We’re starting a new series here on SEO copywriting where we’ll post regularly on SEO copywriter related topics and answer your SEO copywriting questions.
Earlier in the year, Google released a major update to its search and ranking algorithm. It was designed to reduce rankings for low-value content and websites, and to boost the ranking of high-quality, high-value websites and content.
So what does this mean for your content, and for your business? How can you take advantage of this new development in search?
Publish better content
The people at Google have been very good about letting us know what they are doing and how we can improve our web content in the eyes of Google.
In a post on the Panda update, Google’s Principal Engineer Matt Cutts and Google Fellow Amit Singhal opened with the following:
“Our goal is simple: to give people the most relevant answers to their queries as quickly as possible. This requires constant tuning of our algorithms, as new content—both good and bad—comes online all the time.”
The bit to pay attention to here is: relevant answers to their queries
That’s what we have always advocated for with our SEO copywriting service. The best way to make Google’s algorithm happy is to provide relevant content for the right target audience, and to use the kind of language (keywords) that they (searchers) use in their search queries.
It’s all down to trust
Matt Cutts has always been clear that a website’s PageRank is still the number one criteria. PageRank is a measure of trust.
How do you earn trust? Just like real life: be honest, straight-forward and earn the respect of (links from) your peers, colleagues, and industry.
If you are researching and using the keywords that your audience use to find what you offer and you are writing content that is valuable to your audience – that answers their queries – you will attract attention and links from other trusted websites. Your position in the search listings will reflect the relative relevance of your site to others that also fit those criteria.
How to get those links and consequently the PageRank is what we’ll talk about over the next few posts on quality copywriting and what ‘quality’ really means online.