Using Content Quality to Improve Your SEO Results
By: Gordon Plutsky | 07/22/2016
There has been buzz in the search engine optimization (SEO) community about some recent changes to the way Google’s algorithm ranks sites for organic search. It is part of the ongoing efforts to deliver results that provide searchers with the payoff to their questions and queries. When IT buyers want answers to vexing tech solution questions they usually turn to Google first and see what kind of information they can gather. When searching they are often looking for detailed answers to specific questions. Google’s goal is to provide them with the best site possible – both in content and design/user experience quality.
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To improve the quality of results, they have been tweaking the algorithm to reward quality content and punish poor performing sites. They measure quality a few different ways and a major determinant is how engaged are visitors. How long do they stay on the site, how many pages do they read, do they come back etc.? To stay on the good side of Google and ranking high for IT decision-makers (ITDMs), here are some do’s and don’t around content quality.
Remember that ITDMs are looking for the answer to specific question or data/case studies to help them make a case for your product. Don’t make it hard for them to find the content in question, don’t make them play explorer on your site. The user interface should be such that important content can be found with just a click or two.
The content should not be generic, thin or a duplicate from content that can be found elsewhere on the web. Make it detailed and specific to your product and market. And, the content has to be a payoff to the questions IT professionals will have about your product.
It goes without saying your content needs to be of the highest quality, written by a subject matter expert on the topic. Now that we are nearly 10 years into the “content marketing era” the bar is very high for technology content so it needs to be written by a thought leader or an expert in the field.
Your content needs to be professionally copy edited and proofread for grammatical errors and readability. The copy quality is a reflection on your company, so make sure it is perfect.
Use storytelling techniques and lots of compelling visual content elements to engage readers and keep them on the site. Long blocks of text are becoming old school. Mix it up with great images and integrative features that draw in readers.
Use immersive design for articles that works well on both desktop and mobile platforms. Almost half of your readers may be coming from a mobile device, so it is imperative your site is responsive and works in an immersive scrolling style.
Employ video content to add interactivity to your site and demonstrate how your solutions works. Video is great for educational content and younger ITDMs prefer it to text. It can be watched from any device at any time and is sharable.
By following these tips your site will soon be rising up the page rankings resulting in increased traffic and engagement. Let’s continue this SEO conversation @GordonPlutsky.