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Why having the right quality and balance of content can help your SEO

SEO vs Content Marketing

25 Nov Why having the right quality and balance of content can help your SEO

Why having the right quality and balance of content can help your SEO

Long gone are the days when content littered with keywords and little more besides would be enough to elevate your position on the search engine rankings. This spammy practice gradually lost its momentum and in its place came the requisite for higher quality and unique content, scattered with a healthy smattering of keywords.

The good news is that with the right quality and balance of content you can help build your audience and your SEO rankings.

Emphasise valuable content

In 2011 the engineers at Google strove to limit stale and spammy content from its search engine by introducing the Panda algorithm update. The update was designed to detect and demote sites with poor quality content and put site with higher quality in their place.

The Panda algorithm was soon cited as the update that resulted in Content being King, and since then content has never looked back.  Subsequent Google algorithms were designed to place an emphasis that it is the quality of the content which is the determining factor on a site’s SEO rankings.

The move effectively blurred the boundaries between SEO, PR, copywriters and social media marketers, and coined a new concept of market, content marketing.

In the drive for top-notch content the savviest of firms now employ professional former journalists and copywriters to produce the type of content Google and other search engines will deem as ‘worthy’.

Fresh content

Though producing quality content is quite enough to maintain good SEO. In order to enjoy first page rankings, content must be fresh.

The demand for fresh, regularly updated content is, once again, thanks to the Google updates. Launched in 2011, Google’s Freshness Update placed greater emphasis on returning fresher content for certain search queries.

According to Google Fellow Amit Singhal, “Like warm cookies right out of the oven or cool refreshing fruit on a hot summer’s day”, search results are “best when they’re fresh.” As Singhal explains, the crux of the Freshness Update is that the search engine measures a site’s content for freshness. It then scores each page in accordance with the type of search query.

Google bases its ‘freshness’ score on the inception date of the content – the older the inception date the inferior the score.  A fresh piece of content with a recent inception date and a high freshness score would result in the content being rewarded in the SEO stakes. As the content’s ‘age’ gradually deteriorates, so does its rankings.

Do keywords still matter?

In a word yes. But significantly less so than in ‘the SEO day’. It is important a content marketer, SEO professional or webmaster knows their target audience. Understanding their target audience will mean the content producer has an understanding of what target keywords are required to help the content be found.

A healthy – opposed to heavy – amount of relevant keywords that are targeted to a given audience will not only help internet users find what they are looking for – your website – but will also mean the search engines are more likely to suggest your content for other relevant searches.

In short, if you want good SEO make content king by placing an emphasis quality, well-balanced and fresh content.

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