If you have been in the marketing game for any amount of time, you know the right content is the key to your success. While technical SEO is a thing (and it plays a small role in SERPs), Google has made it clear more than once – if you want it to like your site, publish useful, high-quality content regularly.
This is helpful when trying to optimize your marketing campaigns. However, do you know what is perceived as high-quality content? Keep reading to find out.
Highly Linkable Content
One of the oldest ranking signals used by Google is a strong backlink profile. Ever since this platform launched, backlinks have been at the very core of the ranking algorithm used. While Google has added many others through the years, backlinks are still quite powerful.
In the past, the idea was simple – the more backlinks you had, the better.
Unfortunately, this led to many website owners trying to manipulate the search result pages. This is when Google “upped its game.” Now, everything is quite complicated, with bad and good links, unnatural and natural links, and low- and high-authority links. Now is the time to understand what all these are if you want to ensure the content created for your client’s pages appeases Google’s whims.
If you are not sure you can handle this process, get some help. It is crucial to your visibility in search engines.
Relevancy is one of the newer ranking signals implemented by Google. It is also one that Google still seems to be trying to figure out itself.
In the past, you could add the targeted keyword to a web page or article a few times, and it was enough for Google to consider the content as relevant to the search query entered. This is another easy-to-manipulate signal. Since then, Google has been working to improve these relevancy signals.
One of the most significant improvements to the relevancy algorithms is thanks to semantic mapping. This helped Google understand a query in context, rather than using the precise sequence of words used.
This is a signal that is highly debated. There is no definitive answer, but there is somewhat of a consensus that Google favors longer-form content. One argument for this is that long-form content helps to generate more backlinks, which results in it ranking higher. Keep in mind that it is a good idea to use your editorial judgment and look at your client’s needs and their audience to determine the right option.
Getting Help to Improve Your Content Marketing
Content marketing is not a set-it-and-forget-it effort. For your efforts to be successful, you must put time and effort into the process. If you are unsure if you can handle this alone for your clients, contact the professionals. They will be able to help you get content marketing right and feel confident it will help you achieve your goals. Being informed, knowing what matters and how to achieve your goals will help ensure you get content marketing right.