Any business that is serious about growing its online presence will be familiar with SEO – Search Engine Optimisation. SEO is the process by which you make a website appeal to Google’s search criteria, in the hopes of making a website appear on the first page of Google’s results page. SEO is a multi-facetted, constantly growing field, one that requires more and more work to get right. There are no reliable short cuts when it comes to SEO, not any more at least, which is why if you want your website to rank highly on Google’s SERP (Search Engine Results Page) you will have to understand one simple thing: Content Is King.
Ensuring that your website is regularly updated with original content is key when trying to improve your standing with Google, but it’s not as simple as it may sound. The first thing you have to do when creating quality content is decide what keywords you intend to target. Keywords are essentially the search terms that you anticipate people will use, and by targeting the right words you should be able to increase the amount of traffic that your site attracts.
There are many methods of identifying good search terms, and once you have identified those you believe people will use to search for whatever it is you’re selling, you need to make it clear that it is what your business does. Moreover, you have to prove that your website does it better and is more focused on it than any other website, and the only way to do this is to have the keywords mentioned regularly on your site.
Now this is where it gets difficult. Assuming your website sells sweets, you cannot simply create a 400 word blog post every day that simply goes:
“Sweets sweets sweets, sweets sweets sweets sweets. Sweets sweets sweets (sweets sweets) sweets sweets sweets. Sweets sweets sweets sweets. Sweets.”
In fact if you were to produce this kind of content, which is known as spam content, you are more than likely going to be penalised, which means your chances of appearing on Google’s SERP at all will be next to nothing.
The clever guys at Google know that people are becoming savvy toward the ways in which their search engine works, and because of this they are always releasing updates – such as Panda 4.1, Penguin 3.0 and Hummingbird – which are constantly refining Google’s search parameters. They do this to ensure that their customers, those who use their search engine, are provided with the most accurate information possible regarding their search.
So you see, the reason why spam content will not work is that Google can see you are trying to trick it into believing the content you have created is informative and targeted, when in fact it is worthless nonsense. Content is king essentially means that in order to see your SEO efforts pay dividends, the content you create has to be good. It’s all about quality over quantity, and if you’re not taking the time to create content that is rich and valuable, then you are never going to get anything out of it.