Use simpler and focused keywords to create relevant content

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 13, 2021, 6:25 AM GMT+0

71% to 92% of clicks captured on Google’s search results are on the first page.

Creating quality content helps inform, entertain, and attract the reader’s attention, as more have become savvy to ignore irrelevant content. As users seek instant gratification, many searchers don’t go beyond the first page of the search result.

Marketers must ensure their content and site is relevant and optimised for the search engine’s algorithms. Since readers now browse using keywords and use autocomplete to inform searches, brands should create content with simpler and more focused keywords.

Also, readers seeking relevant content have evolved to use shortcuts like "Command or Control + F" and use incognito to search for relevant content without the predictive elements. To connect with readers, brands must create and highlight content that addresses their issues and engages them authentically.

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