If you maintain an internet presence of any kind then you are used to being constantly bombarded with SEO companies constantly telling you how you need to keep up with the latest “animal named” algorithm change such as “Penguin.” What I am going to tell you today is that staying on top of the search engine rankings has less to do with optimizing for a particular algorithm and much more to do with writing consistent quality content. If you write for a particular algorithm you will always find yourself behind the eight ball trying to keep up with the changes.
The Internet is About Information
Okay, think about this for a moment. When you go online to look for something, all you want is the most relevant information for the particular search that you are performing at the time. These algorithms that the search engines employ to deliver results are designed to deliver the optimal results for you search but they are constantly tweaking them to be “more human.” In other words, they want to give you exactly what you are looking for. This is why writing your content with the end user, the visitor, in mind is the answer to your SEO and content creation questions.
When you are writing, take the time to ask yourself what it is that someone would want or need to know regarding the subject you are writing about and then make your content answer those questions. Write more with the human visitor in mind than for the particular algorithm of the day. If you do this on a consistent basis you will see your search engine rankings move up and stay up through all of the changes.
Website Owners Are Publishers
This is one of the keys that you must understand no matter what your business is. If you run a website then you must accept the fact that in 2014 and beyond, you are now a content publisher. It isn’t enough to develop a professional responsive website, do your on page and off-page SEO and then leave it. Without consistent quality content you will be left in the dust by competition that IS publishing content on a regular basis. Another aspect of this is that you must also understand that content refers not only to written content but also increasingly to visual content in the form of images, infographics and videos as well as audio information such as podcasts.
Content Marketing Strategy
What you need to do in order to be successful online is develop an effective content marketing strategy that employs all of the various types of content mentioned above. Obviously it is beyond the scope of one person to achieve all of these methods effectively. Ideally, you should have at least one person who does nothing but write quality content, another who focuses on creating stunning graphics and infographics and another that focuses on video and podcasting. Generally speaking, the experience necessary to perform quality work in such a wide array of skillsets cannot be found in one person. If you do find one person who can do it all they would not have enough time to be able to do it effectively.
One thing that we recommend to all of our clients is to make use of the various social media networks that are available today. If you write quality content, it is very easy and natural to get your readers to share your information with their friends and followers across the various platforms. Every piece you produce doesn’t have to go viral to see good results, it’s about the long term not the quick hit. Another reason that we recommend utilizing multiple social media networks is because the demographics vary greatly across them, see our post on social media demographics for more about this.
Basically, you want to make sure you are getting the most bang for your buck and social media helps you do this by sharing your content with them. If you operate a blog or have a YouTube channel, and you should have both, then you can link them with Google Plus, Facebook, and Twitter for example to have your posts shared automatically as you post them. With Google Plus it is also imperative that you have Google Authorship set up properly which is discussed here on Google’s page on Google Authorship
This is another key point that must not be overlooked as part of your content marketing strategy and your overall online marketing strategy as well. If your website doesn’t display properly on mobile devices you are missing out on a huge portion of the online traffic. More and more people are using their mobile devices to search, especially among the younger demographics. You don’t need a separate website for this, just be sure that your site is built with a responsive theme that will display properly on any device.
So, stop listening to all of the noise from the so-called SEO experts telling you that they can get you to the top of the search engine rankings by optimizing for the latest algorithms. Trying to game Google is a sucker’s bet and you are sure to lose. Focus on giving the visitors the best experience possible and you will find long term success. Remember, Matt Cutts isn’t going to share any Google Secrets with You.