As businesses start to wise up on the need for content driven SEO, it seems they have already forgotten the primary reason for the process and are blindly publishing anything that comes to mind.
We Are Writing Content, Isn’t The The Idea?
Yes, absolutely. Google is a hungry animal and loves to be fed new, unique content that it can digest and add to its directory. When Google first rolled out its Beta version in the mid nineties, the general buzz was that it was going to be the first contextually based search engine. It was not going to rely upon meta data as heavily as the other major search engines of the time but rely upon how relevant the content of a website was to the search being made.
Looking back, it now seems pretty obvious that what Google was attempting was to direct the Internet community to concentrate on the quality of the information it distributed. In real terms the only way this could ever be achieved was for website owners to start caring more about the type and amount of content they published.
We have once again come to the starting point. The past decade or so of manipulative tricks for SEO, heavy low rank back linking, low quality content, and keyword stuffing has stopped. Google has decreed it and as such it is no more. If you feel a bit like a school child who has been told off by his teacher for acting inappropriately, then join the throng of millions who feel the same. Google will not stand for any more nefarious SEO tactics and will eventually punish you for the practice.
Why Is The Content So Important?
Google has returned to its point of genesis. The content of your website is the most important aspects of it. Without content your website would have no purpose and no one would have the need or indeed the want to visit it. The content allows Google to understand your website’s place on the Internet. It realises what your website is about and how relevant it would be to searches made in that subject area. It looks at how often the content is updated and therefore how interested you are in keeping the information for your visitors up to date and relevant.
And Here Comes The Rub
Businesses and website owners have come to understand the need to regularly update their content. The most successful websites always employ a blogging facility, such as WordPress, which allows for the easy publication of new SEO content and its subsequent distribution through both RSS and social media channels.
The act of writing content does not seem to be the problem, but the mammoth issue is the quality, relevance and frequency in publishing the content.
What we are finding is that when a new client is asked about their content strategy, they generally reply that one of the their admin team looks after the blog and posts as often as they can. When delving a little further, it is soon demonstrated that what the admin team member has been blogging about is general news about the business that really only a very few of those working here would show any interest in.
The primary reason for writing, publishing and distributing content is to give relevant and useful information to your customers; both existing, returning and prospective. In gaining that competitive advantage that well written content can give your website, you need to end up being seen as an expert in your field. Your website should simply ooze authority on the subject; leaving your visitors waiting for your next article.
Trust me people, they are not interested if the toilet paper is white or pastel.
What Can Be Done?
Start off by wanting to take some pride in your website. Your would not want some babbling and rambling lunatic sat in reception; scaring all your customers away. Neither should you want peoples first impression of your business to be one of a disdained lack of interest because no one can be bothered to research one decent article for your website.
If you want to get a member of the admin team to update the blog then give them some direction and some time to do that. Light fire under them and point them in the direction of news worthy item that they could write an editorial or précis on. Every industry has its trade journals, he vast majority of which have online editions. If you are really stuck then use the Google News facility, search fro your industry news and voila.
And remember people, you are writing for human beings, not search engines. Keep the language natural and flowing. Make sure you do not stuff the content full of keywords an keep it unique.
This Sounds Like Hard Work
Guess what, it is. There is no more room for corner cutting SEO and we all need to work a lot harder to gain any advantage in the Google rankings. Writing compelling copy is not easy and takes practice. The more you write, publish and distribute the more your clients will see your website as an authority and so will Google.
About The Author
Richard Hartley is the Head of SEO at the Digital Marketing Agency, Big Red Rocket.
Richard has been heavily involved in web development, marketing and SEO for over 15 years and has a wealth of experience in a number of competitive market places. He is a key exponent of SEO Manchester and his commentary work is regularly published.
Richard is a prime mover in Content Driven SEO and specialises in the creation, publication and distribution of content though a number of media channels and social networks; such as Facebook, Twitter and Google Plus. Richard has worked for a number of household names and has a loyal band of clients who retain his services.
Richard can be contacted at Big Red Rocket by calling 0161 410 0351 or your can send an email by clicking here.