The document discusses how Google's Hummingbird update has emphasized that content should be created both for search engine optimization and for users. It notes that simply filling a blog with keyword-dense content will no longer work and that marketers need to think about what their target customers are actually searching for and create content answering those queries directly, in order to be ranked highly and avoid lost opportunities.

1. Get Smart…er
Content is King – no matter how much we try
to avoid that overused phrase, we somehow
keep coming back to it. And in the constant
battle around whether content should be
created for search or for users, Google
Hummingbird has laid down the law – it’s for
both.It’s about creating useful, quality content
that’s directly relevant to what people are
actually searching for. So setting up a blog and
filling it with keyword-dense metadata and on-
page copy just isn’t going to cut it anymore.
Traditionally, brands push out content that is
developed by their Marketing Communications
team promoting their products and services.
Someone types in a branded search term, say
“Nike Dri-FIT running shorts”, and gets results
directly relevant to that particular product.
But what if the user doesn’t know about the
particular product, and types in “What to
wear when running?” Even if the Nike Dri-
FIT line is perfect for the user, Google would
not rank that highly because content around
that product line does not necessarily meet
the intent of the search. The outcome? A lost
opportunity. And we really don’t want that.
Now marketers need to think about what their
target customers are actually searching for,
and how those queries can be best answered.
It’s the melding of Search and Content,
Google’s New Era of Search & Content