With the recent tender and Penguin updates the world of search engine optimisation has changed beyond measure. What used to work last year and help our clients rank number one for their keywords does not work in 2016.
Optimisation is no longer a question of putting in the correct H1 tag or constantly repeating keywords and keyword variations, using bold italics ordered lists H2 is H3 except.
The use of language and the spoken word
It is now a question the use of language. One of the biggest changes Google’s maintenance algorithm is given it a larger degree of intelligence.
The intelligence is largely centred around its ability to remember and correlate sentences and even short paragraphs into its algorithm, looking for common uses of language like synonyms, antonyms etc in order to be able to disseminate between websites with information of low value and websites that are both professional and expert.
A simple example is to count the number of words within the website and then to identify the number of unique words within the entire websites content. An expert, with access to the latest information will be able to show the level of expertise knowledge and experience through an increased number of unique words.
Adaccus uses various metrics to measure whether or not the content we create falls into this expert category. We scanned in the number of books written on spedfic themes and made a note of the percentage number of unique words within the content.
Practical Applications, workable solutions
On a practical note this means that the content creation process starts with the identification of core keywords, is then passed to our own in-house content writers who in turn passed the content onto the client to ensure that the facts and figures descriptions and words we use are conducive of expertise.