User Needs
While we need to keep Google in mind, with the move to measuring User Experience (UX) it’s time to revisit your keyword research and bucket targeted phrases into user intents instead. So I google for Golf Balls. What is my intent, research would indicate I want to buy golf balls, so pages that help me do this will rank higher! Giving users the experience they expect can help with conversions and SEO performance, creating a dual benefit from the effort.
This can mean restructuring the content efforts to an intent-based approach. This will require migrating some of the existing copy throughout your website to other areas, providing different ways users can find and ultimately engage with you. The good news is better serving your users contributes to SEO lift.
Formatting content for more search exposure
SERP features like Google’s “People Also Ask” drop-downs continue to appear in an increasing amount of search results. To achieve this visibility you need to reformat your existing content with proper headings and presentation of your content into easily digestible formats.
Review the results for your target keyword phrases. Is Google showing SERP features with bullet points, numbered lists, or other formats? If so, this presents an opportunity to restructure your content to make it more digestible for users and more Google-friendly as well.
Take cues from who is already getting this additional exposure, follow their lead when reformatting your content, and apply the practice on new content initiatives moving forward.
Moving “SEO” content off Ecommerce category pages
Let’s look at an example take a user searching for “party dresses” most wants to buy a party dress in the near future. So to get a good result and meet the user intent create a category page with different party dresses for sale, with filters for size, color, and other features, perhaps with a blurb of text about why the user should buy your party dresses.
A key SEO goal is to improve User Experience so focus on making the page functional from a UX perspective, allowing users to easily sort and filter items to find what they’re looking for.
Maintain content freshness
For most user intents, there is a benefit of ensuring content is up-to-date and relevant for the query. A user searching for “best Hybrid Cars ” shouldn’t land on a page written 3 years ago, as technology has evolved and the content would no longer be relevant for the query or beneficial for the user. 
While there are certainly evergreen and factual topics that don’t need this extra attention, it’s good to review all content periodically to find where improvements are needed.
When revisiting your existing pages to find opportunities to update the content, be sure to add current date to the article (which you’ll need to regularly maintain every so often), ensure there is proper authorship associated with the page, and incorporate other optimization techniques outlined in this article. It’s easy to ignore old pages, but small updates can help boost their visibility in the SERPs once again.
Use content for different purposes
Look for opportunities to create content that informs, positions them as an authority in their industry, earns backlinks and brand mentions, and creates goodwill. It pays to give a little rather than focus on the BUY NOW mentality. This variety of purposes will help in forming a well-rounded strategy and can help in targeting different audiences.
Take a look at Google’s own Google Suggest drop-down recommendations for your keyword phrases. This will give you insight into additional topics you can write about which pertain to your business that people are actively searching for. After all, this is what people are searching for.
Using branded content is an important part of any SEO content strategy. Branded content helps build trust & authenticity, creates knowledge panel opportunities, and can insure against any online reputation management issues should they arise in the future as well.
Detailed “About Us” and “Contact Us” pages with clear & consistent contact information is a required “E-A-T” signal and is further highlighted in the Google Quality Rater Guidelines. You can also leverage your brand’s story for corporate social responsibility initiatives and create goodwill with your users and community.
Use media
Images say a thousand words then what does a video or audio clip do? These are great ways to provide additional context to a piece of content, break up the text, and increase engagement on a page. Incorporating various media on a page can help increase conversions too, building further trust with your visitors and bringing them deeper into your conversion funnel. 
There’s a big traffic upside here as well with Google Images acting as the “#2” search engine and YouTube the “#3”. Always make sure efforts with images & video are properly optimized to encourage visibility within those platforms.
Long-form & link-worthy content
Where appropriate, taking an in-depth dive into a topic can produce greater keyword visibility and more organic SEO traffic to a page. It can also help the page become more link-worthy and act as a “link magnet” that people can’t help but cite.
We’re often asked by new clients how they can become THE expert in their field, and deploying these linkable assets on a regular basis is an effective way to cross the finish line. In-depth resources can help position you as an industry thought leader, especially if you’re able to incorporate proprietary data and original research into the efforts.
Some ideas are “Ultimate Guides”, long lists (“50 places to…”), and topics where you can visualize data in infographic or video format.
In addition to helping you rank better and attract backlinks, long-form and in-depth pages improve engagement and create internal linking opportunities to funnel link equity to your key SEO landing pages, encouraging them to rank better in Google and ensuring your SEO performance throughout 2022 is the best it can be.
Look at your H1 tags
Over the past year Google has started to rewrite title tags. They do this when they consider a page’s title tag is (a) very long, (b) over-optimized, or (c) their rewritten title would create more engagement and better serve the user. It all comes back to User Experience.
If Google changes the H1 tag they will use part of a page’s text when it includes the user’s search query. When writing content give your users a reason to click on you rather than your competitors. Use your company’s unique selling propositions throughout your copy (“free shipping”, “best prices”, “5 star reviews”) can help earn a click-through you may have otherwise missed out on.
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