At the heart of any successful website and online market strategy is quality and relevant content. Content is increasingly more important for many reasons, but the need for variations in the same type of content is an advanced online marketing concept seldom discussed.
This article will discuss an important change occurring in search engine models and the reason variations in content form is more important than ever to a website owner.
Online Search Development
One such reason is the continuous development of online search technologies which aim to provide the user with what they are searching for online. As part of the internet search process, search engines sift through countless heaps of content on the World Wide Web related to the current search query.
In an effort to improve the relevancy of search results, search engine algorithms, among other factors, calculate content quality as to return with the best suited content for the query and for the actual online user.
Since search engines desire to bring the online user directly to the answers they seek, their must be actual relevant content for that answer to be provided. It therefore makes sense that search engines, such as Google, reward websites that have fresh and original content with more traffic to the site.
For those of you unclear on predictive search, ever notice how Google shows certain results as you type. This feature is known as Google Instant, which only scratches the surface on what the predictive search model is all about. Basically, queries are predicted in a drop-down box and search results are displayed below this.
The Google Instant feature may be interesting in itself, but what is truly game changing is what the predictions are based on.
Popular Search Trends
The predictions are based on popular search trends as well as the user’s unique online behavior . Google is looking to create an enhanced experience for online searchers, minimizing search time (by an average of 2.5 seconds) and narrowing down to the most relevant results.
In order for Google to narrow down to the most relevant search results, it typically includes as part of its results the freshest and up-to-date information it can find on the topic.
Expected User Behavior
The shift predictive search brings to content creation is not necessarily that the technical rules of content creation are changing but rather the expected user behavior is becoming more important than ever.
For example, the answer contained in the search engine result may be the same, but some searchers prefer a scholarly article filled with citations as the form in which they prefer their answer, while others prefer an image-based info-graphic or video tutorial as the content-form.
Google claims the basics of Google search and how Google determines relevant and ranks results are still the same.
With the knowledge that Google search will constantly be made simpler for the individual online searcher, search engine-marketing strategies must now also realize the increasing importance of unique searchers’ preferences. There is now a lot more need for content to vary in form as missed opportunities may occur due to lack of proper content.
If the type of content preferred is not readily available, the results will differ by user and online visibility will be effected.
Variation in content form is not to be confused with duplicate content. All content should be fresh and original and never duplicated. Variation in content form merely means varying types of content should exist through out a website in order to help improve overall search results of a website based on a predictive search engine model.
The information source of the content, such as the facts based on the content, stays the same but the different ways it can be presented is limitless.
Remember, fresh and original varying forms of content – after all we are dealing with predictive search more and more now!