The Impact of Content Updates on Keyword Optimization Strategies

Today’s Ask an SEO question comes from Ines, who asks:

“Can we go over how/if keyword optimization will change (after the Helpful Content update)?”

It's a common question that comes up frequently, especially when websites face penalties, stay the same, or drop in rankings.

The approach to keyword optimization should remain consistent because SEO professionals should focus on optimizing for the overall user experience rather than specific keywords.

To ensure that Google displays and enhances your page effectively, it is important to optimize it for both the topic and the solution. This way, the person searching will find value in the page they visit.

Keywords play a crucial role in making a page understandable to search engines. It is essential to use phrases and jargon that resonate with your customers to make the content relatable.

Speaking your customer's language can boost conversions by being relatable. Instead of fixating on keywords, it's more effective to concentrate on understanding the searcher's intent for driving traffic and conversions.

When you add the keyword naturally throughout the page, it will reflect how a real customer would use it. Let me show you an example and then provide more details on optimizing the content based on keywords.

If the keyword is “blue t-shirt,” do not do:

Title Tag – The Best Blue T-Shirts from Blue Tshirt Store.

H1 Tag – Check Out Our Collection of Stylish Blue T-Shirts!

Blurb – Looking for the most comfortable blue t-shirts around? You're in luck! Our shop offers a variety of blue tees in crew neck, v-neck, and wrangler or baseball styles. Choose from a selection of materials including cotton, polyester, and blends. Start shopping now to find your perfect blue tee!

Keyword stuffing, or excessively using a keyword phrase, is not necessary for optimization. Modern search engines can understand the context and structure of a page to determine the content of the product or service. This means you don't have to constantly repeat variations of the same keyword phrase like "blue t-shirt".

Breaking the habit of overlooking important details is crucial for achieving success with spam, core, and HCU signal checkers and algorithms. I must admit, it's a tough habit to kick!

When working with our clients, we often have someone unfamiliar with the content read through to provide a fresh perspective.

If the test groups show confusion by changing their facial expressions, repeating phrases, or pausing to laugh, it indicates that the content is keyword-stuffed and needs to be rewritten.

A useful tip is to conduct informal research at coffee shops or cafes with a steady flow of customers. This way, you can gather feedback without anyone catching on, as people are often bored while waiting for their orders. Sometimes, you can even offer to pay for their coffee as a thank you for participating.

Let's explore a different approach to conveying the message in a more SEO-friendly manner, while reducing the emphasis on keyword optimization.

In this case, I am considering the types of phrases that can address a customer's inquiries and integrating them into the structure and content. This way, visitors will feel confident that they have found the right place.

It may look like:

Title Tag – Comfy Blue T-shirts Available in Popular Styles.

Looking for a blue t-shirt for sports or casual wear? You're in the right place! ABC brand offers a wide variety of graphic tees for school or blue sleeve wranglers for baseball. No matter what style you're looking for, we have it covered with our selection of tees in different fabrics and styles.

This copy may not be flawless, but it effectively communicates with the reader and suggests that a solution for their "blue t-shirt" needs might be available. However, there is room for improvement.

In my experience, the relevance of a header tag can influence the content that follows. For instance, if the H1 tag is "Blue T-shirt," it is important not to simply repeat this in the subsequent text.

The blue t-shirt is a versatile wardrobe staple that can be dressed up or down for various occasions. It is a classic piece that never goes out of style and is a must-have for anyone's closet.

By understanding the reasons why blue t-shirts get returned, we can provide helpful hints to customers to make better purchasing decisions. This not only reduces the number of returns but also saves time for both customers and our customer support team. Ultimately, this leads to lower overhead costs and quicker resolutions for genuine customer issues.

Issues you may discover in our fake scenario may include:

Faded during the fifth wash.

Didn’t fit or was too tight.

Ripped after wearing.

The colors didn’t match the photos.

Arrives after the needed date (think print on demand for parties).

Gather customer support and warehouse feedback to generate a keyword cloud. You can also utilize AI or a custom GPT to create a keyword cloud consisting of the most common three to six-word phrases. This method can help you address customer needs and incorporate longtail phrases that are topically relevant on category and product pages.

Once you have these, think about where these answers can be included on the page:

A few additional words in the product description or category.

FAQs on the product or collection/category page.

The blurb at the top of the page, or if needed, below the product grid.

You can also add it in your live chat scripts, but it won't improve SEO.

You can consider adding content to a column in the products and site search box. However, site search doesn't impact SEO, so I'll discuss it separately if needed. How does this connect to SEO?

Modern search engines aim to display the most relevant results to users. If someone is searching for a product that ships quickly, has good reviews, doesn't fade, and is durable enough for summer camp activities, having this information on your webpage will signal that you have a solution to their search queries. However, it's important not to go overboard with unnecessary information.

Here’s what the page may look like now:

Title – Fade-free Blue T-shirts in Multiple Styles & Materials.

Looking for blue t-shirts that stay vibrant wash after wash? Look no further than ABC brand! Our collection includes a variety of blue t-shirts perfect for baseball games or everyday casual wear. Made from durable materials like cotton and mixed blends, these shirts are designed to last. Plus, they're fade-resistant and machine washable for easy care. Sizes range from XS to XXXL, ensuring there's a fit for everyone. And if you need your shirt in a hurry, we offer 2-day shipping. Pro tip: Consider sizing up, as these shirts can be a bit snug in the chest.

Make sure to include FAQs that are specific to the blue category of t-shirts. If the FAQs apply to red, white, green, or purple t-shirts, they should be included in the general t-shirt category instead, as the blue FAQs should only be related to blue t-shirts.

For clarification, here is an example of an FAQ that should be included on the blue t-shirt category page and an example that should not be included on the page.

One that can go on the page:

What does the blue look like after five washes?

Our blue tones are created using fade-resistant X, Y, or Z dyes. However, fading can still occur, especially when washed in warm or hot water. Check out this color chart to see how Royal, Baby, and Navy shades hold up after five, 10, and 30 washes.

The blue isn’t like the color in the photo, what can I do?

If the color doesn’t match the image on the page, you’re covered by our return policy which you can find here.

The second FAQ about the return policy does not need to be on the page for the blue T-shirt since it applies to all colors. It would be more suitable for a general store FAQ page.

Instead of including this FAQ, a good idea would be to mention the money-back guarantee near the CTA on the product pages. This can help build trust with customers and you can link to the policy from there.

Focusing and optimizing for keywords is how you get penalized. Focusing on providing a good user experience and the topic of the queries is how you get rankings.

Look at the keyword groups.

Match the intent to the page type, like a collection, product, blog post, or comparison.

Write content that answers users’ questions.

Match the images to consumers’ needs.

Include bonus tips that help make a positive shopping experience, like sizing and care instructions.

Don’t keyword stuff.

I hope this helps answer your questions about keyword optimizations and the helpful content update. Thank you for being a subscriber.

More resources:

Optimizing Keywords For Service Providers & Converting Blog Content

SEO Experts On Helpful Content: It’s Bigger Than You Think

The Complete Guide to On-Page SEO

Featured Image: BestForBest/Shutterstock

Editor's P/S:

The article provides valuable insights into the evolving landscape of keyword optimization. It emphasizes that, in the wake of Google's Helpful Content Update, the focus should shift from solely targeting specific keywords to creating content that genuinely caters to the user's search intent. This means understanding the underlying reasons behind a user's query and delivering comprehensive solutions that address their needs.

The article also highlights the importance of understanding user behavior and incorporating relevant longtail phrases into content. By analyzing customer support and warehouse feedback, businesses can identify common customer concerns and incorporate them into product descriptions, FAQs, and other relevant sections of the website. This not only improves user experience but also signals to search engines that the content is highly relevant to the specific search query. Overall, the article serves as a valuable guide for businesses seeking to navigate the evolving landscape of keyword optimization and achieve success in an increasingly user-centric digital environment.