Tag Archives: SEO

How To Optimize for User Intent in 2020

How To Optimize for User Intent

If you have a business or have been thinking about starting one, there is no doubt you know about how important digital marketing is. And in that same vein, you may have heard about things like conversion optimization and search engine optimization. These are imperative for growing your business and your overall online presence.

More and more, it is believed that Google and other search engines look far beyond the typical ranking factors like titles, meta tags, keywords, etc. when assessing websites. SEO is valuable, but there is one other thing that is really having an impact: user intent.

When you put together a strategy for your content marketing, it is still very much important for you to do keyword research, make proper use of long-tail keywords and links, and write the kind of content that is properly optimized for SEO rankings.

But keeping your audience in your thoughts and understanding the context of your chosen keywords is just as important. And so is understanding what users are really looking for when they enter certain keywords; this is user intent.

Keyword Intent

What is User Intent in 2020?

There are plenty of times where we as users go to search for something but don’t really know what we are looking for. For instance, let’s say that you are looking for a specific song from a specific show. You ask your Google Home to play the song from that show. Google Home finds it even if it is called something else.

This is Google looking at the search query as a whole so that it can find the best match for the user. It is trying to understand precisely what the user is looking for and ensuring that the content behind the keyword is what the user is actually looking for.

Matching user intent to these search queries is critical as people continue to switch from laptop and desktop to mobile and voice-activated devices and services. Understanding that intent can close the gap and allow users to get a better overall search experience without having to be as specific as possible.

How User Intent Impacts SEO

More likely than not, you have been relying on your SEO to keep your content ranked as highly as possible in SERPs. Then, suddenly, you see some of your most consistent performers start to slip with no explanation of why in terms of SEO.

This could be when it is time to take a look at your existing material, even as you take a look forward to new content, to ensure that you have properly captured user intent.

How Does User Intent Change Search Results?

When Google, or another search engine, assess a website for ranking it on a SERP, it will look at the relevancy of the content but it also has to take a number of other factors into consideration to determine if that content is relevant.

These factors include the linguistics behind the query, the location of the user (especially if the search is navigational), the context of the query as a whole, and whether or not the user’s search is navigational, informational, or transactional.

A transactional query is a straightforward one that signifies commercial intent like a user looking for a specific brand or company. Think about it like this: if you are looking for the Home Goods website, Google will give you the home décor company’s site first because Home Goods has domain authority and because the keyword matches.

After that, you would generally see more results that have to do with smaller local businesses that might actually have the same name. Then, you would get home décor content that has the same keyword phrase of “home goods”.

For your navigational services, if you happened to search for something like home décor stores, Google would then give you those brick-and-mortar stores that are most relevant to your area, as well as those online brands. This is because Google believes you are looking for something local, not necessarily something online.

And for informational searches, you might have a search of trendy home accents or home decorating trends, expecting to get the most relevant results in order to help you do some research. Home decorating trends is a term that is pretty straightforward.

It is trendy home accents that Google might treat a little differently. If you’re searching for this term, you are most likely looking for accent pieces in order to update your home. You would not be looking for accents in trendy homes or different languages and Google has to understand that through its algorithms.

Google also uses both bots as well as human reviewers to make sure that the content matches the keywords that come up. It will crawl your content for titles, metadata, and subheads; these are elements that will signal to it whether or not your article is actually about trendy home accents.

One big thing that human reviewers will look at your content for is called EAT: expertise, authority, and trustworthiness. This is because you need to show that you know what you are talking about or that the sources you have cited understand what they are talking about. This is called showing authority in that subject area and showing that you are trustworthy.

Lastly, Google will also take into consideration how well-received the content you present is received by users. Things like how long they remain on the page and how often they bounce through. If they tend to bounce quickly, it could be a sign that your content isn’t satisfying their intent when they are searching.

These can all help you better understand just what user intent is and how it can have an impact on the way that users search.

How To Merge SEO Strategy With Consumer Needs

It should go without saying that at this point, user intent and SEO go hand in hand. When marketing your content, user intent should be at the very top of your mind in determining how to best reach that target audience.

You might also be wondering if this is the end of keywords. Be assured that, no, it is not the end of keywords. They still have a place in searches and it is one method that Google and the other search engines will use to match search queries with content.

Keywords remain a way to target your audience as well as focus your content. Those primary keywords provide the structure of your strategy and the content provides the depth. You still need to have secondary keywords and terms, but that primary keyword is the foundation of your piece.

So, how can you align that user intent with your SEO to increase your overall rankings in SERPs? Start with a marketing persona. Understand what it is your audience wants and get a clear understanding of who your audience is.

In the aforementioned home décor example, you have to determine if your audience is made up primarily of women or men, baby boomers or Gen Z, rural or urban dwellers, and the litany of different possibilities that exist.

This helps to inform you not only of the keywords that you need to target and what kind of content that you need to create around those keywords that will ultimately satisfy your users’ search intent the best.

As you create the content for your site, you need to make certain that it covers a topic from every possible angle. If you can’t do this in one piece and need to create a topic cluster, that is okay so long as you provide authoritative content.

How To Modify Existing Content To Satisfy User Intent

The good thing about optimizing for intent is that you can not only do it going forward but you can actually go back through your old content to make certain that they are performing to the best of their abilities.

You can create a list of your strongest pieces, including keywords, length, topic, and any relevant analytics and pull a spreadsheet like this using your analytics tools like Google Analytics. You can then take a look at this information and perform what is known as a content gap analysis. Ask yourself what keywords and topics that you might be missing that would ultimately satisfy the intent of the audience that you are trying to serve.

You can also compare your pieces to those of your competitors. Note how they are covering the same topic or if they have missed any of the angles. There are multiple ways to do this, including by hand or using a marketing tool to analyze that content semantically.

Then, you can go through and optimize your best prior pieces so that they will perform better going forward. Your keyword and SEO research is as integral to the success of your marketing strategy as anything else. Do your homework, look for trends, and keep your content relevant.

These are just a few things that you can do to optimize your website going forward and be among the most relevant in the eyes of search engines.

6 Real World Reasons Tampa Businesses Need SEO

Tampa SEO

When people say Tampa SEO, what do they mean?

Search engine optimization for a particular city like Tampa is the process of showing up on Google search results for users within the Tampa Bay area. Without a specific city attached, it is simply known as local SEO.

When you own a business in a larger city, whether its a law firm or dental practice, it should go without saying that the landscape is quite crowded and makes it difficult to stand out. Tampa Bay is one of those big cities where it can be difficult for a business of any sort to distance itself from the competition.

This is generally where SEO (search engine optimization) comes into play. For businesses to become more identifiable to search engines online, their websites must be as optimized as possible. This allows those search engines to pick them out of the crowd more easily if they are relevant to a specific search and or location.

What makes it difficult for some less tech-savvy business owners to really grasp SEO is how it has real-world applications on their business. Sure, there are the obvious benefits that you might see in a digital format, but what about the ones that actually impact your business in real-time?

Here are six reasons that have real-world applications as to why businesses in the Tampa area need to make sure their SEO game is strong.

SEO is vital to the survival of businesses everywhere.

Becoming a local authority

The way internet searches are done has changed. Because of the sheer number of businesses and keywords out there, it would be impossible to not compartmentalize based on location. But this is where a small business can benefit.

When you optimize your website, you are fighting in the rankings based on a keyword but also based on location. This is huge when considering that you as a business don’t have to fight everyone. When your website is optimized, you become one of the focal results for that area and that is huge for a small business.

Brand recognition

What most businesses are looking for is their target audience to identify their industry with their business in specific. When competing on a global scale, this is nearly impossible. But with the aforementioned location-based searches, you can become the recognized name in your particular field based on location.

If your business serves the Tampa area, your rankings will focus on that area and appealing to the audience in that area. This makes your brand more recognizable with not only that service in particular, but with that area. This is the kind of recognition of one’s brand that is incredibly difficult to do in any other circumstance and can be hugely valuable for a small business in a given region.

Take advantage of that fact and use it to make your brand the most recognizable in your area.

Cost savings

Let’s face facts: it is expensive to properly market a business, even in a niche industry. This is because traditional mediums are not only expensive to use, they are limited in their overall reach. Traditional newspaper and television advertising remain but they do not have the reach and impact, nor the bang for the buck, that they once had.

That is why optimizing your website can be such a big deal. The big companies can afford to buy ad space online because they have the funds; when smaller businesses enter the foray they depend heavily on their website SEO to deliver users to them.

Save money by making sure your website is more easily found by search engines.

Improved engagement

This goes a bit hand-in-hand with your website traffic, but there is a little bit of a difference here. Your website traffic shows the number of people who are visiting your website. But being able to engage those visitors and convince them not to click through is the biggest challenge.

With improved SEO rankings, you are likely optimizing your website with relevant content in a way that makes your website a draw to potential customers. This means that you are engaging those potential customers and providing enough value that they aren’t leaving right away.

Those extended looks and that engagement is the biggest key to turning those leads into actual sales. Drawing attention to your product is one thing; converting those leads into sales is an entirely different beast. With a website that is properly optimized, you can give your business a much better chance to convert those leads.

Keeping up with technology trends

This might not seem like a huge benefit, but keeping up with relevant technology can have far-reaching effects on a business. The internet is constantly evolving and is oftentimes center stage when it comes to the latest technologies (think about the impact that smartphones have had on the internet as a whole).

When your company is concerned with optimizing its website, you ensure that you are staying on top of the latest technological trends. You ensure that you are not left in the dark when new platforms become prominent and the way that businesses are moving.

Keeping an eye towards these relevant trends can go a long way towards helping your business to adapt to the times and more successfully and consistently reach you’re their target audience. Don’t let technology trends slip by you; you could find your business trailing behind and being left in the dust.

More Traffic

More traffic to your website is one of the most important aspects of having a digital presence for your business. This is because, in this day and age, your website is often the very first place that prospective customers will go before they make a decision about your business.

The more traffic that you can drive to your website means that there are more eyes that are potentially interested in either using your service or purchasing your product. And that’s the idea, isn’t it? Though traffic to your website does not automatically mean sales for your business, these are the leads that your business needs to not only grow but survive.

Those numbers that you see on your analytics page then begin to have far more depth and feel to them. Instead of just being numbers on a screen, they become the number of potential customers that have at least shown enough interest to look into your business. That is the kind of awareness that every business wants.

Get Started With Tampa Bay SEO

How a Search Engine Works – SEO 101

With more and more consumers shifting towards online search for all their essential services and supplies, it’s clear that search engine optimization (SEO) forms the dividing line between success and obscurity for countless businesses. Whether your local business operates out of a house, a brick and mortar store, or a truck, commercial SEO is essential.

Here at Nolen Walker, our SEO specialists dig into some fairly technical topics about web design, advanced search tactics, and content development. Sometimes however, it pays to return to basics and review how all of these elements come together. The foundation of search engine optimization of course, is the Google search engine. For both newly-minted business owners and heavily experienced professionals looking to better understand online marketing, here is a fresh guide on how a search engine works: SEO 101! 

The Google Search Engine Bar

The Google Search Engine is the Backbone of Online Marketing.

The Google Search Engine

Picture the Google search engine as the most efficient, organized, and zealous librarian you’ve ever met. It constantly hunts for new websites and pages to discover and stores them away in a vast index. When you walk in to ask about a particular topic, the search engine immediately examines its extensive collection of related materials and presents you with a list of resources (ordered from most to least relevant).

No other search engine comes close to Google’s extensive capabilities, which is why the company enjoys a 92% market share

Google Search ultimately serves two groups: content creators and content consumers. As your commercial website comes into being, your business will fall into the first category. While the search giant eagerly desires to promote businesses across the world, it also maintains a duty to provide high quality results for its consumer base. This creates the rigorous front page competition that HVAC professionals, roofing contractors, plumbers, and other services experience every day.

New Listing Times in Google's Search Engine

Ranking #1 on Google Looks Different Every Year. Competition Remains Fierce.

Understanding the Cycle of Search

There’s a basic rhythm to search engines that every business needs to understand. It all begins with the development and distribution of content. Then Google steps in to investigate new content and store it for future user queries. Finally, the search engine ranks the content according to relevance whenever someone types in a related keyword or phrase. Finally, the cycle starts over as content gets refined and redistributed.

Summary of the Search Cycle

  • Step #1: Businesses create fresh content for distribution.
  • Step #2: Google analyses the content and indexes it for later.
  • Step #3: Users submit queries & Google responds with the most relevant content from its indexed materials.
  • Return to Step #1: Content gets refined & new content emerges.
  • The cycle continues…

Too many businesses focus on getting their new website out as quickly as possible, without considering the next steps in the search engine cycle. They end up neglecting critical SEO elements, such as keyword research and navigation. If you keep the entire search cycle in mind as your team develops a commercial website, you’ll earn much better results in your site traffic and lead generation.

A Beautiful Website Design for a Roofing Contractor

How Does Google Analyze the Structure and Content of a Website?

How Google Interacts With Your Website

In the second step of our search cycle, Google crawls (explores) your website, identifies the basic structure, and assesses the content within. In essence, the search engine wants to get a clear picture of what your business is all about. After it forms an initial understanding of your website, it indexes the website for future searches. There are a few crucial factors that Google looks for.

Key Elements Google Examines

  • Site Structure
  • Products and Services (Keywords)
  • Visual Design
  • Content Quality

Well-designed sites make it easy for Google to map out their pages by creating a simplistic structure. Primary service categories each contain a collection of closely related sub-service pages. All of these service pages are then neatly presented in a simple sitemap, ensuring every single page gets indexed by Google.

Of course, content and visual play huge roles in how well your website ranks down the line. Keyword optimization and graphic design not only improve your rankings in Google search engine results pages (SERPs), they improve your visitor experience too! These two wins ensure long-term success for your business.

An Examine of a Local Pack Created by Google's Search Engine

Local Packs Enjoy Premium Traffic Volume. Be Sure to Claim Your Free GMB Listing!

What Other Resources Aid Search?

Google alone offers a myriad of resources to aid your company’s quest for online growth. Some tools, such as Google My Business (GMB), enhance your listing quality and improve traffic volume. Others provide more rich information for potential customers searching for local services. Still more analyze your website activity and expose opportunities and weaknesses in the site design.

Tools You’ll Need From Google

  • Google My Business: Provides more detailed information and posts for your local search listings.
  • Google Maps: Offers satellite supported location services to help people find your physical business.
  • Google Analytics: Assesses the traffic patterns and visitor behavior to create opportunities for site improvement.
  • Google Search Console: Examines site performance and identifies potential page errors.
  • Google Adwords: Supports customizable and easily-controlled paid search campaigns for premium SERP placement.
  • Google SERPs: Presents top ranking competitors, related search information, and potential content topics for businesses.

All of these resources provide invaluable opportunities to grow your business and refine your SEO strategies! With the exception of Adwords, these tools are free.  If you can only work with a couple tools initially, start by filling out your GMB profile and researching SERPs for your industry (and local results).

Frequently Asked Questions About Google Search


How does the search engine work?

Google Search can be summed up in two key aspects: information storage and retrieval. Every day, the search engine hunts for new information across the web. When it finds new pages, it examines them, determines what sort of information they have, and files it away for future use.

When a person completes a search query, Google’s algorithm examines the keywords and looks for related resources from its vast index of websites. Websites with the most relevant, high-quality sources are then presented in a Search Engine Results Page (SERP), while less relevant matches are offered on subsequent pages. As new pages are submitted and old ones updated, Google routinely updates its database so it can provide the best matches possible for each search.


How does Google make money?

The tech giant offers a huge number of paid services and products for consumption. Google makes the majority of its money through selling the ads that often appear at the top of search engine results pages. People create campaigns through Google Ads for all sorts of goods and services. Whenever you click on one of these ads, Google charges that person or service for the click.

Google earns over 70 percent of its revenue through its expansive portfolio of advertising platforms.


How do local Google searches work?

When someone submits a search query that requires location-based information, Google first examines where that search originates from. This is why your mobile device asks for to submit your location after certain searches. Google alters its usual ranking process to prioritize trustworthy listings closest to the searching consumer.

The algorithm powering the local search examines several elements in this process, including Google My Business addresses, location-based keywords on company websites, the origin of the search itself (where the user is), and local citation sources like Yelp. Google then ranks the resulting listings according to proximity, relevance, and reputation. The highest rated results are often displayed in a convenient list called the Local Map Pack, making it easy for the searcher to take next steps.


How does Google work for my business?

After you publish a website, Google examines (or “crawls”) the site with analytical tools called spiderbots. These bots seek to understand the purpose of the site, the services and/or products you provide, and the location of your business. It stores all that information in an index for later use, then presents your website during relevant Google searches.

This creates traffic, or people flowing into your website. A percentage of those people will eventually decide to call your service, creating leads for your company. At that point, your team can capitalize on those leads to create sales. As time passes, more people land on your site, and you release keyword-rich content, Google will reward your business with higher rankings and more traffic.

Team Up With Nolen Walker

Wish you had an experienced professional to handle your search engine optimization and website design? Our team at Nolen Walker supports countless roofing contractors, plumbers, HVAC professionals, and numerous other services across the nation.

Our clients enjoy fantastic rankings in their local search results, earning…

  • More site traffic,
  • Deeper user engagement, and
  • Higher quality leads!

To learn more about our services and how we can grow your business, talk with one of our experts today. We can’t wait to serve you.

Call 866-356-8198 for the SEO Experts!

How Can I Improve My Conversion Rate?

Did you know that getting people to your company website is only half the battle? Only a small percentage of people visiting your company page will transform into clients. That’s a daunting truth to face, especially when you spend so much time and effort getting people to visit your company site in the first place. You can spend all the money in the world on off-site advertising and promotions, but that won’t necessarily enhance your conversion rate.

In case that makes you feel like throwing up your hands in despair, don’t worry! Companies have lucrative ways to improve their website lead management and build business. You just have to know where to look. Today, we’ll explore how to enhance your site conversion rate at little to no extra cost. Let’s dive right in!

What is a Conversion Rate?

Before you can identify why your conversion rate is low, we need to define the term. If you have enough marketing and/or sales knowledge to know what a conversion rate is, go ahead and skip ahead to our next section. You won’t hurt our feelings!

In this context, your website conversion rate measures the percentage of people (in a given period) who contact your business for service after visiting your website. Keep in mind that viewers may be coming from numerous sources, from localized Google searches to promotions on your social media account. Right now, we aren’t concerned with where these leads are coming from so much as how they are being handled on your site.

Google Analytics Tool for Checking Conversion Rate

Google Analytics Offers Free Tools for Small Businesses to Monitor Their Site Conversion Rate, Among Other Things. Source: Google Marketing Platform

If you currently have no clue what your site’s current performance metrics are, that’s okay. You can easily check your conversion rate in Google Analytics, a free tool for small businesses for gauging site activity. After checking out our tips, try testing out this helpful service!

Starting With the Basics: Web Design

Web design plays such a crucial role in both your site’s user interactivity and your search rankings. Every element must maintain a careful balance between advancing SEO (search engine optimization) and making visitor experience more amenable. That can be a strenuous challenge, especially when balancing daily operations and your website development. If you don’t have the time or energy to enact these changes, there are plenty of highly-rated development services that are willing to do the work for you!

Call to Action

Give a Clear Call to Action on Every Page

Every…single…page on your website should contain a clear call to action (CTA) for visitors, preferably above the page fold. If you’re wondering “What is a call to action?”, it refers to an object or verbiage that prompts a desired action from a site visitor. As you can see below, a page can have multiple CTAs in a single page (even just above the fold). They may ask for direct communication through a call or indirect via email.

Calls to Action That Boost Conversion Rate

Notice the 3 Separate CTA Elements in This Homepage Alone. They are Clearly Visible and Fairly Commanding.

Businesses need to understand something: it’s okay to tell people what to do to. When it comes to navigating a new and unfamiliar site, readers are more than happy to receive guidance in the form of a call to action (especially if they are looking for service). Well-crafted CTAs will almost always increase your site’s conversion rate.


Simplify Your Navigational Menu

Nothing tanks a conversion rate like muddled site navigation. Even the most sophisticated Adwords campaigns and social media marketing can’t save a poorly designed menu system and infinite link loops. If your site receives plenty of traffic every day, but your conversion rate still drops, you might be stuffing your site with too many services.

Simple Dropdown Menu

Finding the Perfect Service is the Ultimate Goal for Site Visitors, So Make it Easy for Them.

Don’t try to get too fancy. Stick with a simple top banner and dropdown menu navigation. Your visitors will appreciate how easy it is to find their services, and you’ll appreciate the higher conversion rate!

Mobile Optimization

Optimize for Mobile Browsing

More than half of all website traffic in 2018 was run through mobile phones, according to a study conducted by Statista. Here’s a startling question: what if over half (52.2%) of your visitors turned away because your site wasn’t optimized completely for mobile browsers? With so many tools to analyze and convert your site into a mobile-friendly format, it’s no wonder Google inflicts serious rank penalties on sites that aren’t suited for the majority of online viewers.

Results for a Mobile Friendly Page Test

Google Offers Free Tools to Make Sure Your Company Site is Mobile-Friendly. Source: Google

WordPress and other site development tools usually contain options to convert your site into a mobile-friendly format. Unless your company is using a desktop-exclusive format, it shouldn’t be too difficult to convert your site. Of course, there’s always professional services to help you!

Want More Tips on Improving Your Conversion Rate?

Check out the Nolen Walker guide for keyword optimization, another crucial element of improving your commercial website’s conversion rate. Our team at Nolen Walker provides invaluable services for developing commercial websites optimized for search, crafting engaging and keyword-rich content, and formulating successful online marketing campaigns to promote your business! Our clients dominate the top results of their local search engine rankings, creating growth and a higher quality of leads.

To learn more about Nolen Walker’s SEO services, contact us at

Does Word Count Matter in SEO?

Because SEO is a reactive industry its “principles” are based largely on confirmation bias and groupthink. Sure, Google gives us some guidelines to follow and occasionally releases a public statement but for the most part, SEO is a guessing game. Somewhere along the line the phrase content is king became part of every digital marketer’s rallying cry. The problem is not in the statement itself but rather in how it is perceived and subsequently applied to digital marketing. Many in the industry equate content with word count. Let’s perform a search for what day is it and analyze where sites rank relative to word count.

What Day is it Search Query

Now we’ll use the Bulk Word Counter from SEO Review Tools to measure the precise word counts of each first page result.

Bulk Word Counter Screenshot

Source: SEO Review Tools

No conclusions can be drawn from a single search query but this one at least demonstrates a challenge to the conventional wisdoms of the content is king legion. Out of 9 first page results, the top result is 7th in word count and 6th in corrected word count. The corrected count is merely an estimate of words on the page that aren’t filler. Like Kennedy prior to the Bay of Pigs invasion in 1961, SEO experts have failed to acknowledge cases like these because no one else is talking about them and bringing them up in meetings. But what you’re about to learn is that we’re not refuting the importance of content for rankings.

Content is Dynamic

When most people think of content they think about words. But why? Searching for the most contextual definition of content revealed that it is defined by Merriam Webster Dictionary as the principle substance (such as written matter, illustrations, or music) offered by a website. Some might point to the inclusion of written matter within the list of examples to validate their pre-existing bias but the reality is that the need for multiple examples is proof against that ideology. Illustrations and music can be considered content as well, and that is mostly the point. Consider these few notes:

  1. 1.) The “written word” may refer to everything from a single word to millions of them
  2. 2.) If illustrations and music are considered content, video is presumably content as well

Content Definition

Source: Merriam-Webster

User Intent Matters

Since SEO as an industry is for profit, salesmanship is inherently present within its marketplace. When you then consider the fact that SEO is a form of marketing it is subject to the same talking points as those used by snake oil salesman and used car dealers. But when SEO is not being used as a marketing chip it can actually lead us to tangible measurements that define trends without an agenda. Users searching for what day is it for example don’t care about word count. What do they care about? They care about what day it is. What the date is. And if it has any significance. Yes, it’s that simple.

Does Word Count… Count?

How would we know? Google makes the rules and they’re invisible. The only thing we can do as analysts is to test the information we have. The best way to do this is by conducting research experiments. As an SEO firm who has noticed discrepancies between the claims of our competitors and the tangible results on our screens, we decided to test a long held hypothesis that word count doesn’t always translate to results. This singular case demonstrates word count doesn’t mean everything but it does not refute the importance of content. Most importantly, it raises questions that others can then pursue answers to.

Will Google Rank This Page?

This page is 741 words long. Will Google rank it? If you’ve arrived at this page there’s a decent chance that it has ranked for one or more keywords. There’s also a chance that you’ve reached this blog post indirectly. Perhaps you’ve entered from a different web page on this site (most likely the homepage) and then clicked on this post in the blog section. Regardless of who you are and how you got here we would like to thank you for reading this through its duration. We decided not to make this post thousands of words because we know that your attention span simply isn’t that long. And why would it be when there’s lots else to do on the internet then sift through 40 pages about SEO theories?. Still, Google rewarding word count for the sake of it seems unlikely.