Search engine algorithms operate in complex ways, and the rules change frequently, but content remains the most valuable player. Without keywords, descriptions and links, search engines have no way of determining the relevancy of a web page to a given search query. However, there is more to content creation than spilling several words, images and links onto a blank page. Google’s search tool has evolved to take stock of not only relevance but also quality and originality.
If you want your brand to appear on more search results pages, then you need to produce fresh, unique content. High-quality content also increases online consumer engagement and brand loyalty. But what does this content look like, exactly? And how can you continue to produce fresh content in an oversaturated, derivative landscape? Here are some tips to keep Google fed with unique content.
Get Good Writers
You and your team are experts in your industry, but if you lack writing chops, you may struggle to reach a general audience and keep them engaged. Not only that, but Google will dock your content if it contains misspelled and misused words, poor grammar and/or irrelevant subject matter. After all, Google’s goal is to deliver the best, most relevant content to its users. So, if you plan on producing fresh text-based content for your site, it pays to hire good writers and editors. Your outsourced writers might not be industry insiders, but your team can always correct mistakes, make suggestions, and add information as needed.
Create a Content Schedule
Consistency matters to online users and search algorithms alike. If you produce content only when the mood strikes, your brand will look disorganized and less reliable. Conversely, dishing out high-quality content on a regular basis will encourage readers to check back routinely for the freshest content you have
to offer and signal to Google that your site is active and trustworthy. Additionally, creating a content schedule will help you stay on track and streamline your production process. You might assign multiple tasks to different writers and automate the scheduling of your content so it always gets posted at the right time.
Make Room for New Developments
Maintaining a content schedule is important, but it should not preclude the creation of new, unplanned content. After all, new developments in your industry or business are the best sources for fresh content. Should something noteworthy and relevant take place, create some material around this matter. As the news catches on, users in the know might run searches related to these developments, and you want your content to appear first when they do.
Edit and Update Older Content
Once you have posted a piece of content, you might never look at it again. However, nothing is stopping you from revisiting old posts and bringing them back to life. In fact, updating your older content can make your brand more authoritative and trustworthy in the eyes of both readers and Google. Doing so gives you the opportunity to edit spelling and grammatical errors, adjust or add information if newer data has since been discovered, and remove or fix any broken links within your content.
Google notices if a web page has been updated recently and rewards this activity. Users may also toggle their search for the most recent results, and republishing an old page with new content will stamp it with a fresh date. Of course, the content you edit or add must still be of high quality. It is not enough to merely add a few words or change a sentence. If you want to lift up your rankings and improve your brand reputation, refurbish those stale pages and posts every now and then.
Diversify the Type of Content You Produce
So far in this discussion, we have only mentioned text-based content such as blogs and web pages. But there are so many other types of content you can create. Visual content like images and videos tend to rank highly in Google searches, especially if they are concise, informative and properly titled and tagged with keywords and phrases. Audio-based content like podcasts and interviews have also grown in popularity in recent years, allowing users to absorb information while driving, exercising or doing chores.
Producing many different types of content will help you deliver your message in unique ways to a wider audience, enhance customer engagement and boost your search rankings.
Produce on Different Platforms
Not only should you diversify the types of content you produce, but you should also publish your content on a variety of platforms. Creating a blog on your website is a good start, but keep the content flowing. Make profiles on social media sites like Facebook, Twitter, Instagram, etc., and create unique content for each one. You can also easily share your site-specific content to these platforms. If you create a Google My Business profile, you can also publish Google Posts, which are temporary posts that contain text, a link and an image to keep online consumers up to date on new products, services, promotions, events and company news.
Churning out high-quality content on various platforms is not only good for brand promotion but also good for your search rankings, as Google highly regards social media posts and Google Posts when curating results.
Optimize Your Content for Search Queries
No matter what type of content you produce or where you publish it, all of it should be optimized for search engines. You must research keywords relevant to your brand and properly incorporate them into your text and metadata, as well as provide high-quality links to other trusted sources. The content itself should address common concerns and pain points in engaging ways that encourage users to share and comment on it. Adding visual elements will also draw people in, and using locally relevant keywords will help target specific regions. Google takes all of these elements into account, so make sure your fresh content is bolstered by strong SEO.
Feeding Google with fresh, unique content goes a long way towards building brand reputation in the eyes of both consumers and Google’s algorithm. Quality, originality, consistency, recency, relevance and variety are all essential components of any successful content strategy.
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