There’s just no veiling this fact, folks: Content has been king for a while now.
Bill Gates forecasted this all the way back in 1996. In 2013, Entrepreneur told us to ditch the cold call sales technique and invest in blogs and Twitter instead. Notable sources like Copyblogger forecasted 2013 would be the year of the writer.
There are over 6 billion web pages in existence, both active and inactive.
About half a million new pages are created and published daily.
That’s a lot of web content to sift through, and Google is there to make sure specific pages get to the top.
That begs the question: How is content impacting it all?
How Is Content Setting the Trends?
So how exactly is content setting the trends for how Google looks at, ranks, and values their indexable pages? Worthy question. Let’s take a dive through that sea! 🌊About half a million new web pages are published daily. That’s a lot of content to sift through, and Google is there to make sure specific pages get to the top. 🔝 @JuliaEMcCoy asks: How is content setting the trends? Click To Tweet
1. People Want Relevancy
They want topics relevant to their likes, as well as topics that flow with current trends.
If you’re still busy waxing eloquent on how amazing Brave was while everyone else is going on about Frozen, you’re like the person who wears socks with their sandals. Relevant topics are the only way you are going to gain and maintain readership.
This might seem a little frustrating, especially if your topic doesn’t seem to be the most relevant out there, but finding ways to make it mesh with its surroundings will help immensely. You can use some SEO copywriting tips such as creating an eye-catching title, having a strong start to your content and having a strong call to action. This will help readers feel your topic is relevant, get you further up on that Google search page, and, in the end, get you more readers.
2. People Want Content
Content is important to the average web browser and internet user.
Information — literally on any topic under the sun — is all around us and out there for the curious. We can google any topic or question and get an answer in seconds.
In today’s information explosion, good, trustworthy content matters. It satisfies our curiosity, answers our questions, alleviates our fears, and eases our pain.
Readers like to get information quickly, but they also want to know they’re receiving it from a knowledgeable source. If your content is too short, people may suspect you’re not as knowledgeable as you seem, especially in the age of article regurgitation.
It seems everyone is an expert on spitting out the informational bare bones, but not many are experts in delving into the juicy meat of a subject. “But what about those casual browsers?” you ask. By offering a heartier wealth of information, you have the potential to turn those casual readers into intent readers, hungry for more information.
3. People Love In-Depth Discussions
You’re used to hearing that you need to have short and concise blogs to attract more readers, but the reality is Google ranks blogs with higher word counts and quality content. This is because they believe people are more likely to stick with an article that’s longer than the short, concise article we’ve all been told is important.
People want to see that lengthy post. They may not read every single word, but they’ll believe you are the authority on your topic if the post is longer. That might seem strange, but think about how you feel when you search for an article. Do you prefer a site that seems much more knowledgeable, with lengthy descriptions, or one that barely gives any discussion on the topic?
4. Quality Is Mega-Important in the Game of Google
While long, in-depth content is a factor in ranking with Google, another important factor is the quality of your content. If all you do is write specifically for the search engine and sacrifice quality in hopes of getting more viewership, you’ll find that you rank a lot lower than you initially thought you would. Google wants to make sure the content they rank is quality, something that is filled with interesting and engaging information.
Whatever your niche, make your content incredibly valuable to people interested in your product or topic. Give facts that aren’t too well known, try to stay away from the generic, overdone articles. Find ways to implement relevant pop culture references to connect what you are discussing with something that the majority of people love. If you are a little confused as to what’s relevant, just pop onto Facebook, wade through all the Buzzfeed quizzes and find the stuff people are posting about.
When it comes to finding your site at the top of a Google search, the more quality blogs, or content, you have is important. It is another part of the new Google algorithm, according to Jeff Quipp over at the Huffington Post. You also want to be seen as an authority on your topic.
Need more insight on ranking in the top of Google? Get our in-depth checklist right here.
5. Authorship Matters
In the game of Google, you rank, or you lose. There is no middle ground. Well, OK, it isn’t as intense as Game of Thrones says it is, but close enough. You want your page to rank in order to get those readers. Readers don’t like to sift through page after page to find what they are looking for, so eventually they will give up the further down the search page they go.
If Google sees you as an authority in your field, they will rank you higher than those whom they do not deem to be experts. By combining quality content with Google authorship, your page will surely find itself ranking high.
6. Blogging Is Important for Gaining (and Keeping) Customers
According to a Conductor report, consumers are 131% more likely to buy from a brand after they read that brand’s content. In fact, most people are introduced to a new company via the company’s blog. It’s a great way to find out more information regarding the product they’re interested in while also feeling that they have more of a connection with you and your business.
People still do crave connection. Only, they now crave it from more than just friends and family, but also from the companies where they shop. (It’s a good feeling when a company seems to be talking specifically to you.) People are more likely to purchase a product or use a service if they feel that connection.
7. People Love to Get Personal
As we said, people like to feel connected to companies with which they do business. You can make customers feel like they know you by providing information about yourself and the people who run your business. Before you go and make a generic “about” page, think about your target audience and write your information accordingly.
For example, by focusing on the community of nerds and geeks, a small group called Geek Girl Pen Pals has been attempting (successfully) to get people back into the art of letter writing. They write their information in a way that suits their target audience. The people who use this site feel connected to the leaders by reading their information, reading blog posts on the site, and following them on social media. Get a little personal with people and you will see your site rank higher in the searches, gain new customers, and keep your existing ones.
3 Tips to Conquer Google’s Algorithm with Content
You may find yourself rethinking your content strategy due to Google’s search algorithm, and we’re here to give you a few final tips on how to make your content relevant for Google:
1. Assess and Analyze What Users Search For
Assessing and analyzing what people are searching for will help you create relevant content that will rank on Google. Find the keywords people use when searching for topics in your field. Once you’ve figured out which keywords (and their synonyms) to use, it is time to figure out which type of post people are more likely to look for when searching your topic.
A few of these “favorite” type of posts include:
- How-to’s: People like to read articles that explain how to use something, how to create something, or how to do something new. Pinterest has made this even more popular.
- “Top __” lists: You know these lists. The ones you see on Buzzfeed, or AFI’s Top 100 Movies of All Time. We all enjoy these lists. They’re a great way to learn about new topics or to feel validated in our behaviors (see the “Top Things About Being an Introvert/Extrovert” articles, like this one from Time).
- FAQs: We know there are particular questions everyone has about a product or topic, so why not create a FAQ for your company’s blog? It’s a great way to get people to read more about your business and get answers to their specific questions.
What other types of content should you be creating? Get the lowdown in our FREE Master List of Copywriting Services.
2. Assess the Look & Usability of Your Website
After getting those readers to come and read your content, you need to make sure to keep them.
Make sure your site isn’t filled with clashing colors, tiny type, and instant play music or instant play commercials. We know, you really like Pharrell’s Happy, and it totally works for your product, but people do not want to be sitting in the library and have a peppy song unexpectedly blare from their device. Even if your site reflects your brand colors, make sure it won’t stress out the eyes OR the ears.
3. Get Social
Lastly, getting social will help your site rank and bring in more readers.
Get social media buttons on each post, directing people to your Facebook, Twitter, Instagram, etc. Having social sharing buttons is another great way to attract more people and help you outside of Google’s new search requirements. People who find your article are more likely to share said article if they have an available social sharing button to use. It is a quicker and easier way to share something they enjoy than copy-and-pasting your link.
It’s Time to Double-Down on Content
Now that you have read the various ways to improve your content and meet some of Google’s latest updates, it is time to go and implement them. Changing your content and content strategy to fit Google’s algorithm will not only help you rank higher, but will help you get more readers and keep those readers long-term.
Why are you still reading? Get out there and make your content + website the best they can be.
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