Correct me if I’m wrong, but it seems to me that content is the new SEO.
Since the Panda update in February:
- Many sites’ traffic fell by more than 70%.
- Sites with high keyword ratios were seriously affected.
- Some of these sites still haven’t recovered.
Keywords are no longer the end-all in optimization.
Google’s update was a slap in the face to SEO practitioners who prioritize optimization over value to the reader. It’s also created a lot of confusion around what now constitutes a well-optimized site.
Google was obviously responding to the practice of keyword stuffing. Their customers demand solid search results. So sites that provide pure, unadulterated information are obviously going to win.
High-quality content is the goal
What used to be SEO was really a head game that had nothing to do with the end user. Play the game right, and you’d rank well. Sure, people would find your site, but they weren’t likely to get much value from it.
Now keywords seems to have very little importance. If you say what you’re going to say and say it well, you’ll find your page is better optimized than if you use your old bag of tricks.
In other words, put your focus where it belongs: on providing great information for your readers. Period.
I have to confess I love this change. I never agreed with the old mindset of making copy less readable just so it could rank well in search engines.
Now, it appears, I can focus on my writing. If I write useful, original copy and apply the appropriate meta-data, I’ve done my job. My readers are happy. Google is happy. And I’m happy.
It’s a three-way win!
But even content marketers have low-quality content
The problem is that low-quality content can penalize your entire website. And all of us have low-quality content, regardless of how much we focus on providing value.
- If you’ve curated content and put it on your site because you thought your readers would like it, that’s lower-quality content because it’s not original.
- If you often quote other writers in your copy, you could be perceived as having weak content.
- Having useless tags and broken links reduces usability and counts as poor content.
- If you have short meta-descriptions or duplicate title tags, Google reads them as poor quality or duplicate content, and they have most certainly affected your rankings.
To optimize your site, then, content and usability must be your highest priority.
Optimization is about user experience
Essentially, Google is trying to measure quality. And they measure it by your definition of optimization.
Is your site optimized for your own benefit, putting page rank above all else? Or have you optimized your site for your visitors, making sure they can easily find the information they’re looking for?
Not only should we build our sites around original, useful content, they must be easy to access, consistently deliver on our brand promise, and provide a great user experience.
In short, we must try to offer value in every interaction. But then, hasn’t that always been the best way to grow a business?
What are your thoughts?
Photo by kconnors
