Intentional Content Creation & SEO

Yep. Search Engine Optimization is still relevant in 2020. Very. More people are online searching for solutions than ever before.

But what has changed is HOW they are searching (less by keywords, more by natural language use) and how the algorithms are ranking content (more by the context of users’ searches and the intent behind the search.) Case in point, check out Google’s BERT algorithm update in late 2019.

In short, “These improvements are oriented around improving language understanding, particularly for more natural language/conversational queries, as BERT is able to help Search better understand the nuance and context of words in Searches and better match those queries with helpful results.” — Google

So, what does this mean for trade associations and membership organizations?

It means there is a fantastic opportunity to get discovered by prospective members at the very moment when they are actively searching for a solution to their problem.

A problem that your organization could potentially help them solve with your unique membership value proposition.

In my interactions with organizations of all sizes, I am constantly floored by the amount of value they deliver to members in the form of useful, timely, industry-specific content. Whether it is white papers, blog posts, newsletter updates, training snippets, or one of the many other outlets; the common thread I see is “Useful and Valuable.” Just the type of SEO search snack Google is hungry for.

So, let’s up-level your organization’s SEO game.


  • Do keyword research AND consider the searcher’s intent.
  • Use those keyword and intention results in your headlines, alt text, and URLs.
  • Use your primary keyword in the headline. Craft that headline by stepping into the searchers’ shoes. Think about how your current members would Google a solution for a problem your organization helps solve for them. Include those style queries.
  • Ensure your image alt text is accurately descriptive and contains a keyword.
  • Don’t make that URL too long, keep it short as possible.
  • Future-proof your content.
  • Write comprehensive, in-depth content.
  • Answer the questions that the searcher is seeking answers to. This meets their intent. Help them solve their problem with your content.

For further geeking out, here’s a study from the folks at Backlinko and more information on Google’s BERT algorithm update.

The search algorithms change. History proves this. They become more useful for the Searcher and adaptation is needed to rank to the coveted page one of search results.

In support,

— — — —

Dainella Nartker
Founder MCM

P.S. Curious to learn how your organizations’ website and SEO have been impacted by the 2019 BERT update? Find out with our free competitive analysis. Schedule a call to learn more.

Originally posted at: Member Centric Marcom, “Membership Engagement Resources for Trade Associations & Membership Organizations”, Blog



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Dainella Nartker

Passionate about helping Associations to thrive. Contributing writer: Assn Ventures Playbook