The dating game – getting clients through Google
Content is King on Google
Since the Google Panda update, content marketing and Google have developed a love affair with one another. Long gone are the days of sneaky linking strategies and using tricks to reach the top of the search results ie. keyword stuffing.
The Google Panda update punishes webmasters who try to use sneaky tactics and rewards the users who publishing solid content that people are searching for.
It’s important to understand how to create content that Google loves. Start by providing something of value. Google’s algorithms are able to gauge how good your content is via user interaction and reading through your content.
The new update aims to prevent search results from reaching the first pages on Google that would provide little to no value to readers. The aim of Google is to provide users with the information they are looking for, so they have become stricter at filtering out empty content in recent updates.
What is Content Marketing?
Content marketing is the creation and sharing of valuable free content that attracts potential customers. It differs from direct marketing because you aren’t trying to sell through your content, rather you are trying to communicate and build a relationship with your audience.
Whether you are trying to educate them, make them laugh or provide them with the latest news, it’s all about your audience. By creating the content that matters to you build up trust in you, and your business, so customers feel comfortable buying from you.
How to Create Content that Google Loves
Google loves content that gets shared and provides value to its readers. You want to create content that engages and answers questions. It’s also a good idea to create content that’s easily shareable via social media to further increase your chances of ranking high on Google.
There is no real trick or secret to this step, you just have to create awesome content that your audience loves. The more attention you attract with your content from users and even other websites, the more Google will point towards your content.
It is also important to note that you should have a regular posting schedule. This also has an impact on much Google favours content from your website.
How to Create Content that Your Readers Love
Step into the shoes of your audience and ask yourself, “What do I want to read?” If you can’t answer this question quickly and confidently than you need to do some research about what your audience is looking for online.
You can even ask existing readers what they would like to see/read. You might not get a big response if you are starting out small, but any user feedback is better than none. This also shows that you are trying to connect with your readers which could strengthen the bond between you and your loyal readers.
In your content, you should aim to either answer a question that a lot of people have, provoke your readers to action or at the very least entertain them. Each website is different so your content needs to be catered to your audience.
Offer Value for Free
The most important aspect of content marketing is to offer tons of value to your audience for free. You shouldn’t expect anything in return (obviously you want them as customers, but don’t expect all of them to become customers).
Be transparent, don’t hide your intentions because it is quite obvious sometimes when you are trying to hide something. However, if your audience sees that you consistently offer everything for free, they become much more trusting of you.
Be generous and your audience will return the favour and potentially become loyal customers.
Explore Other Media
It is the standard to have both images and text present in an written article/post. However, you should explore creating content on different mediums such as video on Youtube or podcasts. YouTube and Google are partners, so it would be beneficial to create content on Youtube and link it to your website.
Not only does this increase the number of ways that people can find you, but it also causes Google to be more favourable towards your content because it sees you are using different types of media. Exploring other media might also give you an edge over other websites because you can provide your audience with content that can’t be found anywhere else.
Don’t Forget SEO
While content marketing is extremely effective and has become the standard for online businesses and websites. It is no good if readers can’t find your content in the first place. SEO will help your content appear in the search engines and than it is up to Google to determine your positioning from there.
Remember to perform keyword research each time, before you start writing/creating content so you know what users are looking for and how many of them are searching.