Hey everyone, I found this great article online and thought that it would be great to share as I learned alot from it. Its a great read , I am only going to post half of it today and the other half tomorrow or you can just follow the links to read the article in its entirety. Enjoy!
By DAVID ZHENG published MAY 13, 2019
Attracting an audience to your content is an ongoing challenge, particularly as the pay-to-be-seen aspect of social media platforms grows.
Organic search, though, remains a steadfast choice. As you climb the rankings and begin to attract a steady flow of traffic, which signals matter most in search? How can you optimize your content for maximum impact?
Follow this primer detailing seven signals you should be sending to Google (and its searchers).
What Google wants
Imagine you call 411 for a doctor’s phone number. You dial the digits but find a mechanic on the other end. You hang up.
Now imagine you search for “marketing plan template” on Google, click on a link, and find yourself viewing a general marketing article with no helpful content. You immediately bounce from the page. And Google realizes your quick visit means the content didn’t deliver what you wanted.
Google wants to deliver the content searchers seek. As such, Google employees follow the company’s 164-page Search Quality Evaluator Guidelines to rate web pages. These human ratings are used to train the algorithm what to show in the search results.
In the most recent guidelines, Google stresses the importance of three key components:
Let’s tackle those signals first and then proceed to another four helpful signals.
You can prove to Google your site deserves expert recognition. First and most obvious, have an in-depth section about your targeted topic on the site. Include your in-house subject matter experts’ qualifications, including education, awards, etc.
If your byline content is written by experts, include a bio at the end of every article. Though not in depth, it should strengthen your expert reputation.
Third, and perhaps most importantly, build your brand across the internet. Your website doesn’t operate in a vacuum. Google bots scour the internet to see if you show up in other places. The more Google sees these brand signals, the more proof it has that you’re an expert.
How do you create brand signals? Primarily by creating and publishing high-quality content in a variety of locations. I’m talking about things like guest posts, podcasts, a YouTube channel, social media profiles, etc. Essentially, you want to show Google your website is part of a bigger, more powerful brand.
Hands down, the most effective way to demonstrate authority is to create amazing content. Or, as John Mueller of Google puts it, the key to ranking for a term is “awesomeness.”
What does awesomeness look like? Your content should cover the subject in more depth and breadth than anything out there. While length isn’t necessarily a direct ranking factor, the longer a piece of content is, the more likely it is to cover a subject in detail. A recent study by Backlinko confirms that content length correlates with rankings.
The moral of the story? Demonstrate your authority to Google by creating content that covers every angle of your subject. If you settle for mediocre, short, fluff content, you don’t stand much of a chance of ranking.
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