Why Relevant Content Matters
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If you’re not deep into tech news, you might not know that Google purchased DeepMind Technologies, a London-based company specializing in artificial intelligence, for $400 million. Integrating artificial intelligence (IA) is a top priority for Google, and the reason why relevancy is becoming increasingly important to Google’s Algorithm implementation.
“To improve rank, the important thing to understand is where Google is going, and what that means to you as content developers.
Google wants to implement (both in search and in devices) the ability to recognize and predict user behavior. This helps Google deliver better user experiences—both in terms of delivering improved search results when you type massacred words in the search box, and to recognize requests despite thick accents and foreign languages. (“Google Now” voice search feature is well poised to become as useful as its traditional search box.) The search giant is also actively working on the technology behind remembering user behaviors throughout your day in hopes that you will be brand loyal for their devices and apps, in addition to their search engine. Google has made great strides laying the technological foundations in the widespread use of Android, which now respectively dominates 81% and 67% of the global smartphone and tablet markets.
“Here is the good news for content developers; predictability and relevancy doesn’t require the purchase of a $400 million AI company to win in rankings.
Creating Audience Insights for your target audience, Customer Journey Maps and a Content Strategy allows you to understand precisely who your target audience is, and how they behave. It also helps you pair their buying cycle with your sales cycle—something that helps with conversion prediction and improves ROI. The benefit to content creators is this: when you are armed with this type of psychographic intel, your content is exponentially rewarded. When paired with analytic tools on the back end, content creators can become even more precise in improving engagement and loyalty. As Google plows forward with their strategy, having a deeper understanding of your audience will become more imperative. Instead of the widespread panic created each time a new Google rollout occurs, being proactive with a solid content strategy will keep you ahead of your competition.