Expert Verbiage in Context
Posted on November 20, 2008
What is Expert Verbiage?
So what’s it all about? I keep hearing the bellows from SEOers “expert verbiage“. Here’s why it is important to you. Experts talk, when they do people tend to listen. It would make all the sense in the world to me that Google learns how to spot expert terms in all content they index. How do they do that? It’s just an educated guess but I believe it relates directly to who Google considers trusted or favored. That actually comes directly from the horse’s mouth in Google’s Patent (app #60171020).
How would Google know the way pros talk? In most cases it is only experts that c
an recognize expert verbiage but if you think about it this would not be difficult to determine algorithmically. Here’s what I strongly believe Google’s AI (artificial intelligence) does. It is not just expert verbiage in content, it is the entire document. Additionally, how many other expert (authority links) cast their votes (link to) to this page. It doesn’t stop there! Have you ever hear terms like Co-Occurrence Data or Bayesian logic? How about LSI and LSA? Also, what if Google measures visitor retention (length of time on site)? Finally how many people go to the site (life of the party sites)?
Can Google Measure Time on Site and Page Visits?
Hmmm, why do you think Google analytics is free? Why does Google own the data for your site statistics? OK enough questions, how about a few answers! Besides the real-time website analytic data Google retains there are other methods they also can use to track the above noted ranking factors. At the core of your rank ability lies your contextual message as seen through the eyes and mind of a search engine. It used to be said in SEO circles “Content is King”. The new wave, elite SEOers now work on the basis of is “Context is king” and I completely agree.
Context, What do you Mean?
First we should understand the types of context. Context can refer to social or verbal context. An example of verbal context would include a conversation you had with a school mate about an upcoming history test. Although you discussed it for 20 minutes, the context of your conversation was the history test. Any verbal conversation you had was around that context message. You can also use context socially (sociolinguistics). This could refer to your nationality, gender, or living class. For the purpose of this article we are strictly referring to verbal context.
What does Context Have to do With Search Engine Rankings?
Statistically improbable phrases and long tails are also expert verbiage. When you compose your content with expert verbiage you are appealing to a smaller audience but highly qualified. You will find that when you choose to entertain this type of traffic that your conversion rates are increased tremendously. So instead of concentrating on getting a ton of traffic to your flagship domain, create compelling content for highly qualified prospects. When you can cross promote expert verbiage from one phrase to another, other experts and the new search algos recognized this. So if a machine (Google’s search technology) can understand expert documents, then verify with other algos like in-links, they could benchmark them…a ranking content blueprint.
How do the Experts Write?
Obviously real experts don’t have to think about it. The challenge is expert, authority, trusted documents always fair better in SERPs (search engine result pages). The content of your core website is your public context message. It has to flow, hold your readers interest and appeal to a search engine in order to rank in the top 10 fold. Even experts would not know (nor care) about co-ocurrence predictors and their relationship to LSI/LSA.
What Does it all Mean?
If you had a way of understanding the market and the relationship it has to expert verbiage that would be powerful. With a clear understanding of what a search engine’s role is and isn’t will be very helpful with how you will market yourself. Google’s AI (artificial intelligence) is human like now. Imagine being able to know how Google separates the men from the boys with supplemental indexing. They do this be because they have to with all of the garbage (spam) online. The truth is, they are dealing with MASSSIVE amounts of data that must be quickly classified, analyzed, purified, and indexed. All of these perimeters are automated.
The bottom line is, your score will naturally increase in Google’s index when you learn to present yourself as an authority. No duping, no keyword spamming, use expert verbiage, longtails and research your market thoroughly. Assume a search engine sees it the same way a person would and you should accomplish two goals…ranking and visitor engagement. If people can’t click what they don’t see test it and move it so they can.
2 Tips to Expertise
- When presenting a ppt presentation is not a good idea to recite what is written on the screen because it overloads the brain.
- Amit Singhal (head information retrieval engineer) at Google claims that over 50% of the 200 million daily searches on Google are unique.
Tags: expert, search engine writing, expert verbiage, content writing, search ranking, think expert, authority site ranking, context, market research
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That is a well written slice of advice.
I am James Robert Working with visha consultants as a senior market
researcher. If you need help with this project, let me know!