How to Create Authoritative Content That Matches Audience Intent
Google recently updated their algorithm. It appears to be serving content to smaller (presumably more targeted and relevant) audiences. Content authority and trustworthiness are important factors in search rankings.
Authority is a measure of what is the technical correctness of your content and how well is it supported by primary research?
High trust sources in this eaxample (healthcare) include pharma companies, medical device companies, the Mayo Clinic, Cleveland Clinic etc.
Google is getting better at understanding the intent of your queries through natural language processing and serving more relevant content.
Hans described analyzing 750,000 search queries for a particular oncology therapy and using that to understand “the relationship between the structure of language that oncologists use, and then how the brand had been writing their content.”
Beyond that his team created a mathematical representation content to determine, “ What's the likelihood that any piece of content is going to match the query intent of our audience?”
In the end, they analyze gaps in existing content and set out to write content that is measurably better than what already exists in terms of meeting the intent of their audience.
Schedule a 15 minute chat with Chris about content.
About My Guest …
Hans Kaspersetz is the founder and President of Arteric, a digital agency for biotech and pharma built on a foundation of state-of-the-art software engineering. A lifelong software developer, Hans builds and guides teams of world-class software developers that drive change in the life sciences and healthcare.
A speaker and panelist at international technology meetings, Hans advises Fortune Global 500 firms on commercial web search technology and digital strategy..
