Creating content that resonates can help brands satisfy Google’s and audiences’ expectations

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 17, 2020, 5:18 PM UTC

Writing content with semantically related terms can improve brand authority.

Rather than planning content around Google’s algorithmic changes, brands must leverage the search engine to create resonating content and deliver enhanced user experience. Paxton Gary, CEO of 97th Floor states, marketers must create copies that satisfy users’ content experiences and prompts Google to display their content.

With Google’s recent updates including Largest Content Paint (LCP), Input delay, and Cumulative layout shift, brands must ensure their content complies these elements. Content marketers must strive towards a cognitive shift and focus on using Google to understand their consumers’ needs better.

While tracking audiences’ behaviours in a post-cookies world would be challenging, using tools like keyword research, social listening and semantic analysis can help gather valuable insights. Conducting TF-IDF analysis by identifying, analysing and reverse-engineering conditions allows marketers to identify high-ranking semantic keywords.

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