Copywriting is the persuasive writing of texts focused on specific audiences with the objective that they carry out a specific action. Copywriting has gone a step further with the new updates of the Google algorithm. It focuses on the text’s pragmatic dimension by including in the text characteristics of the individual for which it is written.
Copywriting is the persuasive writing of texts that have a strategic purpose, such as persuading a customer to buy a product. The purpose of copywriting is to influence the decision making of a specific audience by means of persuasive techniques.
In the past, the objective of copywriting was to influence the buying decision of potential customers. However, with the new updates of the Google algorithm, the objective of copywriting has shifted towards the need to write texts focused on the individual reader.
Thus, copywriting has become a fundamental tool to achieve the objectives set by the new Google algorithm. The objective of copywriting is not only to influence the buying decision of potential customers, but also to write texts that are focused on the individual reader.
The new Google algorithm is based on the principle of “personalization”. This principle consists of providing each user with the information that is most relevant to them, based on their previous searches.
In order to achieve this, Google takes into account the user’s location, the time of the day, the type of device used, the user’s interests, etc.
Based on this information, Google provides each user with a list of results that are more relevant to them. This new approach of Google has several implications for copywriting.
First, it is necessary to take into account the user’s location, the time of the day and the type of device used when writing the text. It is also necessary to take into account the user’s interests when writing the text.
Second, the text must be written in a way that is easy to understand and that is focused on the needs of the individual reader. In other words, the text must be written taking into account the fact that each reader is different and that each reader has different needs.
Third, the text must be persuasive and must be able to influence the decision making of the reader. For this, it is necessary to use persuasive techniques such as the use of strong arguments, the use of emotions, the use of stories, etc.
Fourth, the text must be original and must be able to capture the attention of the reader. In order to achieve this, it is necessary to use creative techniques such as the use of metaphors, the use of similes, the use of hyperboles, etc.
Finally, the text must be well structured and must be able to convey the message in a clear and concise way. To achieve this, the following factors must be taken into account: the use of short sentences, the use of simple words, the use of active voice, the use of transitions, etc.
The Google Core
The “core” of Google is composed of layer after layer of several algorithms acting in concert. The most important of these algorithms is the PageRank algorithm. PageRank is a link analysis algorithm, which was developed by Google co-founder Larry Page. This algorithm analyzes the structure of the web, and determines which pages are most important. It also analyzes the relationships between pages, and determines which pages link to which other pages.
In addition to PageRank, Google also uses a number of other algorithms, including the HITS algorithm, the PageRank algorithm, and the Google Hummingbird algorithm. These algorithms work together to provide Google with the best results for a given search query. The stories of google core updates like Panda, Penguin, Pigeon, Hummingbird, etc. are used to make the search engine more smarter. This intelligence is based on the data that they collect and analyze. To better position in google we must be aware of the changes that they make in their algorithms. These are five examples of important changes in the core of Google:
1. The PageRank Algorithm
The PageRank algorithm is the heart of the Google search engine. It is responsible for determining which pages are most important, and which pages are least important. The PageRank algorithm is also responsible for determining the relationships between pages, and determining which pages link to which other pages.
2. The HITS Algorithm
The HITS algorithm is responsible for determining the popularity of a given page. The HITS algorithm looks at the number of incoming links to a given page, and assigns a score to the page based on the popularity of the pages that link to it.
3. The PageRank Algorithm
The PageRank algorithm is responsible for determining the importance of a given page. The PageRank algorithm looks at the number of incoming links to a given page, and assigns a score to the page based on the importance of the pages that link to it.
4. The Google Hummingbird Algorithm
The Google Hummingbird algorithm is responsible for understanding the meaning of a given search query, and returning the most relevant results. The Hummingbird algorithm looks at the context of a given search query, and determines the meaning of the query.
5. The Google Panda is responsible for returning the most relevant results for a given search query. The Panda algorithm looks at the content of a given page, and determines the relevance of the page to the given search query.
–2014 Pigeon prioritizes local searches over generic or general searches.
-2015 RankBrain. A complete machine learning system is applied to get closer to the user’s search intent.
-2016 Possun. Prioritize local results taking into account user geolocation.
-2017 Fred. Identify the excess of advertising spaces within the websites subtracting quality in the user experience [UX]
These are roughly the layers of the “core” that determine the indexing priority of the “SERP”. In December 2019, a new layer of Google’s core comes to light. Its name is “BERT” which stands for Bidirectional Encoder Representations from Transformers.
What is Google Bert?
Google Bert is a new layer in the “core” of Google that specifically addresses the pragmatic dimension of language, trying to give a better response to the user’s search intent.
What is the pragmatic dimension of language?
According to the semiological analysis of language there are three dimensions or aspects in language, the Semantic dimension, the Syntactic dimension and the Pragmatic Dimension.
The Syntactic dimension corresponds to the relationship between the different symbols and signs that make up the message, words, dates, colors, emoticons, abbreviations, etc.
The Semantic dimension is the relationship between the signs and their meanings.
The Pragmatic dimension is the relationship between the signs and the context in which humans make use of these signs [understand language]
In other words, the Pragmatic dimension is the relationship between the signs and the context in which humans use these signs to communicate. In the context of search engines, the Pragmatic dimension is the relationship between the user’s search query and the search engine’s understanding of the user’s intent. Google Bert is designed to improve the search engine’s understanding of the user’s intent, and to provide better results in response to the user’s query. Other important details of Google Bert are that it is “self-supervised” and uses a deep learning algorithm called a Transformer.
These, are the three columns of the semiotic analysis of the language as a rule from Ferdinand de Saussure and Charles Sanders Peirce until today. But how do they get to the “core” of Google by 2020?
Why Google Bert in 2020?
There are many reasons to use Google Bert in 2020. Bert is a great tool for helping you to improve your search engine optimization (SEO) and to better understand the intent of your customers’ searches. Additionally, Bert can help you improve the quality of your content, making it more likely to rank higher in search results. Finally, Bert is constantly being updated with new features and improvements, so it is important to keep up-to-date on the latest version in order to get the most out of your investment.
The new Google update comes at a time when voice searches are trending. Voice searches impose a new challenge, a single result. This detail creates a kind of anxiety around the search.
On the side of the Search Engine, Google is trying to serve the best response to the user’s query. It uses the browsing history, the pragmatic dimension of the text and all the combined available information such as results of the previous layers, Geographic location, search history, device etc. In its desire to offer the best result in the shortest possible time, Google seeks to use the user’s personal data to try to “understand” it, to try to “understand” the intent of the search.
Websites that want to play the game of SEO need to understand Google’s intentions, in order to be able to serve their content and to be better positioned in the search results.
On Digital Media 305 Google’s intentions are to serve the user the best answer to the query. If a website fails to understand the user’s intent and answer the user’s query, the website will be penalized by Google.
Do your texts manage to convey the enormous value of your products or services?
Challenges of the new Google Bert Algorithm update.
The focus on the “pragmatic” dimension of language means that copywriting has to be redirected and focused more and more on the user, making most of the time a micro-segmentation of the user. First it is written for people in general, and then for real, concrete and geolocated people in order to lands the content even more in favor of the user.
This new layer merges copywriting and the SEO specialist to achieve content that satisfies the user’s search intent. Good copywriting will then try to:
1-Listen to the needs of your potential client.
2-Empathize with your emotions.
3-Inform you with the least possible number of words.
By Ferminius | Marketing Expert Miami
Is your company ready for this new challenge?
Let us show you how to channel the search of your users through content optimized for their individual characteristics.
CONTACT US TODAY TO DEFINE YOUR NEW DIGITAL GOALS?
Complete the following form.
