Do you know why blogs have a lot more 'natural banter' in them nowadays? Businesses have to learn to 'write smarter', aligning with Google's Natural Language Processing algorithms (NLP), such as BERT, and more recently LaMDA.

These algorithms allow Google to get a better and wider grasp of how we use language, so it pays to write in a way that will enable your pages to be matched with more relevant search queries.

NLP algorithms are not new, but they have become increasingly sophisticated over the last 10 years or so, able to recognise contrived content - written to appease Google rather than inform readers.

Natural language makes your brand more personable.

Writing in a conversational way isn't just better for your SEO; it's obviously easier and more entertaining to read - and it also allows the literary freedom to promote your brand personality to those who want to build a relationship with you. And whilst straying from the professional party-line of 'We Do This; Buy Now' may feel strange, more personable content will set you apart from those who don't.

Writing for Google and your Audience...

There are a few things you can do to optimize your blog content for Google's NLP algorithms:

Allow for wider connections to your subject in your content.

If you're in the life insurance industry, mention related topics; perhaps on longevity, self-care or even on accident rates across professions, You might see it as diluting or confusing your message, but what you're actually doing is incorporating more keywords that relate to the topic. Google will pick these wider topics up within the context of your natural language.

Use relevant keywords throughout your content, but don't overdo it!

When words serve only as fillers around chosen keywords, Google recognises this as 'keyword stuffing' and will penalise such black hat SEO tactics! Think of how you might talk to an interested client in person, and use that as a guide, amidst your SEO tools. If what you're saying sounds more like an advert than a friendly conversation, readers will think so too (as will Google!).

Structure your content in a logical way, with clear headings and subheadings.

Headings and subheadings give Google an overview of what each paragraph is about, and also helps to break up your content, letting the reader's eye capture sections of interest to them. Another way of creating a more engaging read is to use images, videos and infographics.  This is a no-brainer; articles with images are thought to get 94% more total views than articles without images.

All of these tips will help your content to flow in a more personable and engaging way, so give it a try, and note how natural language speaks to your customer more directly.

..and if you're not sure what to write about, hire a content writer. We are the bards of natural banter!