Google is the mastermind of all the commotions happening in the industry. From being the culprit of content to being the goal that every website wants to achieve. The algorithm of Google is constantly changing, even its employees are unsure of what will going to happen in the future but one thing for certain, Google is not playing jokes with its standards when it comes to content. For example, back to the pre-technology era, there were only Facebook and Twitter dominating the online community, which was easier to funnel prospects and drive customers. As the development of technology continues, there are many business solutions and marketing trends, making Google to tweak its algorithm by rewarding content, indexing links, and eliminating irrelevant information.
If you happen to have an eCommerce store or website, content is the foundation to not only drive and attract potential customers, but the main attribute to rank on a good position on search engines. Everyone can agree that content is king- meaning it encompasses all things required to run a website. Selling a product is easy but engaging and nurturing the customers is difficult, not minding the fact that they can easily get bored. With the new tools and solutions in the industry nowadays, it’s easier to create content in any way but Google is tightening its systematic evaluation to content and any information-based attributes.
Google is the number one search engine and by far the most used searching tool by users from around the world. Google is different from other search engines because it mainly focuses on content and delivering the best search results to the users. After Google updated its search algorithm, many websites were being penalized with lower rankings due to the fact that these websites published irrelevant information to their readers. On the brighter side, most of the websites has generated massive traffic and improved rankings as a reward by Google by providing quality information to their readers.
For example, when Google made 500 updates on its algorithm way back 2014, there were many websites that lost their rankings and a significant decrease of web traffic being received every day. If it finds out that your website or any website is publishing content that does not answers to the query of the customers, most likely your website will be put on lower rankings.
To answer that question, Google will always be the curator of content and your success relies on how you create content for your readers and how relevant and useful the content being made. Google index all types of information on the search engine and before you can reach to your readers, you have to pass through Google. Actually, it’s a win-win situation for Google and all websites because if you continuously publish quality content for the readers, Google will reward you by driving traffic and putting your website on the top pages. Remember, Google’s goal is to give exact answers to the readers as fast as possible.
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Why quality content matters to your business?
When users have something in mind, either a query or searching for a solution, they immediately go to Google and search whatever they want to find. As a website owner, it’s highly possible that your website will appear to the search results of the query, but will it be picked by the users to be visited? This is a pressing concern for every website- to assess if the content they are publishing are relevant and useful enough, and this is where Google comes into play.
If you’re an eCommerce, it’s important to put a product description, FAQ, and blog because this is where customers look for answers and solutions to their problems. Everyone can agree that it’s difficult to create quality content but whether you like it or not, nothing goes beyond of what content can do. Creating content doesn’t necessarily mean ordinary, typical content commonly taking the internet, but quality content that fills in the knowledge gap in the market- a new, fresh information for the people that addresses timely and relevant problems.
Quality content should be high in quality and useful information that conveys a story presented in a contextually relevant manner with the goal of soliciting an emotion or engagement. Delivered live or asynchronously, content can be expressed using a variety of formats including text, images, video, audio, and/or presentations.
It’s true that Google will not only index content and other text-based information, images, videos, links, audio, or other presentations are still content as long as the intent or message is there for the readers. It was reported that 60% of the consumers won’t purchase from a brand with poorly written content or content that isn’t optimized. This statistic is a manifestation that web owners should prompt to create quality content in order to increase your search engine ranking, build brand image, and boost web traffic. The more you invest your time writing and creating content, the better you’re ranking on search engines and to generate massive traffic.
What does quality and poor content mean by Google?
In SEO, there’s a huge difference between content, quality content, and poor content. With the constant update of algorithm in Google, it’s easier now to pinpoint which content is well-written and has substance. You may see your own content as quality one but for Google, it might be the opposite. Google is always the mastermind of evaluating content- its usefulness, relevance, intent, and purpose. To say the least, Google has something that let’s the web owners evaluate their own content and that is E-A-T.
E-A-T means expertise, authoritativeness, and trustworthiness.
Expertise. To be viewed as an expert on your field, you have to demonstrate your skills, not only through content but as a holistic aspect of letting the people know what you can do. Having a biography or background information on your website and by this, you can generate web shares, high bounce rate, and longer time engagement.
Authoritativeness. To be able to have full control on your website and what’s happening inside on your website, shows authority and it can be reflected through backlinks from other reputable domains, reviews, affiliations, and most importantly a well-written content.
Trustworthiness. This quality refers to how can people trust you through your content- remember that content is not only in a form of words, but it can also come through the different attributes on your website. Make sure that your website is secured as it was reported that users won’t browse on an unprotected site.
A quality content is content that is able to deliver message or intent to the readers- the ability it possesses to solve timely problems and answers query from anyone. Nothing is as good as content that has meaning, and substance being published for the sake of the people.
On the other hand, a content can be considered poor quality when it’s irrelevant, no purpose and substance. There are too many poor-quality contents on the internet and people are getting fake information. This is the reason why Google is getting strict on evaluating content on its search engine. Common indicators that the website provide low quality content are no author, not enough information, no clear intent, the website isn’t updated, bad reputation, and other factors.