Why Content is (Still) King

Tuesday, 3 June 2014  |  Posted in: Articles  |  3min read

Google’s most recent major algorithm updates, Panda 4.0 & Payday Loan 2.0, have rolled out and, as usual, there is quite a stir among the digital marketing community as everyone checks to see if their site has been affected.

For those unfamiliar, Google is constantly updating its search engine algorithm to ensure that only the most relevant results are being displayed to you, the searcher. There’s been the well known updates, such as Panda, Penguin and Hummingbird, and also the less known ones such as Payday Loan, Venice and various untitled updates.

However, there is one common thread between all updates that needs to be more widely accepted – content is King.

Search Engine Optimisation (SEO) has been somewhat of a monster. Many moons ago, building low quality spam links and ensuring you stuffed your website content full of the right keywords almost guaranteed you a high ranking spot on the Google Search Engine Results Page (SERP) for whatever search terms you desired. However, this lessens the amount of quality content on a website and definitely doesn’t create a friendly user experience for visitors. Google noticed this, and thus algorithm updates became critical in ensuring the SERP’s only displayed information that was authoritative and relevant to the searcher.

Panda 4.0 focused on eradicating websites that relied on duplicate content, or posted content reliant on external sources, to increase their number of results on the SERP’s which in turn, drives more traffic to their site. This now means websites like Ask.com, whose website provides a low amount of unique quality content, experienced a drop in traffic of approximately 50%.

So what should you be focusing on now? Your visitor’s user experience and the quality of content you are publishing to your website, not the quantity of content. Providing value to your visitors should be your highest priority.

A user-friendly site that displays information relevant to your business and industry, which has a logical page structure and navigation, should be the foundation to your website. Utilising content marketing via well written articles should be part of your on-going marketing strategy to provide value to your visitors. Articles should be written with a human in mind and provide deep internal links to key areas of your website that relate to the article. By improving user experience, you will in turn increase visitor engagement and social “share-ability”.

If you need some help to make your content fit for a king, The Digital Embassy can help, start today with a digital strategy audit.

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Phone us on 1300 375 368 for an obligation-free chat with a digital specialist about how we can help to scale up your business online.

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