It has become clear to many business owners that to help their websites rank higher, they need to churn out content. They understand that the content they put out there has to be considered good enough by the major search engines, particularly Google, if they are going to be visible to their customers.
You might have heard the word “SEO” being tossed about here and there in the lingo of digital marketers. According to Moz, SEO or search engine optimisation refers to the practice of enhancing the quality and quantity of traffic to a website via organic search results. This does not include pay per click and other paid for means of driving traffic to your website.
Understanding SEO is important for anyone who wants to create content that is search engine friendly. Optimising content for search engines is not solely about the quantity of traffic you want to attract, but the quality of traffic. It won’t make much sense to attract visitors who are looking to buy Apple laptops when what you need is those looking for the fruit, apple.
There are many other factors that go into optimising content for search engines and guidelines are often provided by Google to help webmasters, copywriters, and digital marketers understand what those are. In 2015, Google released a full version of their Search Quality Rating Guidelines, which was a 160-page document filled with fantastic SEO knowledge. While that provided precious insight for SEO experts into what makes Google favour some pages and frown upon others, the main source of SEO insight is Google updates.
Google rolls out hundreds of updates each year, with the majority of those being minor updates. It is the major updates, however, that get people within the SEO community talking. Occasionally, Google would roll out new major updates but often, the updates are tweaks and data refreshes of previous updates. For example, the Penguin update was released for the first time in 2012, but there have been multiple updates since then. While some of those updates were confirmed and explained by Google, others were not, leaving webmasters to figure them out themselves. Whatever the case, webmasters and SEO experts always learn and improve on their approach to SEO.
Some of the most popular updates in recent years include the well-known mobile update dubbed “Mobilegeddon,” Panda, and Penguin. While the mobile update was focused on improving mobile search results for mobile users by penalising sites that were not mobile-friendly, Panda was released to deal with content farms that produced thin content while packing on ads, and Penguin was released to adjust a good number of spam factors, not excluding keyword stuffing.
While the each of those updates may sound different from the other, they are all the same in light of what Google hoped to achieve by rolling them out. It is the same reason why we see so many updates – to provide the user with the best possible answers to their query. Google is interested in putting the right kind of content in front of searchers. When a user is searching for information, they should be able to find top quality information from authority sources. When another user is in need of a service, they should be able to find providers of that service close to them.
When you understand the motive behind the moves the search engine makes, it becomes easier to see why they would penalise a website for having too many ads above the fold or a keyword density that is ridiculously high. Unfortunately, many website owners and businesses don’t understand the rules. It can be difficult to keep up with all the rules and try to avoid getting penalised while also trying to employ the best SEO techniques and keeping the quality of your content high.
Many opt for hiring professional copywriters instead of dealing with the content themselves because that way, they know their content will be in good hands. The writers at Daily Posts understand what it takes to produce copy that wins with search engines. Set up your account today and let us help you create content that will drive content to your website. For more information, please call us on UK 023 80 970 979 or US (646) 679-7971.