Lots of businesses try to cram their webpages with technical terminology and jargon, or specific keywords that can boost their ranking on Google or other search engines. While that SEO strategy may have worked in the past, it is not as effective today. In fact, Google places a priority on webpages that are written with natural language because that makes the information on the sites more likely to answer visitors’ questions.
Instead, the copy on each page should clearly focus on straightforward answers to frequently asked questions. This format can make it easy for potential customers to find the answers they’re seeking. And Google can, too.
- If your offering is complex, describe it in a simple, actionable way. Show readers what’s in it for them. Gilbarco Veeder-Root, a manufacturer of convenience store fuel dispensing and point-of-sale hardware and software, writes about its solutions in the same ways that customers talk about them. Google can easily identify their use of natural language. Examples include:
- “Retail Fueling: C-stores are the forefront of electrification, providing frictionless integration that doesn’t require drivers to change their behavior.”
- “Fleet Fueling: Commercial fleets are making the transition to a sustainable clean energy future, and fleet electrification is leading the way.”
- “Charging Management: Maximize the profitability of your charging network with our state-of-the-art platform for service providers and fleet operators.”