Algorithms from the major search engines are being constantly updated and improved upon, they are searching for that exact set of returns for each search engine results page. As a result of this ever evolving search algorithm, these search engines are getting better and better at weeding out non-relevant content. As such, the cream rises to the top, in so far as relevant, insightful, engaging and quality content rises to the top of search engine results pages.
Having typed in your search term, you do not want to read content that has no relevance to your original query. It is common sense. And the search engines are getting smarter by the day.
With Google being the main player among search engines, content that is well written and relevant and has been shaped according to Google Webmaster Guidelines is the most likely to appear on the top organic search results page. If the content is seen as useful and informative to the reader, it is more likely to be shared.
This so called quality content is often hard to produce, and will not appear overnight. However, successful content that achieves these goals, is often something that answers a problem, or addresses an issue within a given market or sector. For example, no matter what sector someone works in, they may need to find answers to a problem they are having, which is why they use a search engine in the first place. Any piece of content that helps to solve that problem for them, either by educating them, or by answering their questions, will be seen as quality content. They are likely to share this content with others in their sector or network they are hardly likely to share unhelpful and uninteresting content. Once your quality content is shared, you gain a credible and trustworthy online presence.
Using key words in your content will help to propel it into the top results page. However, be careful not to use too many, as it will hinder your chances rather than helping you. Meta tags are also a useful tool, and looking at the webmaster guidelines from Google will help you edit your content further so that it ties in with their best practice for search results.
Regular content is also something that requires some thought. If a company posts a compelling and interesting blog on a daily basis, and gains a build up of readers and followers, if they suddenly drop off the pace and post blogs every 3rd or 4th day, then they run the risk of losing the followers they have gained. People come to expect a regular stream of content, and when that becomes irregular, they are likely to go elsewhere for their information. Imagine a weekly Sunday paper, suddenly changing their publication to once every 3rd week.
Making sure your quality content is shareable and spreadable is vitally important. It will be of no use to you or your company if your content is not easily shared. Putting Links in the content that revert back to your website or to your social media pages is a way of making the content easily shareable. Social media is a vital tool in increasing your company’s online presence.
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