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How to adjust content for evolving search terms?

     
4:53 pm on Feb 1, 2018 (gmt 0)

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WebmasterWorld Administrator goodroi is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

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As more people migrate to voice & mobile search, Iíve been thinking about what is the best way to target content for search terms like [things to do near me now] or [where to shop]. I donít think this is limited only to local keywords. I think people using voice search and typing on mobile devices are more likely to use search terms that describe what they want but their search terms are less likely to actually match with the content they want returned.

So is (or will) Google handle these search terms differently?
Is Google more concerned about usage signals and less concerned with keyword matching?
As search phrasing evolves, what new opportunities are being created for us?

I've been around long enough to know that sitting back and hoping Google handles it, is rarely the most profitable idea. Google is trying to organize a trillion webpages and I want to make sure my content has the best chance. So with this evolving search phrasing, what is the best way to optimize our content's for the best odds of ranking?
1:30 am on Feb 2, 2018 (gmt 0)

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WebmasterWorld Administrator keyplyr is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

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For voice & mobile search, I've been getting comparatively* good results with structured data.

ē How to optimize for voice search [searchengineland.com]

ē Intro to structured data [developers.google.com]

* Compared to when I wasn't using structured data :)