A new study by Searchmetrics reveals content relevance is gaining cred with Google, while backlinks are declining as a ranking signal. If you follow that link, you can read a summary of the major highlights of the report. It also contains a link that gets into gritty, nerdy details. Anyway, you get the gist.
“Content is King” Oversimplifies How Rankings Work
By now, you’ve heard everyone preach “content is king.” In the earlier days of search, this was true.
But now, the game has changed immensely.
Some of this is due to Google accelerating the ability of its algorithm to understand searcher intent with RankBrain. Much of it is also the result of overproduction of content.
Today, you can find 1,000 blog posts on nearly any topic. Google filters much of the redundant content out of its search results and gives the best posts the highest rankings.
As you can imagine, it’s difficult to achieve top positions. While the content itself can help you rank your home page and other static pages for key terms simply because of freshness and consistency, it’ll be nearly impossible to rank your blog posts near the top of search.
How to Get Better Results from Your Content
Merely producing content on a consistent basis helps you rank. So what’s the next step? How do you make content that continues to drive you sales?
Here’s what to do:
Make Sure Your Content Solves a Problem
One saying goes that the internet is “information rich and knowledge poor.” You’ll have an easy time finding blog posts and reports on any topic.
But, you’ll have a difficult time finding one with verified solutions to real problems from experienced experts. Whenever you make content, aim to solve a problem.
Solve the Problem Uniquely
You got into business because you could solve a problem, right? What’s the next step after that?
Solving the problem uniquely. When you create content, discuss differences between your solution and competing ones.
The more successful you are in this, the easier customers come.
What Unique Content Like This Does for You
Think about this: if 1,000 other blog posts say basically the same thing you do, what motivation does someone else have to link to yours?
When you pose unique solutions to common problems through content, you give readers good reason to link to you. Think of this as a way of naturally attracting links, the second most powerful method for boosting your rankings (besides producing helpful, problem-solving content).
Google’s business is based on giving searchers unique content they want. So, you’re taking out a long-term insurance policy against a rankings loss by uniquely solving problems with your content.
No guarantees on that. But, it’s the smartest thing you can do in today’s organic search environment.
