A Guide To Optimising Your Content for Natural Language Queries

-- MarkGriffin - 03 March 2025

Understanding Natural Language Queries in SEO

The way people search has changed. Gone are the days when users typed robotic, keyword-stuffed phrases like "best digital marketing agency near me" Instead, they’re asking full, conversational questions: “What’s the best digital marketing agency in Newport?” or “Who offers top-rated marketing services near me?”

This shift is due to advancements in search engine algorithms and the rise of voice search, AI-driven assistants, and user-friendly search experiences. Google’s algorithms—especially Hummingbird, RankBrain, and BERT—now focus on understanding the intent behind queries rather than simply matching keywords. If your content doesn’t align with this shift, you’re missing out on valuable organic traffic.

So, how do you optimise your content for natural language queries?

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1. Focus on Conversational, Long-Tail Keywords

Natural language queries tend to be longer and more specific than traditional search terms. Rather than targeting single-word or short-phrase keywords, focus on long-tail keywords that reflect how people actually speak.

For example:

• Instead of: "Content optimisation tips"

• Use: "How can I optimise my content for better search rankings?"

Google’s People Also Ask (PAA) section is a goldmine for uncovering these conversational keywords. Tools like AnswerThePublic, SEMrush, and Google’s autocomplete can also provide insights into commonly asked questions in your niche.

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2. Structure Content Around Question-Based Queries

People searching with natural language often frame their queries as questions. To capture this traffic, structure your content to provide direct, valuable answers. Use H2 and H3 headers for questions and follow them with concise, well-researched answers.

For instance:

Q: How does Google understand natural language queries?

A: Google uses machine learning and AI models like BERT to analyse search intent. These models interpret context, synonyms, and sentence structures to provide the most relevant results.

This approach helps with featured snippets, the box of highlighted content that often appears at the top of search results. A study by Ahrefs found that over 12% of all search queries return a featured snippet, making it a prime opportunity to boost visibility.

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3. Optimise for Voice Search

With the growing use of voice assistants like Siri, Alexa, and Google Assistant, optimising for voice search is critical. Voice queries tend to be:

• Conversational: People speak naturally when using voice search.

• Local: Many searches involve location-based intent (e.g., "Where can I find a coffee shop near me?").

• Direct: Users expect quick, concise answers.

To optimise for voice search:

• Write in a natural, conversational tone.

• Answer questions clearly and concisely.

• Use structured data markup (Schema.org) to help search engines understand your content.

• Optimise for local SEO, as many voice searches are location-based.

According to a Google study, 27% of people worldwide now use voice search on mobile devices, highlighting the importance of voice-friendly content.

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4. Improve Readability and Clarity

Google prioritises content that provides a clear, user-friendly experience. If your content is complex, jargon-heavy, or difficult to read, you risk losing both readers and rankings.

Best Practices for Readability:

• Write at a conversational level (aim for a Flesch-Kincaid readability score of 60-70).

• Use short sentences and paragraphs (no walls of text!).

• Incorporate bullet points and subheadings to improve scannability.

• Avoid jargon unless your audience expects technical depth.

A study by Yoast found that readable content ranks higher on average because it improves dwell time and reduces bounce rates—two key factors in Google’s ranking algorithm.

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5. Leverage Structured Data (Schema Markup)

Google relies on structured data to better understand content and deliver relevant results. By implementing FAQ Schema, How-To Schema, and Q&A Schema, you increase your chances of appearing in rich results and voice search answers.

For example, if you’re writing an FAQ section, marking it up with FAQ Schema can enhance visibility in search results. Google’s Search Console Rich Results Test can help verify if your structured data is correctly implemented.

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6. Create Comprehensive, Intent-Driven Content

Natural language queries stem from specific user intent, which can be:

• Informational (“How do I optimise my website for SEO?”)

• Navigational (“HubSpot SEO guide”)

• Transactional (“Best SEO tools for small businesses”)

Your content should cover all angles of intent, providing both high-level explanations and in-depth insights. Use:

• Examples and case studies to illustrate key points.

• Data-backed insights (e.g., “According to Moz, 70% of search queries contain at least four words”).

• Actionable takeaways readers can implement immediately.

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7. Align with Google’s E-E-A-T Guidelines

Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, and Trustworthiness) plays a crucial role in content ranking. To align with these principles:

• Cite authoritative sources and studies to back up claims.

• Showcase expertise by featuring industry experts or case studies.

• Include author bios to establish credibility.

• Encourage user engagement (comments, shares, and discussions).

A Search Engine Journal report revealed that high-E-E-A-T pages consistently outperform low-E-E-A-T competitors, making trust signals a vital ranking factor.

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8. Monitor Performance & Continuously Optimise

SEO is not a one-time task. To maintain rankings for natural language queries:

• Regularly update content with fresh data and insights.

• Use Google Search Console to track which queries drive traffic.

• A/B test headings, meta descriptions, and snippets to improve click-through rates.

• Analyse user behaviour metrics (bounce rate, time on page) to refine readability and engagement.

According to HubSpot, companies that refresh old content see an up to 106% increase in traffic, proving that continual optimisation is key.

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9. The Future of Natural Language SEO

As search engines become more sophisticated, optimising for natural language queries is no longer optional—it’s essential. Whether through conversational keywords, voice search optimisation, or structured data, the key is to create content that aligns with real human behaviour.

By focusing on clarity, relevance, and user intent, you position your content to capture valuable organic traffic and stay ahead in an evolving digital landscape. The future of search belongs to those who understand how people naturally ask questions—and who provide the best, most helpful answers.