A lot of what I do is product-based SEO. So I start by asking, “What do people call it?” The hummingbird update gives added importance to this question because of its increased focus on mobile and voice search. Now, more than ever, what some one “calls” a product matters and should be taken into consideration when researching and choosing keywords.

The hummingbird update also validated something I’ve been saying for years. To put it very simply, the value of your copy is much more than the sum of your keywords. Google is increasing its reliance on semantic cues to generate search results. This means that the words around your keywords are doing more than they ever have to define what your page is about. Keep this in mind as you are writing and be sure to include location cues, synonyms, and other words google can use to more quickly and easily understand what your page is about.

For example: the keyword “massage chair” is difficult for Google to define without some other semantic cues. This could mean a motorized massage chair, or it could mean the kind of chair a masseuse uses. Words, like “motors” or “lotion,” that we typically don’t think of as doing much for SEO can now help Google identify and serve your page in SERPS.

There is a line that can be crossed when you are a niche writer – becoming too expert. If you become too knowledgeable in a subject you can easily lose sight of your target audience and leave them baffled. This is especially true with more technical products and services (unless they are aimed at a tech savvy audience that is).

The home computer industry were incredibly slow on picking up on this. It is only in the last 8 years or so that they advertise the benefits rather than the specs.

Oh, and Heather,you forgot one important gift – a well-earned rest! A Christmas break from writing will also do wonders for your writing in 2014.