Use Google's Guidelines To Get Your Own New Partners And Viewers
Building your website or business solely on the basis of achieving Google rankings is a very dangerous model to follow. Oh, we understand the appeal completely. The volume of traffic Google can send you is enormously attractive. But the pain of losing that traffic and revenue when Google takes their attention away can be a lot to bear. It can be fatal even if you haven't diversified your traffic stream.
Of course there's no reason to shun Google either because when they do feature your material prominently it provides a nice extra traffic boost.
The ideal situation is to develop strong relationships with people in parallel industries (strategic partners), create informative and helpful content, and get your material featured on others' websites as guest blogs or informative articles.
How To Benefit From Content Marketing And Google Traffic
The way to get both things at once is to invest in quality content and share it widely in locations where it's likely to garner its own traffic that leads back to your site.
The Two Most Important Traits Of Quality Content
The guidelines below say a lot about what good content should look like from Google's point of view, but below are the two most important content traits from your point of view, which should answer the question "How will this content work for me?"
New Actionable Information - The first way your content is going to work for you is by adding a lot of value for the reader. Don't just rehash known facts as too many online marketing forums suggest - put some real thought into telling your reader and prospect something they didn't know. You want something that makes them think, "Huh, I'm glad I know that. This person seems to know what they're talking about."
And remember, the information you present doesn't have to be new to field, it just has to be new and useful to the reader researching the topic.
This part is important for two reasons - First, because if your content is recycled material readers already know, they're going to be gone in a click. But more importantly, think of the value of high-quality content from the a potential strategic partner's point of view; they want something that brings value to the visitors too. If you would be proud to offer your content to them in person, you're on the right track. If you're relieved you're offering it online and hoping someone somewhere picks it up no one probably will pick it up.
Leave Them Wanting More - After catching the reader's interest and establishing your expertise at the end of the article mention a few other items they really should know about and say where they can go to learn more, which will be links to your site, preferably to the page promoting your mailing list (more free content but this time at the price of their email address).
Review Google's Quality Content Guidelines
- Would you trust the information presented in this article?
- Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
- Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
- Would you be comfortable giving your credit card information to this site?
- Does this article have spelling, stylistic, or factual errors?
- Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
- Does the article provide original content or information, original reporting, original research, or original analysis?
- Does the page provide substantial value when compared to other pages in search results?
- How much quality control is done on content?
- Does the article describe both sides of a story?
- Is the site a recognized authority on its topic?
- Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?
- Was the article edited well, or does it appear sloppy or hastily produced?
- For a health related query, would you trust information from this site?
- Would you recognize this site as an authoritative source when mentioned by name?
- Does this article provide a complete or comprehensive description of the topic?
- Does this article contain insightful analysis or interesting information that is beyond obvious?
- Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
- Does this article have an excessive amount of ads that distract from or interfere with the main content?
- Would you expect to see this article in a printed magazine, encyclopedia or book?
- Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
- Are the pages produced with great care and attention to detail vs. less attention to detail?
- Would users complain when they see pages from this site?
Of course, Google uses over 200 signals in all, but that should get you started on thinking about your site’s content.