Content Marketing It’s All About The Google User Profile
Recently I read a blog posting on contentmarketinginstitute.com by Paul Hill about the effects of Google’s latest update Hummingbird. He talks about how Google is working on improving the search result and brings the classic example of a person searching for the “Taj Mahal” the question becomes what is this person really looking for, is it for a landmark in India or for a local Indian resultant on Broadway rd.
In his posting he goes on and gives great ideas on how to market your content and I really enjoyed reading it though, he didn’t go too much into how Google understands the user better, so, I wanted to explain more about this and how it works and how content writers need to prepare.
Imagine a person who is about to go on a wild life trip to Africa, he prepares for his long awaiting dream looking at different countries on Google Maps, researching in Wikipedia all about countries like Zambia and Zimbabwe, places to stay in Cape Town and cheap flight to Namibia. After a few days or weeks his cookies are full of traveling related stuff, more exact Africa.
You know those commercials that pop up on YouTube when you’re watching a video offering you an item that you bought yesterday on Amazon, well; this is kind of the same thing. Google is constantly building a user profile on you, while you are logged into your Gmail and chrome accounts Google is working hard building your profile to figure out what is your next search, not only the search but what you really mean and what you want to see. So, say our traveler searches for a “Jaguar”, Google who knows that this user is on his way to the vacation of a life time in the deserts of Botswana will show him results related to the four legged fast Jaguar Cat and not the car or a local dealership.
How does Hummingbird affect your content writing?
Warning: I own many website and I have been taking hard hits on some of them, and some believe that it is content related I come to you with this idea but I am no SEO Guro and I can’t tell you that what I am about to say is proven 100% but this is what I’ve been trying to do as of lately. I also don’t see how this idea can affect your site in a negative way.
Now that I got that out of the way.
Based on the understanding that Google knows the user and what is going on in his or hers life I started to add sentences that target my audiences past searches. For example if I am marketing a website that offers a daycare for children between the ages of 1 and 3 I would add content that focuses on what lead the customer to look for a day care. Teams like “at what ages should my child start playing with other kids” or “companies that let you bring your children to work” “companies with day care” “safest cities to raise a children” and so on.
What Is Past Searches?
Think of the fact that Google is indexing your site by not only categories and keywords but by solutions, what problem do you solve so when a search is done. If a keyword is in your portfolio, you should have already been ranking for some of the past searches the searcher did, the more you come up for the broad terms the more relevant you are for the exact term.
This also explains why Google removers the option to track the keyword in which the user searched to reach your site. Because if your SEO is done right, you’re going to gain more traffic from search teams that you were not aware of or that you viewed as long tail and mostly none relevant or low conversion keywords. That and the fact that to get the data you need to spend money on Google Pay Per Click.
To see the original posting about Google Hummingbird.