"Even if you do brain-dead stupid things and shoot yourself in the foot, but have great content, we still want to return it."

Matt Cutts, Google Search Engineer

Great Content = Awesome Engagement

If you’ve seen any blogs relating to internet marketing lately, you've probably come across someone talking about the importance of content. But what does it mean? What is great content? And shouldn’t that be subjective to whomever is reading it?

Well, mostly, yes. Ever since the dawn of search technology, the main purpose of a search engine was to return the most relevant information to a user search query. However, as web adoption increased and more businesses joined the web, Google’s original technologies weren’t sophisticated enough to effectively sift through all of these sites to always find the best result. Many webmasters took advantage of this and exploited a loophole here and there to get their sites to the top in their efforts to thwart the competition. Needless to say, Google was watching this unfold and quickly began to develop various processes to differentiate the true value of one site over another.

Have you ever noticed that Google tends to return really good search results?

This is the result of over a decade of algorithmic refinements encompassing everything from mathematical equations to artificial intelligence. Yes, the stuff of the future is incorporated into Google’s search technology.

In fact, revered futurist and AI technologist Ray Kurzweil himself is employed as Google’s Director of Engineering. It is not unreasonable to think that his influence has spread across multiple departments.

Today, it is next to impossible to “trick” Google into thinking that your site is much better than it really is. While there is a place for basic informative content not intended to change the world, the secret sauce to high rankings is in the compelling content that people will want to read, share, link to and engage with.

There are numerous ways our team can help with showcasing your content including:

  • Blog Posts: Provide views and opinions on news related to your industry.
  • Visually Appealing Infographics: Re-purposing content into a visual device
  • Resource/Educational Section: Nothing to talk about? Let us help you implement
  • How-to or Informational videos: People love video. Why not get behind the camera and educate your audience on . Over time they will see you as an authority on the subject. And so will Google.
  • E-books: Making e-books available for download on your site is not only a great way to collect pertinent data on your visitors, but provides an incredible value and incentive for them to return.
In short, write interesting things that people will get something out of.

What if I sell wooden shoes?

Glad you asked. Wooden shoes have a long-winded history that can easily be packaged into something cool, exciting and visually appealing. Having an educational section where people can learn everything they ever wanted to know outside of Wikipedia would be a great start. Will it take time? Sure, but what we give we get back. We call it content karma. Google will notice an improvement in key metrics such as on-site time, bounce rate and pages per visit which often translates into improved rankings.

Practice content karma and the rest will follow.

I’m sold. Can you help me produce great content?

Of course. From blog writing to infographic creation to e-book production to just about any other creative idea, our team has the necessary skills and experience to make things happen.

Think of content as an investment. The more you put into it, the more you’ll get out of it. Content creation should not be an assembly line process of churning out page after page of common knowledge. Business owners can start by asking themselves which questions they are being asked by their customers and seeking to answer those in the best way possible. Our creative team will guide you toward the best methods to leverage this valuable information to your audience.

SEMGeeks Marketing Knowledge Center

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