The Blog on Branding

In Light of Google’s ‘Bold’ Move, How Synonyms Will Change Writing Web Copy

Google began including synonyms in its search results in January. For example, when searching for “song words”, you will get “song lyrics” as well, and when searching for “Himalayan kitten breeder”, Google also shows results that discuss “Himalayan cat breeder”.

This is not to say that Google blindly offers up synonyms for all of your searches, clouding search results with irrelevant sites. Instead, Google says that this use of synonyms will only happen when the search engine algorithm determines that results with the synonym will improve results with useful and important information, such as in the case of “song words”.

According to Google, “for every 50 queries where synonyms significantly improved the search results, we had only one truly bad synonym.” Not bad.

One out of 50 isn’t bad!

Read on to learn how you can write your Web copy to effectively take advantage of Google’s change.

In this article:

• Use a Wide Array of Words
• Don’t Forget the Keyword
• Put the User First when Writing Web Copy

Use a Wide Array of Words

With Google’s new changes, it is now important to consider using an array of words and phrases instead of focusing on only your keyword phrase.

For example, an article targeting “health care communications professional” might also utilize some of the following phrases:

• Health communication specialist
• Medical communications professional
• Professional health care communicator

An article targeting “health care communications professional” might use a variety of phrases.



Google’s tweaks to their algorithm are actually enabling you to write stronger, more interesting Web copy.

Don’t Forget the Keyword

While it’s great to use a diverse selection of keywords, it’s important to still focus on your target keyword.

Include it in key places…

• URL (e.g. /heath-care-communications-professional.html)
• Title
• Heading (e.g. Jane Young, A Health Care Communications Professional that Listens)
• Sub-headings

…and throughout the text. Just don’t forget the number 1 rule of writing…

Don’t forget to focus on your target keyword!

Put the User First when Writing Web Copy

When taking into account Google’s updated algorithm, don’t forget the number 1 rule of writing for the Web or anywhere else. That is, the user comes first. Always.

Write naturally, only including keywords where it makes sense and sounds natural. Web copy is for human readers first, search engines second. Push your experience, credibility and personality, not a barrage of keywords.

Besides, Google’s algorithm likes quality content more than keyword density. Write Web copy that informs, persuades and entertains, focus on your keyword and its variations and the rankings will follow.

Cassie Wallace Cassie Wallace writes for people, but never forgets Mr. Google. Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.