content is king, quality content is useful, inbound marketing

Is Content Still King When “Utility” is Google’s Top Criteria of a High Quality Webpage?

Per Google Quality Equals Utility

Google is very clear their higher criteria for high quality content is what they call “utility”.

The precise language they use is…

Utility is the most important aspect of search engine quality, and is therefore the most important thing for you to think about when evaluating webpages.

Google Uses Human Raters to Assess Utility/Quality

The above sentence appears in a document published by Google titled Search Quality Rating Guidelines which they provide to the humans who act as raters for Google.

These human raters have two main responsibilities:

  1. Identify what pages are of high quality, medium quality, and low quality, etc.
  2. Once Google has implemented a possible algorithm update, to perform blind A/B testing of search engine results using both the old and new algorithm. If the algorithm update is determined to be better, it is put into production. If it is not, it isn’t.

Will Content Still Be King?

In view of this, content remains King as long as that content is useful. Fortunately Google defines what they mean by “useful”.

In the same document Google clearly states their belief (which I share) that people use search engines for three reasons:

  1. To find things
  2. To learn things
  3. To do things

The article I link to in the first sentence of this post describes a grocery store chain in the mid-west that has a smart phone app that streamlines your trip through their store. You enter your shopping list into their app, and once you arrive in the store it directs you in the most expedient path. If you veer off path, it updates just like the GPS in your car to get you done as quickly as possible.

That is an extreme example of utility, but you have to admit, it does sound useful.

If Yes, What Forms of Content Are Most Useful to Your Crowd?

Of course this depends on what you do.

Are you a landscape maintenance company? Perhaps tutorials on basic pest control make sense.

Are you a dermatologist? Perhaps tutorials on care of acne make sense.

A gold merchant? Perhaps tutorials on how to value gold jewelry or other items you may own.

The specific content and formats (articles, pictures, videos, etc) will depend on the audience you’re trying to attract.

The good news is the cost of generating this content has come way down, with WordPress websites and the ability to take pictures and shoot videos on camera phones.

Learn More…

Download the eBook: The 7 Fundamentals of Being Found Online


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