Why Great Content Wins in Google
Over the last few years through all of the search engine updates known collectively as the “Google Zoo” (Pandas, Penguins and so on) most webmasters knew it was only a matter of time before Google would start enforcing what they were preaching about content. That day is here. In the recent revision of the Google Webmaster Guidelines they have made it crystal clear that they’re on a mission to eliminate duplicate, thin, and otherwise poor content off their search results.
So how does this affect small business?
To put it in a nutshell, this means that we are to prize quality over quantity, and endeavor to make sure that our content isn’t there simply to collect a link back to our pages, but to add valuable and meaningful grist for the conversation. This flight to quality means that we should abandon excessive, low-quality SEO for a more natural, long-tern qualitative strategy to search engine optimization and link building. Nevertheless, this does not mean that we avoid attempting to promote our pages with link building. It’s the link schemes, link farms and manipulative machinations that Google is trying to get rid of.
Best practices and what to avoid
- Strive for social sharing – Among the most important factors in the search algorithm now appears to be the presence of social sharing of your content. Make sure you not only have the facility to share it, but that people want to!
- Create epic content – Associated with the above, one sure way to get people to help spread your content near and far is be sure it is the best you can come up with.
- Avoid content automation – Google is becoming very good at ferreting out automated content. Do yourself a favor and just steer clear of this game altogether, as anyone with half a brain can recognize spun and regurgitated text.
- Employ link diversity – Be certain that you’re varying the text that is linked. Use a mixture of your keywords, URLs, click here’s and other generic phrases.
- Run from link schemes – Bid farewell to link farms and other ways of gaming the GoogleBot. Any gains you may have would be temporary, and the resulting penalties a lot more long term!