We’re quite familiar with the world of Search Engine Optimization, which is ever evolving and is full of unprecedented surprises owing to the upgrades in the algorithms from search engines. Naturally, the SEO expert needs to be a step ahead in his strategy on adopting the latest techniques and consistently reviewing his present ones. As we talk about this consistently changing set up, we can’t miss out on the one very consistent aspect in the world of search – Content.
Content has consistently remained to be the most important element of SEO. Matt Cutts, from Google has often highlighted that the key to Google rankings is quality content. Duane Forrester from Bing reminded marketers at SMX Advanced 2011 that “all SEO rankings signals revolve around content of some kind.” Yes, we can easily conclude that content has been and will always be the king in the digital marketing sphere!
This brings us to an interesting question – What kind of content? We’ve witnessed how over the past few years, businesses kept bombarding the internet with content of varying degrees of quality till Google decided to do something about it. It came up with the much dreaded Panda algorithm with periodic updates to ensure the content that is uploaded online is of relevance and value to the readers. Given the scenario, it becomes crucial for us to know the type of content we should focus at for sustaining the success of SEO campaigns.
What content is high quality content that Panda rewards?
As far as the parameter for quality of content goes, we don’t really have any rule to determine that quotient. However, we do have a set of criteria which we can adhere to; to ensure the content we publish gets us the desired results.
1. The content should provide original research and insights.
2. It should comprehensively cover the topic without being overly detailed and repetitive.
3. It should be kept interesting by exercising brevity and be built to capture the audience’s attention for its relevance and usefulness.
4. It should be interactive in its appeal and should evoke audience’s reactions
Another important point to be remembered is to make sure the content is available to users for them to share, recommend, bookmark and link to other websites. There is a clear trend of SEO going social. With Google and Bing confirming that they use social signals in their ranking algorithm, it is obvious that the search engines want to prioritize results based on social shares. Earlier in 2011 Bing expanded its deal with Facebook that allows Bing to both personalize search results and use Facebook Likes to gauge the authority of pages. If you connect Bing to your Facebook account, you would see integrated Facebook Likes whenever you conduct a search on Bing. Google launched Google +1, allowing users to vote for pages and search results. In short, marketers now need to focus on publishing content that engages users and encourage users to thumbs-up and share the content with their friends.
To conclude, it’s not just about what you say, but also about how you say it. It’s that perfect blend of quality and quantity of the content published by you that will define the success of your online campaigns.