Sometimes you want your website to rank for the exact wording of a search query. This can be a specific search term (e.g. "car repair shop Cologne") or a question (e.g. "Why is a banana crooked?"). If your website can demonstrate basic relevance for the desired topic area, the road to ranking for an exact search query is often not far. With the BERT update introduced some time ago, Google is trying to better understand the content and context of sentences. "BERT" stands for " B idirectional E ncoder R epresentations from T ransformers". This primarily affects long-tail search queries, i.e. queries that consist of several words or a whole sentence.
Content must be relevant
So if your content can satisfy the user's search needs from rcs data switzerland Google's perspective, your website will rank high for these queries. However, Google is still not perfect and there are other search engines. In addition to the general relevance of your own pages, it is therefore important that you also include these exact search queries in your text.
Let's take a clear example. Imagine you run a website with recipes and you want to rank for the search query "How do I cook spaghetti bolognese?" A user could type this search query into the search field or ask their voice assistant in natural language. The search query "Spaghetti Bolognese recipe" is also important for you. You can improve your chances of ranking well with this search query by using the question mentioned as the page title and as the main heading, for example. An example: Title + H1: How do I cook spaghetti bolognese? To also take the second search term "Spaghetti Bolognese recipe" into account, your second heading could be as follows: H2: Try our new recipe for spaghetti bolognese. "Isn't that like SEO from 2009?" some people might now ask. No. In the last ten years, the area of search engine optimization has changed a lot and today a much greater effort is required than ten years ago. However, some things have remained the same and one of them is that you can increase the findability of phrases by mentioning these phrases in their exact form in the text.
Please no keyword stuffing!
So call certain things by their name! It is important, however, that you don't just list them bluntly, but that they are part of the content. Keyword stuffing is no longer appreciated. The question "What is the recipe for spaghetti bolognese?" fits perfectly into the title and the H1 heading, as mentioned. The phrase "Spaghetti Bolognese recipe" fits well into the H2 heading and the rest of the text.
Conclusion
The bottom line is: don't overdo it - but don't be too modest either! If being found under certain phrases is important to you, but you don't use them anywhere on your pages, your pages will be found lower in the search results. But if you use them in a targeted manner without overdoing it, your rankings will benefit.