Google’s Search Algorithm is hungry for ‘Keypeople’, not keywords

Did you notice this? I have seen an increase in this trend since last year.

Some of the vigilant, smart, original, and cognitive marketers have already put this into practice. So have I 🙂

Are you wondering what the trend is?

More and more people are fueling less content, on their own website. Instead of using their website as a compost and waiting for an audience to feed on their hidden away content, they are moving outward. Especially articles and blog posts. They are increasing their searchability quotient by contributing content to groups, common forums, digital magazines, and communities.

The idea behind this is that they are not reinventing the wheel of ‘finding their first audience or listener’. They are leveraging on the existing audience across communities. Ha! now that is network effect!

Where are the Networks?

Thought Leaders are sharing their 2 cents with renewed perspectives to these forums. Linkedin, Medium, and Quora have become critical social distribution channels for such distribution. They are the low-hanging fruits.

The more sophisticated ones are those that allow you to contribute either only by invitation or only over screening. They are tough nuts. Mostly, digital magazines and news publications.

What happens to the existing Website?

Some get even smarter. They produce content and publish them on the website. Eventually, the most popular ones get re-published on social websites and digital publications.

So, they don’t completely disown their website but capitalize on the real estate that they own.

But, what’s the point? How does it help your SEO?

The Hybrid Model

Ah! Now, SEO is what most marketers are concerned about. Because it speaks numbers. Here is a hybrid model.

The super smart marketers, establish their content bank on their owned media — ‘the website’.

The complementing and supportive notes that are published on external websites carry links to the content that is published on the website. This is called “guest posting”. Heard it somewhere, right?

This is extremely powerful. The links add value and weight for Google’s algorithm scoring. Helps you rank better. But the point is beyond that.

Google now cares more about the context and community than the keywords you are punching in. A good backend content strategist would plan taxonomies, content categories, keyword intents in a way that the linked articles are very closely related to each and quote each other with high relevance. It also helps people find your content a lot more easily, even in the absence of Google search.

That is why I say, “Google’s Search Algorithm is hungry for ‘Keypeople’, not keywords”.

Start preparing to be the “Keyperson” and be a part of “Keycommunities”, rather than depending or superficial, “Keywords”.

Keypersons and keycommunities
Keypersons and keycommunities

Some people who I love are already doing this. Find the links below.

Andy Raskin

Guy Kawasaki

James Clear

One Comment

  1. Anil

    Hi Nischala,
    Thank you for a great dialogue on feminism. Growing up with lot of cousins that are female and seeing how the rhetoric of feminism is effecting them really peaked my interest on it. Seeing the new generation of kids both boys and girls along with my new born, I wanted to understand the effect of current feminism movement on the next generation. Here are my thoughts.
    Women and men are not the same and never will be. Every person has to be treated fairly regardless of their gender, sexual orientation, race or religion. However, we cannot equate gender equality to equality of outcome. It is a grave injustice to everyone and is bad for the society. This puts lot of pressure on outliers of any group. It is also important to make sure every individual has their right to speech and not loose it on the grounds of risk offending someone. People should be able risk offending someone in the pursuit of truth and justice, without that the line between justice and social justice will be lost.

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