If your aim is to rank highly in Google then it makes sense to pay close attention to what they’re saying, even when it seems like a minor detail. That’s what many webmasters and SEO copywriters have been doing this month after a minor but significant change in Google’s help resources was revealed.

The change was originally spotted by Erik Baeumlisberger and reported on Twitter, and was quickly doing the rounds in the online copywriting world. It relates to what would seem to be a minor detail in a Google Webmaster Help document.

The original version of the page had a sentence which read: “In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.”

The updated version meanwhile read, “In general, webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.”

Another reason to invest in quality copywriting

This change of focus away from linkbuilding to the creation of high quality sites and content reemphasises Google’s changing perspective of what is deemed important when it comes to determining what should rank highly. Google has previously said that webmasters should be focusing on creating high quality content rather than focusing on linkbuilding, while the infamous Google Penguin update targeted link schemes and ‘artificial’ links.

The message is clear – online marketers should stop obsessing over getting backlinks and let them happen naturally by creating quality sites that people actually want to share.

Building a website that will be favoured by people and Google is a multi-layered process which should be engaged in constantly. One of its key aspects is investment in quality copywriting which is of a high calibre and delivers value to users.

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