Despite answering millions of search enquiries for decades Google A.I consistently has to recognise new ones every minute of the day. In the past people were more likely to type in a few phrases in pursuit of answers. Nowadays they enter more complex sentences hoping to get a more accurate result. As a result, Google A.I has introduced more complex algorithms to match this demand for accuracy. Today Google will answer directly to the query as well as a list of ‘searches related to’ and other search suggestions such as “people also asked”. In this way they are giving the user more options and actually helping them find relevant info to their original search more quickly. Great for the user but this has made life trickier for SEO professionals.
Here are five ways to help you keep ahead of the game:
1. Optimise your keywords a little bit smarter using 3G tactics.
(G)ather keywords based on your main target words using a keyword tool.
(G)rouping keywords – some tools will do this for you (Moz for example)
(G)enerating exemplars – These are words that are good Synonyms of your main keywords; an example of London apartments prices might be “Cheap studio flats in London”
Checking the related results on Google SERP can help identify the most appropriate phrases to target.
2. Utilize Cluster and Predictive Analytics
Explained simply, cluster analysis means categorising your websites’ current pages into groups based on topic. This helps Google identify and prioritise the main content therefore giving it a better rank.
Google trends is a tool that provides data with regards to what keywords people have used to search in the past, and what is trending. This can help you predict what is going to be used in the future. Good forecasting can make sure your pages are in the right place at the right time, thus improving sales.
3. Use the Power of Customer Testimonies
The logic is that when users create a review they are using “real language”. Google loves “real language” because when people search that is exactly what they use too. For example, “this Mexican restaurant was excellent for the prices”. If someone was to then search “best budget Mexican restaurant”, Google would relate them as a good match. Do not underestimate the SEO power of positive reviews. Get your business listed on Google local and maps. You will be amazed how much coverage you can get based on the reviews left by customers.
4. Use Customer data to predict what your Customers Need
There is a lot of customer data that can be used to predict what users are looking for: The language they use and browser habits for example. By knowing ‘where your customer is going’ you can guide them along the way – right to the checkout.
5. Use AI-Powered Chat-bots to guide customers to your checkout
The big name brands have already realised the benefits of using chat-bots to guide customers toward the product they need and checkout. What is a chat-bot? Think of it as the friend you take with you to help buy new clothes! Many companies are already using them very successfully to increase sales – Definitely something to think about.