A large part of what our clients want to better understand is, “How does quality content translate into better SEO?” Intuitively it makes sense, and if you have done any research into search engine optimization recently, you hear hear the call over and over about quality over quantity. But the question of how that leap gets made, how does quality content rises in the rankings over unremarkable content, is an interesting one. The answer is one of the cornerstones of why we invest our time into video blogging, and why you should too.
What Motivates Google?
The pace to start the discussion is to think about what motivates Google. What is their goal when returning results for a search engine query? Their goal, like your goal for your own site, is positive user experience. Why does Google control 68% of search engine traffic? Because when you search for something on Google, you are almost always pleased with what you find. Google has so developed and perfected it’s ranking algorithm that you know that when submit a search query, you will find what you are looking for – even to the point of search intent.
That goal of positive user experience drives Google to figure out what the most useful webpage on the internet most closely answers your question. And they do this by a complex series of calculations, the details of which are a closely guarded secret. But, what we do know for sure is that the sites that other people find useful Google finds valuable.
What does that mean? It means that if many people view your content and find it valuable and share it with others Google will tend to rank it higher in search results. Google has all kinds of ways to decide how engaging your content is, through Chrome usage data, through Android mobile phones, from Google to site back to Google bounce rates. But the one major area that makes a difference is how many people are willing to link from their website to your content.
Links – Not Lynx, The Medium-Sized Wild Cat
Incoming links, especially from reputable sources, help drive your keyword rankings up. The larger and more influential the source, the more impact it has on your rankings. So, if you create high quality, interesting, useful, delightful content, people are going to view it and say, “I think my viewers would also find this useful, so I am going to share it on my website.” (Fact: They might not say this verbatim, but they’re thinking it.)
So, if give you 30 seconds to think about this, your mind will quickly get to the next logical conclusion. If I can pay for Google Ads, wouldn’t I be better off to pay some shady folks to link to my content? If links are so valuable, why don’t I just buy them? Google thought of this too. (Way before you did.) And they hate it. It’s an easy way to get your site penalized, sometimes up to the point of being blown into the world of Google obscurity, never to be heard from again. Is it possible? Yes, it is. Is it advisable? No, in fact, it’s the opposite of that.Continue Reading