Great Content = Great Google Ranking
Just as the caliber of your character matters for customer relationships, it matters to Google and here’s why… Google is continually evaluating website content based on relevance and quality, so too are the people using Google. What does that mean? It means that as we move closer and closer to a marketing structure that really caters to people’s needs, we train Google how to register those met needs, just the same. It’s safer to assume quality means EVERYTHING and increasingly so. However, here’s a quick reference guide to give you a better idea of what that looks like.
Key Points for Q.A. based on Google’s Mission
- High-quality, high-value content
- Great content formatting that is easy to interact with
- Superb user experience (UX)
- Eliminating any aggressive and/or deceptive advertising
- Fixing any and all on-site SEO issues
How does Google Judge Content?
A good rule of thumb is to improve quality content across the board and over the long run for your efforts to be realized by Google. You will want to have marketing staff and content professionals conduct a full content audit then update old blogs using your new high-quality, no more excuses rubric.
1.Content Formatting
According to Google, the best general formatting for your blog as well as other website content needs to include:
- Superb headlines and meaningful subheadlines
- Readable, well-formatted text (both for Google and your readers)
- Catchy and honest introduction with a lead-in question
- A body with rich information that is unique and valuable to viewers
- A bold, actionable, and helpful conclusion that empowers the reader with a propelled sense of knowledge toward a particular action.
- A place for leaving feedback to allow for extended discussions, unanswered questions, or handling rebuttals of your process or logic
- But wait! Don’t forget images, video, and gifs. You will need to make sure each has a purpose, place, and presence that matches the intention of your content and is correctly formatted
2.Length of Content
Not too short when it should be longer, not too long when the answer should be short and direct. In other words, maintaining integrity in the length of your content. When developing your content, treat it as if you are sharing the information with someone famous that you’ve always admired, just pick someone, whether dead or alive. Think about the conversation you would have with that ultra-important person. Would you overindulge on a topic that only requires direct answers? Would you be too brief on a matter that needs a little legwork to explain and get the breadth of your point across?
The point is, if you’re maintaining integrity with the length of your content, you will be maintaining integrity with people and with Google. When you do this, you won’t need to reassess your content every time there is an algorithmic change.
3.Duplicate Content
There are rules to the content game, my friends. Those rules include not making multiple copies of the same content and spreading it across various channels for the sole sake of increasing your presence. With that said, it’s also not sufficient to change up a bit of the headline, text, or a little unimportant something just to say it’s different. There are ways to funnel your content to various channels like LinkedIn or Medium without raising red flags, however, you will need a conscientious team to know how and when to execute this. Heed the correct methods for sharing content on multiple platforms according to Google standards, using the tools available on each of those platforms.
4.Uniqueness, Nerve, and Talent
Does your content team have the journalism chops to compete with Forbes and The New Yorker? This may seem like the standards of a heaven-sent content creator but if you want to be competitive in the future online market, this will need to be the trajectory for the intellectual and creative output of your team. Are they savvy, well-read, up-to-date on a variety of topics that will influence your content like industry history, nuances, and public opinion?
Figuring out if you have the right content team will require that CMOs and Directors, 1) find the curious team with the intellectual capacity to think of topics in a newsworthy way, a group they can trust that will keep all company goals in mind while developing a creative edge for company content and 2) give your team the creative flexibility they will need to find new and innovative ways to make your brand shine with your content.
5. Bonus…
Involve Lobbyists in your Educational Content tactics!
One huge way to leap over the competition and help your industry as a whole is to connect with lobbyists in your field. Become the go-to source and deliver content in the form of presentations, graphs, data-to-content, reports, and other helpful evidence. This can be used for lobbyists to do their job better while illustrating their key points for proliferation and protection of your industry in Congress.
It’s not enough to offer solutions, sometimes you have to realize the historical underpinnings of your industry in order to deliver relevant insight to people. Then, you have to apply your efforts collectively to push the movement in your industry, forward. Double down on educational content and political action for a winning combination that addresses both the long-term and short-term goals of your company as well as your industry as a whole.
Learn more about how we use High-Quality Content to solve the educational & Google Ranking needs of our clients. [su_button url=”https://armarketinghouse.com/contact-us/request-a-quote/” background=”#dcae1d” size=”5″]GET RANKED[/su_button]
