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What's in a word?

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A SEO Linguistic, Google Natural Language Processing & Keyword Analysis of Customers and Content

Since the age of 15 and being in a band and realising I had a natural talent for lyric writing. Becoming interested in becoming a writer and publishing my first book in 2004. Together with having been working in SEO since before 2002 (before we called it that) and gaining the understanding of keywords and keyword phrases and their importance to both search engines and users, through to training in copywriting all the way through to recently becoming a certified practitioner of neuro-linguistic programming, I have had an interest, borderline obsession with words. An obsession of the importance or words and the power of words.

So when the theme of internet marketing started to change I was delighted. Content is king they said and to a creative writer this is great news. After all we thrive on creating content, we do it in our sleep (that is not bragging that’s just a fact, dreaming is an excellent way to come up with great content), we do it whilst we are walking down the street and when we should be listening to others.

However, whilst I agree to some extent that content is king I have long also believed that maybe that if content is king then surely the customer is the queen, and so as not to be sexist and because I live in these British Ilse’s where the queen is our ruler maybe we should rethink our strategy here. If the customer is the queen and then the content is the Duke, but hopefully not coming out with some of the social awkwardness that the Duke of Edinburgh is famous for, then surely we should put the customer first before the content.

My point in this article though is twofold:

  1. When creating content for our websites, digital media and so forth we should first consider the customer, the intended audience, how well do we know our customers persona’s? We need to write the content to engage with them.
  2. We need to understand the words our users, customers and audience are using to better engage our content with them; I believe digital analytics is key and using keyword analysis, social listening, semantic understanding, sentiment analysis and social neuro-linguistic profiling will better engage our customers and tick the Google Language Processing box.

So, when creating content; first consider the customers and their persona or social psychological profile, second; understand the words they use, talk their language.

Over the next three articles I am going to look at;

  1. SEO / Digital Marketing Linguistics – what is it and why is it important? (being posted later today, although I have to take the dogs for a walk, go and get a bottle of wine and cook dinner so anything can happen)
  2. Google Natural Language Processing and HummingBird
  3. Keyword Analysis – what does SEO / Digital Marketing Linguistics and Google Language Processing have to do with it?

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  1. Sam

    Clearly it wasn't the end of the week at best since as that was back in Oct and somehow it's January and still the article hasn't appeared. Simple reason.. I got busy. Often for those of us working in the digital marketing and SEO space we preach the good word but practicing what we preach on our own behalf is hard.... so simply do as I say not as I do, or don't there is no judgement here :-)

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  2. Sam

    Ok when I said later today yesterday clearly things happened and I got distracted, I tend to do that. Anyway, now I am off to Germany for work so it will be the end of week at best,

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