Google's Viewpoints On Core Topicality Systems - & How To Improve Yours

The way Google ranks its search engine results pages is something that is constantly changing. The user experience is one of the factors that they’ve tried to emphasize the most, and Google’s representatives have recently doubled down on this in their latest podcast episode. Elizabeth Tucker, the Director Of Product Management at Google, heavily emphasized the importance of topicality within your website content. But, what did she mean by this – and how can businesses incorporate her words into their own SEO strategies? We’ll answer both of these questions below!

Understanding Topicality In Content

One of the most common misconceptions about using SEO strategies to rank well is that keywords are the be-all and end-all. It’s easy to see why people make this mistake; on most search engine results pages, Google will take your search term and bold it for page titles & meta descriptions. While ranking for keywords is still an important part of SEO, it’s only a piece of the puzzle. Topicality revolves around the ability to tailor your website content to a particular topic. For example, an exterior remodeling company operating in a coastal climate might benefit from a blog talking about the most weather-resistant types of siding. The content is relevant to potential clients within their service area. By falling into the category of exterior remodeling, Google’s algorithms are more likely to show that blog to those thinking of upgrading their siding materials.

How To Improve Your Content Topicality

If you’ve found that you’ve been working at your SEO strategy for a while without much to show for it, improving your content topicality is a great place to start! We’ve outlined some helpful tips on how you can improve this aspect of your work below:

  • Write For Topics First, Keywords Second: A big problem with a lot of content planning takes place before any words are typed out! Many people will think of a keyword they want to rank for first and then write something revolving around it. Change this mentality by thinking of a relevant topic first. You can then infuse it with your desired keywords!
  • Make Your Content Multidimensional: If you aren’t familiar with the EEAT principle of content writing, you should be! It stands for “Experience, Expertise, Authoritativeness, and Trustworthiness”. A common mistake is only writing your content to target one specific variable of EEAT (Expertise is a common one). The more you can tailor the content to match all four points, the better topicality it will have!
  • Understand Search Intent: You may understand the volume of a particular keyword, but do you understand the intent? Before you start writing for a topic, think about your desired keywords and the context behind why someone would search for them. Make sure to provide that context within your content!

Improve Content Writing & Ranking With Boston Web Marketing

Content is still king for an SEO strategy, and its one of the things that the talented team at Boston Web Marketing does best! No matter if it’s a blog, service page, service area page, or any other types of content, you can count on us to create the most tailored and optimized versions. As the foundation of any good SEO strategy, you can’t afford to leave this factor to chance! Contact our team today to put your ideas in the best possible hands!

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