How PR pros can boost content

Great content can build trust among consumers, win you favor with Google’s search rankings and more. Here’s what you should know about adjusting your content marketing strategy.

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With Google constantly working on upgrading its search algorithm to better understand user queries, more emphasis is put on user satisfaction and high-quality content.

In September 2013, Google announced Hummingbird, which was designed to focus largely on addressing and understanding of natural language. It pays attention to individual words in a query, making sure the entire sentence, meaning or conversation is taken into account, rather than individual words.

Soon we will see the improvement in the understanding of what pages best match users’ intent and how comprehensive a particular page is in addressing their needs.

With this in mind, well-crafted content will remain a crucial ranking factor. As Google puts more focus on evaluating user engagement and content’s usefulness on pages ranking higher in search results, semantic content optimization is a hot topic in the digital marketing industry.

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