Google has completely turned the search engine optimization world on its head. In the past, online marketers have had the ability to determine the effectiveness of content based on keywords. This is no longer possible with Google’s (not provided.) Building off of the search engine algorithm Hummingbird, (not provided) takes keywords out of the SEO conversation, and puts the focus on quality, topic-driven content. As a content provider you need to understand how this affects you.
As Forbes put it, “the key to making the right decisions about SEO is to understand where Google is going.” If online marketers do not adapt, they will be left in the dust. Same applies to those writing SEO content for these marketers
Content creators and marketers must understand the changes
Google (not provided) eliminates the ability to track content based on keywords. Google wants users to search terms the same way they would speak them. As a result, they want content creators to build their content the same way. In the past, online marketing success could be analyzed based on Google Analytics and keyword success. Instead, now all you see is (not provided) where your keywords used to be shown.
Trusting your content quality
You no longer have the ability to determine which keywords are working and which are not. This is because Google wants your content to be based on actual search terms, not keywords. Entering “healthy apple pie” now in Google, for example, is going to net different results than “how do I make a healthy apple pie?”
Taking away the keyword statistics forces content marketers to trust the content that they are putting together. This means content providers will have to build quality content and links geared specifically to target audiences. You may not be able to gauge keyword success, but you will be able to track success in other ways. This includes seeing how you are reaching users on social networks such as Facebook and Twitter, gauging interest and success in what the content is providing.
Changing your content to prepare for the now
SEO savvy content providers are going to have to change the way they create content. If you want to net positive results in the Google (not provided) world, you need quality content that is focused on topics. The sites that will appear on the top of search results will be those that have the highest quality content that answers the user’s needs. Do not pay attention to keywords, pay attention to taking care of your users’ needs.
So what do we mean by quality content? You as a writer will have to formulate all of your content around your target audience. If the site offers advice on high-end automobiles, your content must be focused on that. You will not jump up in the search engine rankings by cramming content and links with a keyword such as “quality cars.” You are going to have to create informative content. You're probably already doing this, but you need to be more aware than ever of its importance now that Google has brought the hammer down on keyword-focused content.
"Free range" storytelling
So what do happy chickens and great content marketing have in common? Both are free to roam. This means that content marketers and their writers are now free from keywords and can focus on storytelling and other techniques that result in better engagement with audiences.
Answer the questions your target audience is going to search for. The Huffington Post put it nicely in stating that the Google changes rewards “those willing to put the effort in.” You as a content writer will have to create more niche content focused around who will seek out your client's site. This should give you more freedom in what you write and the content you provide.
Google (not provided) is not a death sentence for SEO. If anything it is a blessing in disguise. It frees you from keyword cramming, but requires higher quality content. You as a writer are going to be pushed for higher quality and more targeted content. Every piece of content written must have a target audience in mind. Doing this from here on out, and linking to other sites that do the same, will help ensure you benefit from the changes, not falter as a result of them. You are free from keywords and can now focus on what you do best, creating quality content.
