How to Earn Some “Google Love” from Your Content Marketing Strategy
Content marketing is the process of creating relevant, compelling and engaging content that increases a brand’s awareness and visibility.
The purpose of content marketing is to attract traffic to a website and ultimately improve sales and conversion rates.
Content marketing takes many forms like blog posts, webinars, videos and includes any material that a company shares with the audience to tell its story.
It has become an indispensable part of a business marketing strategy and rightly justifies the adage “Content is King.”
The phrase, however, isn’t quite right. The fact is that “Good content is king.” Good content is one that has real value for the audience and is also found by Google and other search engines.
It is a dilemma for bloggers today to strike a balance and produce content that not only benefits people but also ranks well in Google.
Why is your content marketing strategy not working the way it used to?
The reason is quite obvious. Today, there are more blogs on the web than ever before. According to the latest stats, there are more than 440 million blogs on the internet currently.
But if you consider sites like Medium and Tumblr, then the number goes past well over a billion because Tumblr alone is home to 400 million blogs and over 165 billion blog posts.
The competition in the blogging space is so fierce that whatever subject you want to write on, chances are that there are hundreds, if not thousands, of articles already published on the subject.
Tips for creating content that attracts Google’s attention
Because there are so many articles and blog posts published every day, the question arises: how do you make sure Google picks your content and rank it higher over others? In this article, we answer exactly this question and show you what content Google loves the most on the web.
Produce quality content
The first thing to focus on in your content marketing strategy is quality writing. Quality writing retains users which tells Google that the content is relevant and trustworthy, and hence, it is ranked higher by Google.
Make sure your content covers a specific problem and provides users with a viable solution.
It is important to understand your target audience and craft content accordingly. If they like humour, include that to your content.
Update your content from time to time so that it remains up to date and relevant to the users.
Here are some basic tips to produce top-notch content:
Content with purpose: As a brand, you shall ask yourself the question: Why do you produce content? You may come up with several different reasons. If you churn out content just to keep your blog active or because your director asked you to publish X blog posts in a week, then you are producing content just for the sake of it. There is no clear purpose behind what you’re producing. Every piece of content you create shall have a topic of focus, a target audience, and an intent stage for the audience.
Research: Get the whole story and outline your content before you start putting it on paper. Get a picture of what you will include in the beginning, middle, and end, so you have an idea where your content is heading.
Credit the sources: Many newbies make the mistake of not giving credit to the original source. Whenever you are providing some statistics, a chart or a graph, make sure you cite the source of the data. Any information that you get from other sites needs to be appropriately credited.
Today, any person can write a blog post overnight and post it as an expert on the topic, even when they are not. This leads to many wrong pieces of advice for readers, which will put your blog’s reputation at stake.
Therefore, Hyperlink the data or include a link to the source webpage at the end of the blog post to make your content marketing strategy more credible and trustworthy.
Write first, edit later: Always edit your content (more than once, if possible) after you craft an initial copy. Check the grammar, punctuation, style, sentence structure etc. and try to use apps like Grammarly or Hemmingway, if possible.
Write in-depth blog posts
Several studies suggest the fact that Google loves in-depth content. Stats also found that articles on page one of Google contain 1,890 words on average.
This means that the content you write should be comprehensive and include all the details and aspects of a subject. serpIQ also provides a picture of the length of articles that are currently found in Google’s top 10.
It shows that longer forms in your content marketing strategy, i-e articles containing over 2,000 words, perform well in search results. By crafting long-form content consistently, you can ensure that Google ranks your page higher than your competitors.
Understand the search algorithms
We all know that when we type a certain keyword in the search box, Google returns a list of results relevant to the keyword. How is this result compiled? How does Google decide which webpage to rank first and which to rank at the bottom of the page? The answer lies in Google search algorithms and SEO.
Google uses the algorithm called PageRank (named after Larry Page – one of the founders of Google) to rank webpages and provide the best-matching result to a searcher’s query. The top three factors that contribute to ranking in the search algorithm, according to Google’s search quality strategist Andrey Lippatsev, are Link, Content, and RankBrain.
Bright Local observed that 72 percent of experts believe that link building is a ‘very important part’ in their SEO campaign. Google treats backlinks as votes and analyses them based on their credibility, popularity and other factors.
On page optimisation
Google takes a variety of other factors into account when ranking webpages. These include the target keywords, the title tag, and anchor text. It also considers if a page is being indexed and that the content format is proper and crawlable.
Google also looks at the bounce rate, social shares, and the way users have engaged with the content. They particularly look at the keywords when determining what the page is about.
Good knowledge of your target keywords is crucial if you want your content to be seen widely. According to statistics, the top three results on the Search Engine Result Page (SERP) gets two-thirds of all the clicks.
If you can manage to reach one of these positions, you can significantly increase your chances to improve traffic.
Long-tail keywords have shown to be more effective as they are less likely to be targeted by your competitors. Customers usually have specific problems, and they search them by typing three or four keyword phrases.
Tools like Ubersuggest and Google Keyword Planner can be quite helpful in this regard. Simply type in your main keyword, and you will get a list of associated keywords, the average monthly searches, and the competition. If you can somehow rank for those keywords, you will be in a better position to convert maximum users.
Write a compelling meta description
A meta description is a short blurb that appears with the title of a web page in search results. It provides a summary (around 155-160 characters) to the readers about what the page is all about.
If your blog post matches up with a searcher’s query, Google may use the page as a featured snippet which will not only place your blog post in position 0 but also significantly drive more traffic to your page.
For better results, try to write a compelling meta description for each web page, which will increase readers’ interest in the content and convince them to read more.
A good description provides an overview of the site and a compelling reason for the readers to click the title tag. A meta description is less than a tweet altogether, but it can be your best salesperson. Use it smartly to rank higher on SERPs and skyrocket your sales.
There are numerous factors Google considers when ranking a webpage, and one of these is the loading time of a page. Google also takes speed into account when determining where to place a webpage compared to another for a similar search term.
Amazon claims that there is a 7 percent decrease in sales every time their web page takes a second longer to load than it should. So, whether it is an online leather jacket store you are running or any other e-commerce business, you need to make sure that the content of the website doesn’t take too long to load.
Instead, use a program like Photoshop to compress image files which will compress the images and retain the quality of the image.
Furthermore, work on the navigation, layout, and graphics, including logo design, because all of these factors influence the ranking of your website in Google results.
By incorporating these tips into your content marketing strategy, you can capture your readers’ attention and tell Google that your content is relevant to all.
Author Bio: Ashley Rosa is a freelance writer and blogger. As writing is her passion that why she loves to write articles related to the latest trends in technology and sometimes on health-tech as well. She is crazy about chocolates. You can find her at twitter: @ashrosa2.