Gone are the days of keyword based SEO algorithms. New age based marketers today rely on user experience based SEO strategies that are increasingly becoming popular for B2B and B2C consumers.
No Strings attached
After the introduction of the Hummingbird update, users have observed that Google has started putting lesser emphasis on keywords and more on user experience and as per experts this trend is likely to continue. For webmasters it is important to know the concepts related to this new trend.
Is it obsolete to use keyword based strategies?
Although it cannot be confirmed that keywords are not relevant anymore, it is now an increasing trend that Google is placing more emphasis not just on keywords but understanding keywords related to the content and people, places and things.
Search engines are now going beyond keywords
Search engines are now using query reformulation technique to produce search results. In such situations the search query may not even include the keyword in question.
Words have multiple meanings
Google uses geographical signals, previous search signals and statistical signals in order to identify the most popular reasons, users search for a phrase and the display results based on that search. In other words Google uses user intent to display results and not necessarily keywords.
Does Google now use collective intelligence of the web to display results?
Although it is not officially confirmed, many users feel that Google no longer uses the keyword based method to display results. Rather it now adopts a more human like approach and tries to display the result using next generation techniques that seek to categorise and display results based on the criteria of collective intelligence.
Crafting content around user experience
The approach now is to build content that is real and not keyword based.
Users share experience not links
User experience based content is real and not artificial and so it is better. Also it relates to an actual experience that is narrated or described and not shared as a link.
It is important to cultivate a user experience
As far as possible content writing should produce content that is fresh, relevant and can be shared. By producing sterile and plain pages the user experience portion is left out and that is why this is not a good practice anymore.
Google gives preference to User experience
Google relies on users to share their experiences on the internet so that the feedback can be used to create rich storylines that are not artificial but genuine in nature and based on what the reader is looking for.
Has Google created a User Experience algorithm?
Some users believe that Google has already created such an algorithm, but there is a lot of speculation. There is however consensus on the fact that Google has updated its mobile algorithm to prefer mobile friendly sites.
Outreach Feedback is important for the health of the website.
This feedback can be negative or positive but either one is important
Dwell Time
Users must ensure that the content on their site is relevant and useful for visitors. Visitors should perform actions such as clicking a link, downloading a file or becoming a lead. The CTR should be good and high. If it is low then it implies that the site did not deliver.
Make visitors stay on your site
Users must optimise the user experience on their site so that visitors stay longer.
Users must make use of Post transaction funnel
Users must report to Google about how visitors experienced their visit to the user’s site and whether that experience was shared or not and what was the feedback.
Joining the experience
Users must share the experience of visitors over sites such as Amazon, Tripadvisor and others
Marketing the experience
This is done in order to maximise the revenue potential through advertising and sharing the user experience not only on the website of the user but on other platforms as well.