2016 has begun with a confirmed Google algorithm update. What’s different this time is the fact it’s a core ranking algorithm update. Meaning, this update is permanent and hits at the core of how Google ranks web pages. The impact of Google's update? Now, more than ever, the quality of your content is absolutely decisive for search rankings.
More specifically, high-quality, long-form content pieces that cover a topic in-depth are the winners with Google’s core algorithm update. The sheer amount of your content is not the decisive factor for search engine rankings, rather how relevant your content is to your visitors, and whether or not your content fulfills the visitor’s intention. This revelation is nothing new, and it is common sense.
To read a full article on Google’s core algorithm update, click here.
The New SEO is Frequent Posting of "High-Quality" Content. Frequent + High-Quality = The New SEO.
The proof that "frequent" posting of high-quality content will dramatically increase a website's authority, trust and rank are indisputable. The emphasis is on the words "frequent" and "high-quality," with a heavier emphasis on "high-quality".
This fact has been proven over and over again by countless websites and verified with increased traffic. You can prove this for yourself, but it means producing frequent high-quality blog posts believing in the new SEO.
My statement above may sound kind of silly, and it is. It should be common knowledge that frequent high-quality blog posts will create a higher volume of valued traffic.
We should all be aware that we can't get traffic to our blog posts unless our website has authority, trust, and good ranking in the search engines. Without authority and trust, our blog posts won't show up in search results - that's a no-brainer.
We also should know that high-quality content will eventually lead to authority, trust, and improve search rankings. One leads to the other, and visa-verse. Like Forrest Gump say's, "peas and carrots." High-quality = Increased Traffic.
However, when I say, "frequent posting of high-quality content dramatically increases a website's authority", it should be understood that you also added the essential SEO techniques. You must practice the principles of the new SEO in order to take full advantage of your quality content. In other words, it takes more than high-quality content published frequently to see an increase in website authority that leads to better search engine rankings.
Let's establish the importance of frequent posting high-quality content. And at the same time, let's equally establish the importance of the new SEO. They are one in the same. A Porche without an engine may look great, but will it go anywhere? Can you drive it without an engine?
The new SEO is the creation of high-quality content that gets engagement, is shared, and is considered to be valuable to those who read it. It is also a structure that ensures that people searching for your quality content will find it. Therefore, your website's "authority", "trust", and "traffic" are tied to the quality of your content, and it's structure, especially in regard to long-tail keyword phrases (more about that later). For now, let's just understand that quality of your content is determined by user experience - fulfilling the reader's intent.
If your individual blog posts are high-quality, they are more likely to be read and engage. With high-quality content, your posts are more likely to be shared too. So we need to know the definition of the new SEO, or how will visitors find our posts to engage with in the first place?
The new SEO involves your visitors "votes". Votes - the number of sessions (website visitors), along with your visitor's "time on page" and "bounce rate" - these are the votes cast by your visitors to be tallied by search engines and used as ranking factors.
The behavior of the visitors to your website (i.e., readers of your blog posts) create an "up" or "down" vote through their behavior on your website, and these votes are accumulated and measured. The more "up" votes by your visitors, the better search ranking your posts will receive.
Logic tells us that if the content of a post is high-quality, people will stay on the post to read it, comment on it, and possibly share it. They might even venture on to a related article or two, play an embedded video, listen to your podcast, or pin one of your images. Because of your great content, a visitor is more likely to come back for more, and keep coming back, as long as the quality remains the same.
If a majority of the blog posts on any given website generate good engagement, theoretically, the entire website will perform better - the new SEO. But there is more...
In a recent article published by Problogger.net, my claim regarding frequent high-quality blog posts is confirmed. In the article, Julia McCoy, a guest contributor, wrote, "when small businesses with 1-10 employees publish more than 11 posts each month, their sites get three times as much traffic as companies of the same size that publish only one post per month. Additionally, companies that post more than 16 blog posts each month get roughly 3.5 times more traffic than companies that publish four or fewer posts each month."
It should be logical to think that blogging "frequently" does matter and that, in order to boost your traffic and take advantage of the new SEO rewards you need to produce relevant, useful and valuable content - on a regular basis. This is the notorious feedback loop - "a channel or pathway formed by an 'effect' returning to its 'cause,' and thus generating more of the same effect." Good stuff begets good stuff!
Julia also went on to state that slightly larger companies received good results from regular posting of high-quality content, "companies with between 26-200 employees that publish more than 11 posts per month get twice as much traffic than companies who only publish one post each month."
In conclusion, for your content to rank well and to receive increased traffic from valued readers, it's important to publish high-quality content, frequently. But this seems so simple, so elementary. The new SEO can't be mere high-quality content posted frequently. That's too easy. There must be more to it!
A simple definition of high-quality content are stories that resonate with your audience. It's really that simple. If you are blogging about something you're passionate about, and you have some depth of knowledge on the topic or subject, and you have some incredible unique insight, then you will more than likely fulfill the readers intent. You win because your visitors win! They cast an "up" vote - kind of like Reddit.
The technical definition of "high-quality" content is "content that is useful and informative, credible, and engaging - trustworthy". Another typical industry definition is "content that is primarily created for users (your readers) and not for search engines, is not deceptive, and is unique enough to compel positive engagement (return visits, shares, comments, etc)". Essentially, your content will differentiate itself from all other content because it's valuable - really good stuff!
High-quality content can be educational, humorous, or humorous and educational. It can be clever, new information, unique, insightful, and backed up with citations and plenty of references. You can add value by including infographics, powerful images, video's, links to whitepapers, etc., etc.
As long as your blog post fulfills the reader's intent (you've pleased, satisfied, and provided answers or solutions), you've created high-quality content. Typically, fulfilling content is extensively researched, in depth, and utilizes your important keywords in a natural and meaningful way.
If you structure your content in a way that solve's a searcher’s problems, satisfies their interest, or provides significance that fulfills their needs, you are on the right track.
Long tail keywords are three and four key phrases which naturally describe and define your topic. When a searcher uses specific search phrases, they tend to be looking for exactly what they want. If they click on your post and it answers their question or provides a solution, you win! Because your visitor is satisfied!
Long-tailed Keyword phrases typically answer questions. People are using Google and other search engines (including Facebook, Linkedin, Youtube, and Twitter) to answer questions and find solutions. By using certain key phrases related to your topic, structured to answer questions or provide solutions, you've created long-tail keyword phrases.
Long-tail Keyword phrases are very targeted and specific, which is what makes them so powerful. The entire high-quality blog post can be structured to answer just one specific question, or provide one specific solution.
For example, if someone was looking for a Bluetooth printer to be shared by 10 people in one small business, they might want to know how far can the printer can be from each computer but still find the printer. Your blog post might be titled, "how far does a Bluetooth printer reach?"
I know my example seems silly, and you probably think no one would ever search for that answer.... but would they? I just did a Google search for, "how far does a Bluetooth printer reach?" and I got 2.6 million search results. Impressive?
Now, if you are an expert in a particular topic, and you love this topic, have a passion for the topic, you probably know hundreds, if not thousands, of long-tail keyword phrases. Here is where the "frequent" posts part comes in... Long-tail Keyword Phrases are the low hanging fruit for traffic, and you can get a lot of valuable traffic targeting long-tails, but each post gets low volume traffic. But it's valued traffic because someone was searching for the exact answer your post provided. The key to using Long-tail Keyword Phrases is that you have to be committed to writing a lot of posts.
Long-tailed Keyword Phrases levels the playing field. They allow a relatively new blogger without a lot of authority to get traffic and "up" votes, thus building trust. Over time, with many posts getting "up' votes, your authority on particular subject or topic improves, building a type of "expertise" that gets converted to TRUST.
In conclusion, my goal with this article was to establish the importance of producing high-quality content, frequently. My hope was to convince you that you need to commit to regularly publishing high-quality content, and why you should. The way to triple the impact of your SEO efforts is through good ole fashioned "quality." I hope that you learned something and what you take away from your investment of reading this article is to strive toward quality - by answering questions and providing solutions to your readers.
These posts below offer helpful tips and tricks for blogging:
“Revealed: 19 Things to Know Before You Start a Blog” and ProBlogger’s own
To read Julie McCoy's original article posted on ProBlogger.net on January 12th, 2016, click on "Next Page" below.