Many business owners now understand that they need to churn out content to help their websites rank higher. The content produced has to be deemed good enough by the major search engines, particularly Google, if they are to be visible to their customers.
You might have heard the term ‘SEO’ mentioned amongst 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 doesn’t make much sense to attract visitors who are looking to buy Apple branded laptops when what you need is those looking for an apple of the fruit variety.
There are many other factors involved in optimising content for search engines. Guidelines are often provided by Google to help webmasters, copywriters and digital marketers understand them. In 2015, Google released a full version of their Search Quality Rating Guidelines – a 160-page document, filled with fantastic SEO knowledge. Though 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 ones. However, it is the major updates that get people within the SEO community talking. Occasionally, Google will roll out new major updates. Often however, 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 it out for 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. Meanwhile, Penguin was released to adjust a good number of spam factors, not excluding keyword stuffing.
While 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 of them 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. 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 create content that will drive traffic to your website. For more information, please call us on UK 023 80 970 979 or US (646) 679-7971.