Low-quality content doesn’t rank in Google.
For us to have any chance at ranking, we need to publish high-quality content across our entire site.
What exactly is high-quality content?
To answer that question, you can’t simply talk about content marketing. You have to understand Google’s ultimate aim for search.
Google’s anti-SEO stance
Google has worked against the SEO community for years. Their removal of the keyword tool was a doozy. Even Moz hasn’t found a perfect solution for this one.
But I think the message is clear: Focus on content, not keywords.
Panda and Penguin already had emphasized quality content as a deciding factor for ranking well. And Google’s quality guidelines clearly spell out what they’re looking for. Here are their exact words:
- Make pages primarily for users, not for search engines.
- Don’t deceive your users.
- Avoid tricks intended to improve search engine rankings.
- Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.
The third point spells out Google’s stance in Panda and Penguin: avoid tricks.
The fourth point tells you what Google really wants: Optimizing your website should be a marketing activity, not a game.
- Find your unique selling point.
- Differentiate yourself.
- Offer value to your customers.
Do that, and you’re sure to be found, not just by Google, but by your customers too.
It’s a game change…
For SEOs, this is a major game change. Without traditional keyword research,…