Five Ways to Satisfy the Search Engines Insatiable Appetite for Content
Years ago, all it took to please the search engines was a few sub-standard morsels of content (spam even) lobbed their way and a tickle of their algorithmic bellies with archaic SEO techniques. But since those simple days when digital marketing professionals had a greater degree of power over the fledgling search engines, Google and its kin have grown into ravenous content devouring beasts of the Internet.
No longer content with content which tastes of spam or is lacking in substance, they want an unending supply of meaty chunks that deliver nutritional value to their users. Now, the search engines have the power, and they’re using it to shape the Internet as they see fit. Those websites that keep the search engines (and their pet Pandas and Penguins) well fed will prosper, while those that neglect to feed them or attempt to fob them off with the cheap tinned stuff risk shrinking into online obscurity. Constantly coming up with new material to appease the search engines can be challenging, so here are five ideas.
1. Blog posts
As well as being fed with substantial pieces of content, Google eplace greater value on websites that feed them regularly. A blog that is updated at least once or twice a week ensures this is the case. As well as creating your own posts, you might also consider letting webmasters at relevant sites (not competitors) do ‘guest posts’.
2. Web content and product pages
While you shouldn’t waffle and fatten your site with unnecessary content, it’s important to take every opportunity to add high quality, relevant content. Descriptions of your products and/ or services are ideal.
3. Case studies and reports
As well as boosting your SEO in content terms, insightful documents can help in the ‘thought leadership’ stakes, showing that you know what you’re talking about.
4. ‘How to’ articles, guides and FAQs
People often use the Internet to find out specific things. The search engines aim to help them find these things as easily as possible. Provide the answers or solutions to common questions and you may find both beating a path to your virtual door.
5. Press releases
Distributing online press releases can not only help you get the word out about your latest offerings, but it can also get you ranked in the ‘news feed’ sections of the major search engines.