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Search engine optimization and quality content: two different tactics to getting found online? Maybe not. More than ever before, Google SEO means high quality content. To continue as the search engine of choice, Google is changing internet marketing’s old style focus on keywords and links.
Maybe search engine optimization IS content!
Let’s take a look at Google’s Webmaster Central Blog and this post, “More guidance on building high-quality sites.” Here Google says right off the bat, “In recent months we’ve been especially focused on helping people find high-quality sites in Google’s search results.” Then it provides a list of 23 questions they ask themselves as they develop their search algorithms.
Let’s take a look at the first five from Google’s list and then I’ll comment on each…
Hello Google, A Penny for Your Thoughts?
1. “Would you trust the information presented in this article [or page]?”
How do you convey trust in you and your company? Site your experiences in the article or page. Present your credentials at the end of your post. Make links to your contact page easy.
2. “Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?”
Google wants in-depth articles that actually inform and help people. The more detailed the information you write, the more confidence your reader has that you know what you’re talking about. But keep in mind, you must develop camaraderie by speaking in your audience’s language. Use the terms they would use to convey your information more easily.
3. Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
This is the old trick of writing thin pages for similar keywords to fool Google into ranking each keyword. It won’t work anymore. This is where it’s a good idea to organize your pages into categories of services and products. And, plan your blog topics in advance so you’re not writing about the same things post after post.
4. Would you be comfortable giving your credit card information to this site?
Place your phone number and email at the top of your site in the header. Include testimonials and list any industry associations you belong to. Though many sites don’t do it, I recommend you include your mailing address on your Contact page. If you’re easy to find you’ve offered proof that you have nothing to hide.
5. Does this article have spelling, stylistic, or factual errors?
Be sure you edit your work. Read it out loud to yourself to catch simple errors and, if you stumble while reading, change the sentence so it’s easier to read. It’s also a good idea to get someone else to read your piece. Or, hire a professional web writer so you don’t have to worry about it.
High-quality content has never been more important to the search engines and, ultimately, to your prospects. You can’t trick either anymore with thin, keyword heavy articles and web pages.
I hope this helps…more on Google SEO and its guidelines on building high-quality content in future posts.
Until next time,
Nick
Nick Burns is an SEO web writer specializing in persuasive copywriting and content marketing. He provides clients a winning content strategy plus the special web writing to make it work. You can contact Nick here.
