Google’s latest algorithm changes place an even greater focus on user intent. While intent has always been a consideration, it was not until recently that Google began to master the specifics of search queries in relation to a user’s intended meaning. The result has shown major variance in search results based on only slight alterations within search queries. For example, a roofer searching for roofing website design will find far different results than they would when searching roofing web design templates. The extra word “templates” changes the intent entirely. The user is demonstrating a need for template examples rather than a more general overview of website design. In today’s episode you’ll learn how this translates to roofing services.
Increasing Nuance of Google Search Results
Google’s algorithm is getting smarter and that’s good news for search users. However, it can be somewhat alarming to roofing contractors who are used to ranking for keywords based on general content. It used to be that a search query like “roofing shingles” would yield results that had loose association to the term. Today, Google has moved closer to identifying the most appropriate page to display for that query. What does this mean for roofing websites? It means that specifics matter more thane ever before. This includes both the implementation of hyper-specific webpages as well as refinement of content within an existing page. Roofers who master this balance will have the most success in 2019 and beyond.
Latent Semantic Indexing and User Intent
When prospective customers search for roofing services, what they don’t intent to do is consume horribly written content with stuffed-keywords. There’s no value to them in reading a bunch of keywords listed over and over again. Instead, they want a more robust overview of a subject. One way to ensure this exists is through latent semantic indexing keywords, better known as LSI. You can use LSIGraph.com to find semantically related terms to your primary keyword. You;ll want to use these synonyms throughout your webpage so that the writing provides full coverage of the subject and looks more natural to read. LSI keywords can also have ancillary benefits as well, including decreased bounce rates and higher internal link click rates.