Google’s algorithms are constantly fluxing. New SEO terms are regularly banded about. We’ve had silo’s, cornerstone content and content clusters seem to be the order of the day. Confused already? I’m not surprised but let me take a minute and impart a still-relevant phrase to make life a little simpler for you. ‘Content is king’.
Years after this phrase was first introduced – and many iterations of web 2.0, speed tests, responsive flexing websites on the various and multitude of platforms such as WordPress, Magento, Squarespace or Shopify – it still rings true. Content, it seems, really is king and I’m going to tell you why.
The relevancy of Google
Google has to serve you up the most relevant information because, if it doesn’t, you wouldn’t use it. Having relocated to Tavistock a few years ago, we needed to locate certain new services. For example a good hairdresser. “Why”, you cry. “You’re as bald as a coot”. I know but Maxine has a lovely full head of hair, so there! Now, when she typed ‘hairdresser’ into Google, she was rewarded by a list of local hairdressers all plying their trade in and around the Tavistock area. Had the list contained only hairdressers based in the Upper Manhattan area, she’d have given up and tried Asking Jeeves (I know, I too was surprised it’s still around, albeit slightly altered).
If you type ‘shoes’ into Google anywhere in the UK, you’ll get an endless list of places where you can purchase your next pair of Crocs/UGG’s/Jimmy Choo’s* (*delete as appropriate). The reason Google does this is based on its analytics. It recognises most people typing in ‘shoes’ just want to buy a pair and aren’t in fact searching for the history of footwear.
So, Google has some fancy algorithms, honing location tricks, and some fancy analytics to fall back on to ensure it remains your number one search engine of choice. Remember, much as with Hoover, Sellotape and Biro, other brands are available.
Rambling through the dark
“Ah”, I hear you cry! “This is why I need to make my website super smart and extremely clever and you guys at Identity Studio may just be able help me out.”
Hark no, listen up! Here’s the inside lowdown. Speed, clean coding, responsiveness, video content and clever use of meta data will all increase your SEO ranking, but the thing that has always mattered most is content.
You see to jump above your competition, you want to get all of the above right but first and foremost focus is on your content. The number of times we have been supplied text for a website by a client and we read it through. “We pride ourselves on our expertise and ability to provide you a quality service…” Then we have to politely point out that nowhere on the fifteen pages of information do they actually state what they do. Sounds far-fetched, it really isn’t!
Packed full of peppery goodness
Writing from a position of knowledge can be extremely difficult at times. You know precisely what you do, so when you use a well-known industry phrase, why can’t everyone understand it?
The answer is simple. If your clients knew, they simply wouldn’t need you anymore. So assume they know nothing and pack your site full of peppery goodness. Allow yourself to talk with great conviction and be descriptive about what you do. Google wants to show them the relevant expert on whatever subject they are searching for, so let your content shine. You be that expert.
