It’s no secret that Google is obsessed with delivering high-quality content in response to user queries. Google’s Panda 4.1 update, which went live in September of last year, put even more importance on quality content. This means it is now weighted more heavily in Google’s ranking algorithms. The update ultimately helps Google push sites with lower quality or those with thin content further down in the rankings while promoting sites with content that is of high quality. That’s pretty important to the overall success of your website. Not only is Google the number one search engine in the world, it also is responsible for sending more traffic to websites than any other search engine.
So, it is clear that content marketing is crucial, but why, exactly, is content king? Why is content important? And how can you ensure that you are successfully publishing content that Google actually cares about? Let’s take a look.
Why Is Content Important?
If you’re wondering why content is important, you’re not alone. The answer to this question basically boils down to the fact that high-quality content improves the user experience. The better your content, the more users will get out of your site. That means quality content will help you drive more traffic to your site, help you set yourself apart from your competitors, and, ultimately, improve your overall bottom line. Content is the foundation of your website.
The importance of content isn’t going to wane anytime soon. By all accounts, Google will continue to prioritize high-quality content. “We're continuing to work on additional algorithmic iterations to help webmasters operating high-quality sites get more traffic from search,” Google explained on its Webmasters’ blog.
What Makes High-Quality Content?
So, now that we’ve explained why high-quality content is important to marketing, you may be wondering what makes high-quality content. To ensure that the content you are publishing is high quality, be sure to keep the following points in mind:
· The information should be trustworthy. Can your users trust the information that you are posting? Is it credible and accurate? The answer to both of these questions should be a resounding “yes.” Otherwise, your content simply isn’t high quality.
· The content should be original. One of the main criteria for high-quality content is that it is original. In other words, it isn’t found anywhere else on the web. Duplicate content, meaning content you plagiarized from another website or content you’ve made slight tweaks to and then republished on your own website (also known as “spinning”), can get you slapped with a Google penalty, which can and will affect your ratings.
· The content should provide insight that is valuable and relevant. Content should never be produced solely for the purpose of search engines. Rather, it should be geared to your target audience and developed with the needs, interests, and preferences of that audience in mind. This will enhance the user experience and ensure that people are finding what they want and need on your site. Google itself explained: “Our advice for publishers continues to be to focus on delivering the best possible user experience on your websites and not to focus too much on what they think are Google’s current ranking algorithms or signals.”
· The website should be authoritative. Authoritative websites are generally perceived to have much higher-quality content. The key to building authority is a healthy links profile to show others on the web and in your niche value and trust what you have to say by developing natural links. As Google explained, “Natural links to your site develop as part of the dynamic nature of the web when other sites find your content valuable and think it would be helpful for their visitors.”
· The content should be well-written. High-quality content is content that is easy for users to read. In other words, it should flow well and be engaging, and it shouldn’t contain any kind of errors of typos.
· The content should be fresh. Google inherently prefers content that is being routinely updated and reviewed. The more current the content, the “fresher” it is. To maximize your quality score, make an effort to keep fresh content on your site.
Want more tips on how to create high-quality content? The good news is that Google has created an online course specifically dedicated to the topic, and the content generation experts at 10twelve can help you develop content Google will love.
And remember, when it comes to producing high-quality content, there aren’t any shortcuts or workarounds. To ascertain content quality, Google isn’t just relying on an algorithm. The company actually has human content raters who have the sole purpose of identifying both high-quality and low-quality sites.
Why Is Content Marketing Important?
Once you have great content, you need to syndicate that content to your target audience. If you’re wondering why content marketing is important, the short answer is because it ensures that it actually gets your content out in front of the people you want to consume it. Make sure you are syndicating content on your blog, as well as across social media channels, to maximize exposure.
Good Content Is Good for Businesses
The bottom line is that Google cares about content — and it cares about it quite a lot. Even a page of low-quality content on your website can have an adverse impact on your rankings. “Low-quality content on some parts of a website can impact the whole site’s rankings,” Google explained on its Webmasters’ blog. “Thus removing low quality pages, merging or improving the content of individual shallow pages into more useful pages, or moving low quality pages to a different domain could eventually help the rankings of your higher-quality content.”
It is in your best interest to devote time and resources into developing and publishing high-quality content on your website. Beyond just boosting your website’s ranking in SERPs, research shows that content marketing leaders actually get 7.8 times more traffic to their site. In addition, high-quality content has been shown to increase brand recall. If necessary, it might be a good idea to bring in a professional in order to improve your overall content marketing strategy. Remember, Google will reward websites with high-quality content with higher rankings, which translates into more traffic and an improved bottom line. To learn more about how to curate content Google will love contact us today!