Content is a curious beast in search engine marketing. Since I set up Little Big Voice, people have consistently asked me for my advice on content and how to approach a strong content strategy to boost the search engine ranking positions of their websites. Content does require a strategy behind it or you will invariably saturate your site with content that isn’t relevant or intelligent.
In the early days of Google – even up until recently – the quality of the content didn’t matter to them. These days, the plates have shifted and Google now wants quality content over excesses of content. With a proper strategy behind it and an intelligent implementation of a plan, you can drive good traffic to your website with strong search referrals. Without that, your site is going to have a real struggle on its hands.
Even today, websites are churning out content for the sake of having it on their site. They write, they upload and they wait for the traffic to come streaming in without a single thought to writing quality articles relevant to their desired keywords. It’s no longer enough to saturate the site with content; the content has to serve a purpose and speak to both an audience of readers and the Google bots. A hundred pages of mediocrity pales against a handful of quality content pages that were written for a purpose.
The Google search engine algorithm actively ‘punishes’ sites that have plagiarised or duplicate content. It does this by dropping the duplicated pages down in the search rankings far below the original content. Duplicated content creates a hostile environment for your site because it creates a negative picture for the search bots. As a result, you will find that all of your search engine marketing efforts will be undone very quickly. Search engines will see you as a spam site or worse. Developing unique content will lead to increased search referrals and drive traffic to your site if you sustain the content strategy intelligently.
Search engine marketing is a case of building up trust on two fronts. You have to build ‘trust’ with the search engines by providing strong content that adheres to the laws of GoogleBot, but you also have to prove your worth to your audience. Quality content will bring an audience back to your site for more information on relevant or associated subjects.
The online community is very sharp. If you’ve plagiarised content, particularly if you’ve done so from another competitor’s site, you will get found out. The online community has a sharp eye for things like this and they can spot it instantly if they’ve been reading about the specified topics in more than one place. Write targeted content that’s focused on matters of interest relevant to your site and keywords. Establish yourself as an authority on your keywords and subject matter and your audience will trust you for information above others.