Original web content wins the Google ranking game

Marketing

Original web content wins the Google ranking game

The Google search ranking process combines an algorithm checking 200-plus factors and humans quality testing tens of thousands of sites, and they have made changes to place more value on content that is original, fresh and high quality.

Google is constantly improving, locked in combat with people trying to get higher rankings for low-quality websites. The Google search ranking process combines an algorithm checking 200-plus factors and humans quality testing tens of thousands of sites, and they have made changes to place more value on content that is original, fresh and high quality.

Content originality. It’s important to ensure you have original content for the topics you want to be found for on Google. That means making sure your home page, bio and areas of expertise or niche markets are original. If you have exactly the same content as another site, Google will attempt to rank the original version, ignoring duplicates. There is still value in using template content. It may be well-written and serve your clients, but it likely won’t help your site get high rankings.

Content freshness. Google rewards a website for being up a long time, as that reflects on the validity and stability of the business. However, they also reward individual web pages for having freshly updated content. You don’t have to refresh content daily, but maintaining a blog or adding information to your website each month will improve its value.

Content quality. Google wants visitors to find quality content from search results. So it aims to reward quality content and ignore low-quality pages. That’s why it’s crucial to offer value to visitors. Provide real answers to client questions. Publish content that people find interesting enough to quote, link to and share on social sites. Include images or videos. Offer a link to a third-party article or to download a PDF report.

Search ranking isn’t a magic bullet, and the time you invest in it should align with business objectives. However, if it makes business sense for you to rank well in Google for a particular phrase, consider whether your site has related content that’s original, fresh and high quality. 



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