In order to optimise your website for Hummingbird, not only to you need keywords, but also keyword phrases. Now Google’s sophisticated algorithms have a deeper understanding of search terms, they can find websites that match user intention more closely.
Keyphrases, more commonly known as long-tail keywords, are not a new concept. They just have a more important role to play in search than they used to. Which is why content writers need to understand what they are and how to use them.
The concept is simple. Keyphrases essentially work the same way that keywords do only they encompass a particular phrase or entire sentence that optimisers anticipate will be used as a search term.
These long-tail keywords are embedded within the text of your content, and should also be used as subheadings – that you think will match a search term, like this.
How do I craft a keyphrase?
This is where you need to get creative, but crafting keyword phrases is far easier than crafting keyword titles.
When you conduct keyword research do not be put off by how competitive a keyword is. Keyphrases give you an edge anyway as search engines reveal a portion of the content that most relates to keyword terms.
Keyphrases therefore also enable marketers to identify the intent of the end-user and fashion content targeting your audience at specific stages of the purchasing process.
For example, terms with buyer intent can be directed to a product page identified with keyphrases that mimic buyer intent. Terms that indicate the prospect is at the research stages should be directed to a page where they can find additional information.
Before you write a piece of content, decide which subject you intend to talk amount and what your core message is. Then make a list of likely search terms. Use this list to craft keyphrases as you write. They even provide inspiration.
You should also include buzzwords and industry phrases in your keyphrase, words like, turnkey, Alpha, high-end, proven etc. These type of words also make web copy more powerful.
Search gives you a very small window of opportunity which keyphrases fill more than any other form of content? Why? Because they provide the most information, and that is what end-users want.