap Missouri.” That is why marketing and SEO specialists need to pay attention to how their target audience behaves online: what they talk about and what questions they ask. You need to analyze their comments, dialogs in support messengers, phone calls, forum topics, etc. These sources can be a great place to look for natural search queries that you may need for adapting to Google’s new algorithms.

How to search keywords

Not long ago, online marketers searched for relevant keyword phrases and then tried to stuff them into content as ia. Now that search engines have a good understanding of natural language, marketers still look for keywords but use them in texts naturally. Keyword research is still the first step of creating your semantic core. The following tips might help you do the best job considering current algorithms.

• Find your main keywords

You can do this with your traditional methods. It is crucial to have a clear idea what your site is going to be about and what pages you plan to create. Here, you need to rely on services such as Google’s Keyword Planner, because you may think that you know perfectly well how people look for your products, but there may be some popular queries you know nothing about.

Remember to broaden your search for keywords. It is essential to use several tools and search as many channels as possible. Market research can be of huge help at this point — for example, a substantial research paper can offer you many insights.  And do not forget to analyze your competitors.

• Add similar keywords

When you have your primary keywords, you need to find as many relevant phrases and topics as possible. You should use the same tools that you did for finding your main keywords.

• Find relevant words

Google can now turn original human queries into standard robotic ones. The biggest search engine uses proper words for that. These are the words that create a topical context of a page and make it more relevant and informative. Beware that these are not the words you rank for.

Relevant words can be divided into two groups. The first one is the synonyms that you can use instead of your main keywords so that you don’t over-optimize your content. Real users understand what you are trying to say using the words “clinic,” “hospital” and  “infirmary.” Google won’t consider a page irrelevant if you use synonyms instead of the constant repeating of just one term.

The second group is co-occurring words. These are the words and phrases often found on pages relevant to a specified query. To find co-occurrence words, you can just type in a query and analyze the first five results. You can use a keyword cloud tool for that.

Well, that’s about it. The main point is that you now need to concentrate not only on what Google wants from a site or a page but also on what people want. No one is saying that you should stop researching keywords. The point is, you ought to change the way you search and analyze them.


avatar

William Sarto is a content marketer and passionate blogger. He loves to share knowledge and experience in his articles describing all new techniques and methods appearing in digital marketing. Feel free to contact him by e-mail or stay tuned via Twitter or G+.

The post Why You Should Forget about Traditional Keyword Research appeared first on SiteProNews.