Mistake 2: using only the “dry” keyword

jogoterbaire@

Way back in September 2013, Hummingbird arrived , the Google update that revolutionized the search engine's way of understanding content on the web and had a significant impact on SEO copywriting strategies.In establishing the relevance of a web page to a search query by the user, no longer only the Keyword itself and its repetitions in the text came into play, but the entire semantic macrocosm around the search term and the way it was expressed and referred to in the article.



The crawler no longer expects texts with the keyword repeated Special Data several times, but variants, synonyms and related expressions The crawler no longer expects texts with the keyword repeated several times, but variants, synonyms and related expressionsBefore September 2013, once the keyword of interest had been chosen, there was a tendency to use it in a dry (sometimes even aseptic ) manner within the text, often forgetting that the target of the articles were people and not robots.With the arrival of Hummingbird this practice has become even more useless and harmful : now the search engine is trying to get closer to human understanding and it is time to also include variants, synonyms and terms related to the keyword , which serve to consolidate the topic which we talk about by addressing it with natural terms.Mistake 3: Writing articles that are too shortLet's go back for a moment to the offline example given at the beginning of this article, when we had established that the most professional answer to our question on which product to choose between relation to different needs.The reasoning is very simple: more argumentation very often implies a greater number of words used.





It goes without saying that, even on the web, articles written in a hasty and poorly argued manner, therefore too short, are destined to be unprofitable.Google likes to see commitment on the part of the writer, as well as seeing interest on the part of the reader: this is the truth. The goal must always be to create truly useful and comprehensive content , which addresses the topic from multiple perspectives and goes into just enough detail to satisfy your target audience.It is true that there are some questions that require a few words to answer, but these are exceptions.This is demonstrated by several studies carried out by analyzing the results of SERPs (search engine results pages), such as the one carried out by SemRush in 2017 on the main ranking factors, from which it emerged that the pages in the first 3 positions had 45% of text more than those present in the next 20 positions.