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.
The “core” of Google is composed of layer after layer of several algorithms, below are some of the most relevant:
–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.
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]
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?
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.
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.
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