If you haven’t been quite successful in getting Google to notice your website, cheer up because you’re not alone!
Ever since Google came out with new algorithms and introduced Hummingbird to the public, a lot of online marketers, web developers and website owners have shifted a major bulk of their attention to one element: content. Yes, content matters now more than ever if you want Google to be your best friend. Content still matters if you want to improve your website’s search engine ranking. Content matters a lot in search engine optimization.
What types of content?
You can publish blog posts, articles, infographics, tutorials, memes, vlogs (video blogs), podcasts; among others. When posting non-text content, such as infographics and videos, make sure to include a description or accompanying text with it. For instance, when your content is a video tutorial on how to knit, include its transcripts. You can also put a summary or short how-to. This way, people with slow Internet connection or those that don’t want to spend too much time watching your video will know what your content is all about.
Not just plain content but fresh content
What Google actually favors is not just plain content, but original and fresh content. Hummingbird is the type of bird that favors precision, and this is exactly what Google is looking for, too. This is something you can get only if your website is constantly updated with useful and informative content.
When we talk about fresh content, we talk about content that is up-to-date, useful and relevant. Content that matters. In other words, if you are to keep your website’s content fresh, you should frequently update it. The more frequent you update your content, the better for Google to find it. This is the reason why a webpage that was developed just two days ago will get a higher fresh content rating compared to one that was created some months ago. In other words, don’t allow your content to remain stagnant.
If you are to attract Google, the first thing that you should do is schedule a regular update for your content. It’s simple. All you need to do is decide how frequently you update your website. Some post every two days, while others do so every other day. It’s really all up to you. Although there’s no required number of posts or articles you should do, we advice that you should update at least once a week. You’ll have to do a little experiment and some web analytics to find out which one will work best for your website.
Share and promote them through social media and forums
And it helps a lot if you know how to share your fresh content through social media. So once you’re done publishing your blog, share or promote your article through Facebook, Twitter, Google+, Instagram, LinkedIn and / or Pinterest. If you want to go deep, share your content to online communities or forums. These portals should be related to your business, service or offered product. If your content and business is about flower arrangement, don’t share to online forums that talk about computers or motorcycles.
Social media and online communities will help generate buzz. If you decide to update again after two days, the buzz will continue and your online presence will stay active. If there’s a lull in your website’s action, there will also be a pause in its traffic.
Remember, however, to make your content unique and original. Otherwise, Google won’t consider even just looking at your site.
Are rewriting and rephrasing articles from other websites recommended?
Basically, rewriting and rephrasing the content of others is an unethical content marketing strategy. Your articles or blog posts will not be considered as fresh and original. However, there are some exceptions. If you’re writing tutorials and scientific content, rewriting and rephrasing are allowed. This is because these types of content are highly methodical. They’re too technical and its information can only come from a single source. This is where you should apply proper citation. Link or hyperlink the sources of your information. Images and videos should also be attributed to their owners.
Tip: If you’re hiring a freelance writer or ghostwriter, before publishing the content to your website, scan them first using Copyscape. This online tool checks your article or blog post for plagiarized content.
What to do?
There are three things that you need to teach yourself if you are to keep your content fresh and original. First is patience. You’ll need a lot of patience in planning out how you should do things. You probably won’t get your plans right the first time; but if you stay patient and keep trying, you’ll be greatly rewarded.
Next, you’ll need a good strategy. How do you plan to regularly update your website? How often will you post fresh, original and high quality content? Are you going to use social media to generate content feedback? Are you going to write all the content yourself or will you hire a ghostwriter? These are questions that will help you come up with the best strategy for regularly posting fresh content that matters.
Finally, you should exert the right amount of effort and perseverance if you want to win your way to Google’s heart. SEO is not – and never will be – an overnight success kind of thing. You’ll have to work hard to get what you want. Don’t give up if your content doesn’t get Google to like you the first time. Just go on and keep doing better. After all, when you keep trying, there’s no way for you to lose.
The most important thing to remember is that content will be your website’s best marketing strategy. Since search engine marketing and SEO begun, content was almost always the basis for ranking websites. But keep in mind to not just post a content because you need to update your website. Post only content that is relevant and original. Don’t copy-paste or simply rehash old articles. They don’t count as fresh and original. Just let your creative juices flow and you’ll never go wrong!
Photo courtesy of Tony Ruscoe.