This is a guest contribution from Jim Burch, a copywriter from St. Louis.
When you use Google Analytics to track your blog’s traffic, you may see (not provided) on your list of keyword searches. Simply put, this is Google’s way of encrypting keyword searches in the name of privacy and security.
If you heavily rely on keyword analytics for the content you produce, you may be in a bit of a panic. What was once a quantitative measure to strengthen search engine rankings is now much more qualitative. As a blogger, you want to see every piece of analytics behind every keyword, but in 2013 that’s just no way to do business.
The Web is the only medium where people write for machines instead of people. You get so caught up in keyword density, you may forget actual humans are reading the content.
This Is Good
The first point to understand is this is an improvement for the Web. Adjustments and transitions will take time, but in the end, the general quality of content is about to increase. Imagine if off-Web content was written to fulfill SEO and keyword standards. What would an Ernest Hemingway novel look like if it needed to rank for “great American author” on Google? Hemingway didn’t write for Web crawlers and neither should you.
“Content is king” and all those wonderful cliches still apply, but there’s a little more work to be done now. Digital marketing agencies are looking ahead on this. The marketing blog at iAcquire recommends implementing a “content system” to create content that is both high-quality and consistent to get the jump start on life after (not provided).
Creating a Content System
A content system is an efficient way for bloggers to produce high-quality content while staying organized and consistent. The switch to (not provided) keywords is seen as a restriction by some, but really it’s an invitation to rock some of the best and most-effective content the Web has ever seen. You just have to add the layers to form one delicious cake. What does a content system look like? There are a few elements:
- An editorial calendar that is both active and consistent. Follow it and use it to keep up with consistent social media and blog posts.
- When you’re constructing blog posts and social media, keep the themes consistent. You can thoroughly cover a topic and keep readers engaged through all social media platforms.
- Stop writing for keywords and start writing for people — your audience.
Authors with Authority
Gaining Google Authorship or collaborating with a writer with Google Authorship can be a big asset to your blog’s rankings. Google’s most recent update may give more power to authors who use Google+ and Google Authorship.
Who writes a post could be as important as the site on which it’s published, in the eyes of Google’s web crawlers. This makes the relationship between the author and the publisher mutually rewarding — the publisher will get stronger rankings from quality authors and the author will drive up his or her own authorship ranking with each post.
Not Everything Changes
Keep in mind, just because Google isn’t providing raw data on keywords doesn’t mean its algorithm doesn’t count them. So don’t throw the whole strategy out the window.
These changes are designed to refine existing strategies, not rewrite them. If your work help boost rankings in the past, keep doing them. The addition of better, more consistent content will help rankings in a more organic manner, even if you can’t see feedback from specific keywords.
Bloggers Have It Best
While marketers are scrambling to adjust methods for better rankings, bloggers are good to go. Chances are, you were always writing for an audience first and search rankings second. This method of organic content is going to pay off now that Google rewards both concepts and authorship more than ever before. It’s time for players who cut corners to step back in second place. Bloggers who do it the right way, have been doing it the right way, are about to take the lead.
What do you think? Will the new Google strategy help or hinder your blogging?
Jim Burch is a copywriter from St. Louis. Jim has spent the last 2 years specializing in writing for SEO and helping some of the worlds biggest brands build out their content marketing strategies. He specializes in advertising and marketing and also covers a variety of health and fitness topics.