Google makes substantial improvements to its overall ranking process several times a year with some of these changes having a significant impact on how its search algorithm ranks content.
With more businesses competing online than ever before, winning the content battle is becoming increasingly important to boost SEO and outrank the competition.
Most businesses are aware of the importance of creating website content to help them rank in search engines, but few are aware of how to structure and write quality content that will score highly with Google’s latest algorithms.
Google’s core updates are designed to increase the overall relevance of search results and make them more helpful and useful. This is great news for the customer as they are presented with the most relevant results, but the problems arise when businesses don’t continually refresh their content to reflect these changes, leading to a drop down the search rankings.
Google is always trying to improve search overall and keep pace with the changing nature of the web. The nature of the web is trending towards longer form, naturalistic content, with Google rewarding websites that offer large amounts of well written quality content.
That’s not to say that there is anything wrong with pages that may perform less well after a core update, just that what Google is rewarding has changed.
One useful tip is to look at pages that were previously doing less well but are now performing better. These pages will most likely be performing better because Goggle recognises that it has previously under-rewarded these pages. Looking at how content is structured and written on better performing pages will give insight into what Google’s latest algorithm is looking for.
To make sure that a business is offering the best quality content to take advantage of the advancements in each new incarnation of the Google algorithm, businesses should seek to create content that is:
- Well written
- High quality
The key sentiment that Google is looking for when it ranks content is trust. Trusted content is original and offers genuine value to those that read it.
A business that has its content written by a journalist-trained expert will not only ensure that its content is well written and insightful but it will also be looked upon favourably by Google because the content will convey trust, providing an SEO boost.
Most business owners realise that one of the most effective strategies a business can employ to boost SEO is to earn coverage with backlinks from high-authority websites. The higher authority the domain that links to a website, the more Google will trust that website and rank it accordingly.
Google’s latest algorithms will convey the biggest SEO benefit to those businesses that integrate their digital PR and content strategies by creating long-form content that can be linked to from coverage earned on high authority websites.
Not only will this strategy result in a greater SEO boost because Google can see that both sets of content are relevant and insightful, but businesses are far more likely to earn follow links from high authority websites because they are offering information that the journalists can link back to.
Contact Motive PR today to see how we can help you create the sort of content that will take you up the search engine rankings.