Attention everybody: it’s time to take out your thesaurus.

We’ve known for sometime how Google uses synonyms to determine the context of the search terms entered by search users. Recently Google Software Engineer Steven Baker brought back the importance of synonyms to focus in his post “Helping Computers Understand Language”. There he discussed how Google recently analyzed just how well their synonyms system works.

According to Steven Baker 70% of search queries made in Google are actually affected by their synonyms system. However, most of the time we don’t even realize it because everything happens in the background. We tend to take the relevance of the results we get for granted, not realizing that a lot of analysis takes place to narrow down the index and spew out those results.

Furthermore Steven baker also said that they found out that out of every 50 queries made that are affected by Google’s synonyms system, only 1 returns a truly bad synonym. That makes for pretty good search results, don’t you think?

However, how should this information affect your SEO approach? Simple. As I said earlier its time to take out your thesaurus and start using more synonyms. Don’t get stuck with technical terms and use laymen’s terms in the same page. This will not only help Google contextualize your pages’ contents but also provide more keywords and key phrases, hence, increasing your pages’ searchability. So don’t get stuck using the same term over and over, expand your vocabulary and do better in SERPs at the same time.

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If you have been following various SEO blogs and web sites, then I am sure that you are familiar with the description meta tag. After all, it is one of the most basic (and important) considerations when optimizing your site. However, just in case you are not familiar with it, the description meta tag is basically what provides search engines (Google included) with the necessary information as to what a page is all about. You can call it a summary of sorts. In your HTML code, the meta tag is found within the tag.

So what should you bear in mind when using the description meta tag? Here are some tips, again from Google’s Search Engine Optimization Starter Guide.

Accurately summarize the page’s content – Write a description that would both inform and interest users if they saw your description meta tag as a snippet in a search result.

Avoid:
• writing a description meta tag that has no relation to the content on the page
• using generic descriptions like “This is a webpage” or “Page about baseball cards”
• filling the description with only keywords
• copy and pasting the entire content of the document into the description meta tag

Use unique descriptions for each page – Having a different description meta tag for each page helps both users and Google, especially in searches where users may bring up multiple pages on your domain (e.g. searches using the site: operator). If your site has thousands or even millions of pages, hand-crafting description meta tags probably isn’t feasible. In this case, you could automatically generate description meta tags based on each page’s content.

Avoid:
• using a single description meta tag across all of your site’s pages or a large
group of pages

The key here is in being as specific as possible. The idea is to provide Google AND your human readers with the necessary information they need to determine whether the page is relevant to their query or not. More than being specific, though, remember to give an accurate representation of the contents of the page. The last thing that a user would want is to think that a page contains certain information only to find out that they have been misled.

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We have taken a look at several reasons your efforts at SEO may not be giving you the results that you have been aiming for. Just to recap, we took a look at several things such as wrong keywords, infrequent updates, and lack of inbound links. You can probably say that these are quite on the technical side. What do you do if you keep on doing the right things with regard to these points but your efforts at SEO do not seem to be gaining you anything?

Perhaps you might be overlooking one simple aspect – your content. It might be simple but it is quite important as well. What do I mean? You may be using the right keywords and your content may be dense with them BUT if you do not provide interesting content, how do you think you can maintain the attention of your readers?

One problem that many people engaging in SEO practices have is that they tend to forget all about the “humans” who read their web site. What happens is that they tend to focus on getting the search engines’ attention. The result is dry and uninteresting content. Now put yourself in your readers’ shoes. If you visit a site which has great SEO strategy but does not really present the content in an engaging way, would you keep returning to that site? Probably not.

So if I were you, and I was not getting the results I want, I would check on my content. I would make sure that I am giving my human readers something useful, something to look forward to.

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So have you checked your keywords yet? Are you targeting the appropriate keywords for your web site or blog? If you are and you are still not getting the results that you are aiming for, then maybe you are still missing out on something.

Why don’t you check how regularly and how often you update your blog? E. Branter also talks about this point:

Infrequent Updates- Search engines have a passion for fresh content. They crave fresh content because it keeps their results relevant. For this reason, it’s crucial that you give the search engines the new content they desire. Updating your website regularly shows both the search engines and your website visitors that your company is active and worth their trust.

It is as simple as that. You need to always offer something new. For blogs, I suppose that this would be a bit easier. You can post every day, every other day, or even twice a week. The format of the blog is easier to update and by its very nature, you really should provide fresh content a lot. For web sites, you can create a page or a section where you can update the content regularly. Perhaps you can have a section for articles and you can provide fresh content weekly. You can provide a section for news and do the same, maybe on a more frequent schedule. You can even create a blog and use that to provide fresh content!

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