In the world of SEO content is king, but not just any content. According to Amit Singhal, a prominent Google software engineer, “Our site algorithms are aimed at helping people find ‘high-quality’ sites by reducing the rankings of low-quality content.”
In other words, publish junk and watch your website become buried on Page 15 of the search engine results. Google algorithms and the algorithms of other search engines aim to create a high quality search experience for web users, and web users want high quality content.
Quality content is not just good for your search engine ranking, it’s also good for customer experience on a site, overall brand image, and can have an impact on sales. A study released by Brafton found the following:
- 52% of consumers say blogs have impacted purchase decisions
- 42% of consumers look to online articles for info about potential purchases
- 57% of marketers have acquired new customers via their blog
Users should come away with something from the content they spent their valuable time reading; whether it is an idea, a better understanding of a topic, or just to be entertained. Good, quality content will be shared, bookmarked and recommended to others.
This is the purpose of social media, to share, to connect, to create a “buzz” about your company. Brafton found that 1 in 5 social media messages include links to content. The “buzz” in turn represents to the search engines further validation that your content is “important” to the customer, otherwise why waste time sharing it.
Google values and rewards websites that its customers value. Is your inbound marketing system creating first-rate content, people are sharing? Is your content up to par?