By Christopher Zachar – With the recent updates that have been pushed via Google specifically, there has been an increase of theories of what works, what’s changed, and what to expect in the future.
The tricky part here is that we never really know what is going to be actually altered when it comes to ranking factors, authority signals, etc…
What we do know is that what has worked in the past isn’t the case anymore. A perfect example of this is the recent exact domain match change that was pushed by Google. Before, having an exact domain for a specific keyword would rank you pretty well and could even give you better leverage amongst competition looking to rank for the same keyword.
Many times with Exact Match Domains, there would be a landing page associated with it. Something simple mainly focused in attracting some form of contact in one way or another, or even a page or two about why someone should stay on the landing page, and finally a contact form. Google caught on to this, and finally pushed a good amount of EMD’s down the line.
Why? It’s simple, there was no authority associated with both the domain as well as the site itself. The site was in Google’s terms “too thin”, meaning that there was no substance to it. No deeply shared content, and no authority to the site itself.
What can you do about something like this? How can you recover from something like this, more importantly, how can you avoid this in the future?
The one true constant that has always remained even after algorithmic change is content. The content you write plays even a bigger role than possibly ever before. With the refresh update and the other 60+ Google updates that occurred in the last couple of months. One constant stays the same. That constant is content.
Sure, this might be something you already know, sure, you already have content packed into your arsenal on a daily basis. But how can you be certain that you’re doing it right?
It’s easy. Content created should come from keyword research you’ve done as well as outreach to others who might have a question in your particular field. If you see a constant question being thrown at you, chances are you should probably create an article about it.
Content is one factor that can cover a huge landscape when it comes to the online world. From garnering traffic because of how often the topic is discussed, to how often it’s shared through the social networks for others to read. If done correctly, that one article can get you some key ingredients in positive SEO.
If an article you have written is shared by someone, who then shares it and another share it and another, then you’ve officially made your way through the social grape-vine. Which means the following
1. Good content
2. Social Signals
With the recent updates, we know that social signals are now being counted in many of the Search Engines. What social signals are being counted? We don’t exactly know just yet.
We all enjoy creating good content, we enjoy the benefits that come from good content. So why not make it one of your foremost pieces if not the most important pieces in your SEO game plan?
To get an idea of what you have already done, and where you can improve, it’s always important to find a great “grader” tool of sorts. Hubspot has a great Marketing Grader that pulls key information on just how you are doing in the content/social worlds.
It’s graded on a 0-100 basis and it even gives you a good outlook on how your content is being shared. See how well you are doing. Content is always key when the volatile world of SEO Changes. It should always be your bread and butter.
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