SEO Grimsby News – Google Now Rewards Great Content
To the experienced marketer, this is a no brainer.
To others, it will probably need a little explaining.
It is really common knowledge, if you do follow Google’s guidelines, you could run a blog and increase your business traffic and profits (remember, this happens over time).
It is not instant, well, very little in business is.
When we say Google, we mean Google the search engine (not the global company with fingers in every pie).
Google is the leading search engine for much of the world.
When anyone mentions SEO and getting on the good side of Google, it is true that other search engines, like Bing, Yahoo or Ask will be affected in a similar way.
What do we mean?
How do Google reward a website for playing ball?
Through search results.
A website that plays by the rules is going to have a higher ranking in the search results than a site that does not.
Content varies in quality.
Websites vary in speed, reliability and usability.
The audience for any given market varies.
The scale of the rewards differs greatly, from industry to industry.
There is also the small issue about what the word ‘website‘ means.
A few years ago this would not have been an issue.
A website is clearly a page on the Internet with a URL.
Now we have smartphones and apps, the line has been blurred slightly.
Google does not have much link between SEO and apps, beyond app sites being subject to the same rules as other sites.
Apps themselves are more segregated to the Google Play store or Apple, so therefore regulated in other ways.
Regularity of Your Posts
What do we mean when we talk about regular posting?
Google does like people posting on a consistent schedule, but it’s indexing is nothing like consistent.
You could have the Googlebots index your website three times in one day, and then not be indexed for another week.
If Google does not use your schedule for its bots, then why does it care?
- Google likes fresh, new content – The newer your content is, the more likely it is that the information is correct, up to date and viable. This means it’s as relevant as possible the moment it goes up. The older the content is, the more likely it is to have lost some value as the world changes around it
- Google likes a constant flow of content – If you create a site, throw 200 blog posts on it and leave, that site is no longer valuable to a user. Sure, the information might be, for a while, but other websites may have the same or better information, with an active community and people who care behind the scenes
- Google likes accountability – If you are posting content regularly, you are more likely to keep posting, and thus Google can feel better about promoting your site as a good intellectual investment. Of course, that’s not entirely true; Google does not make such judgments. When you are adding content to your website over time, Google is more likely to trust you
Now we have covered why Google loves regular posting, how regular should you be?
How often should you post?
The answer varies greatly.
- Small businesses can get away with one or two weekly posts, if they want
- Small and medium businesses are more likely to benefit from 3-5 posts per week
- Any size business can pull off once daily (7 per week) posts, as long as the content is varied and maintains a high quality
- Only the largest sites with large audiences should consider more frequent posting – Gigaom, Moz, or some of the other large entities with multiple contributors can publish a constant stream of content all day
Frequent content is unlikely to harm you, if your quality is high – After all, a financial blog that has to keep up with developments throughout the day cannot be penalised for providing up to the minute information.
All that is left is the content quality.
What makes content great?
What puts some content above other content?
How can you work to make your content as high quality as possible?
- Originality – Content that cannot be found anywhere else is a huge benefit – This is why it is a good idea to report on current events and perform your own case studies; you are not scrapping your data from anywhere else. No one else has done it before, so you reap the rewards
- Readability – A lot goes into readability – Using bullet points and bold formatting – Keeping paragraphs short. Using easily understood language, keeping your content free of misspellings and grammatical errors. It all contributes to how easily a reader can progress through your content
- Utility – What does the user get out of reading your content? What do they takeaway with them? Did they learn something new? Do they have a plan of action they can put into motion? Your content needs something actionable
- Sourcing – Your content is not in a vacuum, Either you harvested data yourself – In this case you have documents you can cite as a source – or you are pulling data from elsewhere – Citing your sources makes you part of a larger community and benefits you in a number of ways
- Engagement – Are you lecturing your readers or are you engaging them? Are you giving them a way to respond, on your site or through social media? Are you responding to them, when they comment? Writing content users want to reply to helps you build a following
- Visual elements – The web is a great and varied medium for information, which means your blog posts can be more than just text – Images, videos and podcasts are all viable additions to blog posts and help increase value
- Shareability – Is your content something users want to share? Is it something they can take to a friend and say hey, check this out, this is really good? Is it something they can forward to their boss as a reference? Give your users a reason to share
- Memorability – If you were to ask your readers tomorrow what they learned from your posts today, what would they say? Would they have anything to say, or would they have forgotten your posts entirely? Make it memorable so it is worth remembering
Google truly does love sites that regularly post great content.
- Jeff Bullas
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