Google Ranking Factors Make Creating Relevant Content More Important Than Ever

Google Ranking Factors Make Creating Relevant Content More Important Than Ever

Each Friday, the Commexis blog will feature a post from one of our experts about a trending topic or article about digital marketing. This week, Amy Leach, our SEO project manager will talk a little about ranking factors and relevant content:

Here at Commexis we have been touting the importance of relevant and user-friendly content to our clients for a while, and now recent studies are proving the value of this content when it comes to Google rankings.

At the end of every year it is customary for Digital Marketers to spend a bit of time reflecting on the year’s Google algorithmic changes. After all, Google is ever changing, and for our search engine optimization (SEO) campaigns to continue to succeed we have to be willing to change with it. To help digital marketers assess how Google’s changes will affect us, Searchmetrics has taken the time to publish their study of Ranking Factors and Ranking Correlations. Among many interesting findings this year, the one many people are talking about is that relevant and accessible content is becoming more important than ever when it comes to Google rankings.

It shouldn’t be too surprising to anyone that Google is trying to put forth the best content that they can offer in their search results. After all, Google’s true interest is in the satisfaction of the searcher, not in how satisfied businesses and website owners are with their own ranking results. Let’s face it, in the past great keywords have not always led people to great websites or content. This has led Google to work toward ensuring that the results that they put forth for searchers have a history of engaging other people.

Does this mean that we should throw away everything we know about SEO-friendly content and start from scratch? Of course not, but we can look at our key terms a little differently now. Google is not only interested in how readable your website is from a technical point of view, but it is also interested in how the people that visit your site interact with it. Did they spend time on the pages of your website reading the content? Did they click through to explore other pages or even fill out a contact form to get in touch with you? With the help of artificial intelligence and machine learning techniques Google has many ways to assess this sort of data, and it seems to be using it to influence rankings.

So what does this all mean for businesses going forward? It means that it is more important than ever to make sure your website has dynamic and searchable content. This should be good news, though, because you should want your website to be dynamic and user-friendly to begin with. Good branding and clear messaging will most likely be rewarded. Understanding how your clients actually search, and what types of content they find valuable will also be rewarded.

We can only predict what changes Google will have in store for us in 2017, but I think it is safe to assume that Google will not be ignoring user intent or the quality of content any time soon. Quality content is here to stay.

Amy Leach is Commexis’ SEO project manager. She has a BFA from Rowan University with minors in music and art history.

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