This is a two part answer and each part will be addressed separately.
- What we call SEO is the technical aspects of a larger effort known as Inbound Marketing, and Inbound Marketing looks more like journalism than it does like “pure” marketing.
- Google has clear quality guidelines which most people do not know and are not what most people think.
Inbound Marketing over SEO
While technical SEO is critical to the success of your efforts, being found online is really about publishing. Have you ever noticed that Wikipedia and news websites tend to outrank business blogs? Ever wonder why?
Websites which a lot of high quality content that is updated frequently tend to rank higher than other websites. It’s that simple.
A larger collection of articles and stories provides a wider collection of keyword phrases the website is likely to match for and rank for.
A larger collection of articles and stories increases the odds of something that truly resonates with your desired audience and attracts links.
The daily task here is to publish good stuff that your desired audience will find useful.
What Makes Content High Quality?
Which leads us to the next question of what to publish? What do people find interesting? How does Google rate web page quality?
Maybe it won’t surprise you, but the people at Google work hard to quantify our subjective experience of quality.
They’ve identified what they call “user intentions” for people doing Internet searches and they’ve identified three of them. We search for stuff online in order to:
- Learn something
- Find something
- Do something
And…. relative to a specific search query, the pages that are returned in a SERP meet the desired user intent to varying degrees.
The scale Google uses to rate web page quality is: useful, relevant, slightly relevant, and useless.
So what makes web pages of high quality (and this is from Google, not from me) is how well they help someone learn something, find something, or do something, relative to the keyword phrase they’re searching for.
What does this mean for you?
Answer questions people ask.
Your customers and prospects have asked you questions. Each one is a blog post wSEO Needs Link Buildingaiting to happen.
Go onto online forums and see what questions others are asking (this very post is in response to a question someone submitted on Quora).
And don’t go on and on. This very post risks being too long but I wanted to provide the background on why the answers I’m providing make sense.
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