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Google is constantly changing its algorithms to enhance the results that users’ searches bring. The biggest change came with Hummingbird, which caused some concern for people and businesses with websites. One of the big results of this update is that conversational keyword searches will rank higher and provide more relevant results.

What is a Conversational Keyword Search?

A conversational keyword search is queries that sound more like a real person. You will often find them in question form since that is how people talk. For instance, instead of typing in “baseball scores Thursday night,” people can type in “what were the final scores in baseball last night?” and get the correct results. Users have spent far too long trying to figure out what words to use to get the results they want; with conversational keyword search, the job of creating relevant results falls to the search engines and the content providers.

SEO Strategy Going Forward

So, how does this move to conversational keyword search affect your website? It should bring more relevant visitors to your site if it has been created correctly. When people search for information about the products or services you offer, your site should be among the results. How close to the top of the results it ranks depends on how relevant it is and what kind of reputation you have with Google. Here are some ways you can incorporate these conversational keywords into your SEO strategy.

  1. Build some keywords by asking the major questions for your business and products or services: Who, What, When, Where, Why, and How.
  2. Create content that answers at least one of those questions. Determine your topics by deciding what questions users would be asking that your content can answer.
  3. Focus on superlatives, such as What is the best? Or What is the top recommended?
  4. Remember to answer those questions on your landing pages to draw more customers in. You can even build a blog with posts dedicated to answering the questions.
  5. Remember that negative questions have a purpose, too. You are trying to solve a problem for a customer, which may mean they are asking a question with a negative format. An example is “Why won’t my car start?” or “Why does it take so long for pages to load on my computer?”

Do Keywords Matter?

With this change in search, you may wonder if keywords are relevant at all? The fact is that good content that solves a problem, offers information, or helps a reader in some way will most likely contain the keywords that belong. However, the focus is now on creating content that answers the questions searchers are asking instead of trying to fit certain words in the article or blog post.

While change is often scary, the move towards conversational keyword searches should be viewed as a good thing. And if your website is focused on providing valuable information to your customers, then you will only benefit from the change.