Content creation is a process that needs to be ever smarter. Google is Industry Email List continually improving its understanding of naturally expressed human language, as its BERT update from last October perfectly demonstrates. Google said - and webmaster trends analyst John Mueller echoed this - that there's really nothing radically new to optimize after the update, other than making sure SEOs write naturally. in their content rather than Industry Email List focusing too much on keywords. The idea of creating content around topics rather than keywords isn't particularly new, so I'm making a case for making sure your
Content addresses exactly what users want to Industry Email List see. Along with all the content research methods you already Industry Email List know - doing keyword research, looking at keyword intent, and using topic research tools - you should crawl the SERPs to see what Google has chosen. to present, especially on the first page. If there's anything to take away from BERT, it's that for the way Google previously understood query intent, it now does it even better. So content that Google deems worthy of positions one and zero—along with any surrounding auxiliary content on the page—is
Likely worth closer scrutiny by SEOs who want to Industry Email List compete. That said, let's take a deep dive into analyzing search results for your own content creation, including looking at the different SERP features to see what they mean, finding out the apparent intent of the queries that led you to those particular results, and ultimately understand and create more competitive content. SERP Features and Intent Search anything on Google and you'll get about 10 organic results in the form of those famous blue links. These are the “money” parts of a SERP, sure, but Industry Email List almost as important are all of the images, graphics, sidebars, and news selections that appear alongside organic results, depending on the query.