If you’ve been reading SEO blogs since the end of 2012, you would have seen the some 607,000 headlines explaining how creating content is like a magic bullet where by simply firing it up on your website will make Google love you, because Google loves content… After all, “Content is King”.
It seems this adage has been terribly misunderstood by many companies, SEO professionals and people with a keen interest to learn how to create a website that ranks exceptionally well in Google.
We’ve seen over the last two years ‘content crazy’ strategies, which in fairness worked well in the early days, of blasting out information through blogs, articles, new pages, videos and everything in between. This content often had no real purpose or direction however it satisfied Google’s early algorithm metric (the formula that decides what website should rank in which position) if a website is updated more frequently with various types of content, it should theoretically be more relevant than a website with less activity.
This makes sense, sort of. The problem being that really great existing or less frequent content can often be more relevant than a plethora of digital diarrhea that another website is producing. How does Google combat this? They measure the engagement of the content on the website and the engagement of the brand. This quickly brings us into the social sphere (SEO & Social – When worlds collide – NB: This isn’t the title of the article but sounds epic), which is quickly moving off topic, but one we’ll surely cover in the coming months.
Ranking highly in Google with engagement content should not be the biggest reason why you would deliver such a piece to your audience. How about driving more sales?
We seen far higher conversion rates (users who complete a goal on your website) when users engage with a piece of content on their journey to purchase or sign up. Typically we see a 20-30% conversion rate lift if a user has experienced a piece of content that resonated with them. What would this mean to your bottom line?
We liken content strategies to restaurants, yes there is the all-you-can each smorgasbord option which produces a sub-par product and experience which is often not considered by users and can cheapen a brand. Or there is the high end establishment option, which has a great name in the market, has people coming back and recommending them to their friends. I know which I’d rather be.
Just remember folks, Google wants to be your best friend and only wants to recommend the very best option for your query. Be a good friend back, show Google that you are the very best option by having an excellent website experience with engaging and authoritative content. #friends4life