Many people ask what type of content ranks best in today’s search engine, but the answer is and will always be the same: Google wants one thing and that is quality content. Google strives to provide its users with the best possible results.
There are several reasons why some sites consistently rank much higher than others. Two of the main ones are:
- Delivering high-quality, original content that is both legitimate and credible.
- Updating the site with fresh content on a regular basis.
Never be tempted to game the search engines with black hat techniques. Yes they may work for a short while, but eventually the search engines will catch up and put your site in the sandbox.
Once in the sandbox, Google won’t send you any more traffic. Instead of spending hours trying to find a way to trick the search engines, why not spend an hour or two writing a valuable piece of content the search engines will love?
Engage Your Users
How engaging is your content? Are people actually reading the entire article or are they hitting the back button as soon as they see it? This is how Google measures engagement. They want to know how long people are sticking around to read your content. If they stick around for several minutes they know you are providing value. This metric is measured by what is called Bounce Rate, and lower bounce rates can help rankings.
If users typically click back and your site has consistently high bounce rates, this can affect adversely affect your rankings in Google.
Another important factor is linking patterns. Google and other search engines learned very early on that people link to content they consider valuable. Content that is considered useful almost always gets shared by users. Content that is considered useless doesn’t.
And while linking algorithms have advanced quite a bit over the last several years, the basic principles of this concept still hold true. So if you want your content to rank, make sure its valuable. Make sure it helps the end user. That’s the key to getting your content ranked. There are no magic methods or solutions.
Make Content for Users, Not Search Engines
I am sure you have heard this said before and it’s true. When one creates a web page for search engines their focus is keywords, making sure the Google bot understands what keywords the page should rank for and overstuffing the content with them to the point that it may become uncomfortable if not unreadable to the human eye.
But these types of black hat tactics rarely work, and if they do, it’s only for a short while and then the site gets hit with a big penalty and ends up in the black hole of SERPS.
Make Every Effort to Provide Useful Content.
It’s sort of a merry go around: Useful content leads to happy users and a low bounce rate; happy users link back and/or spread the word about the content through social media which leads to more traffic, which leads to better rankings in Google. So it’s all about useful content. That’s what Google wants and that’s what your potential customers want to see.
Anytime someone uses Google to make a search, they have an intent. They either want to find out about something, learn about something, solve a problem, buy something, or treat something. Google is going to provide users with information that fulfills that intent, so do your research and find out what type of content your target audience is searching for.
Make it a point to craft your content around their wants and needs. This will not only increase your rankings, but it will also increase your conversions and sales.
The one thing to keep in mind is that people read content, not the search engines. Do away with the keyword stuffing and anything else that is designed to manipulate the search engines. Write good content that people will love to read and your content will get ranked.