Attracting an audience with your content is an ongoing challenge, especially as the pay aspect of social media platforms grows .
Organic research, however, remains an unshakeable choice. As you move up the rankings and start attracting a steady flow of traffic, what are the most important signals in search? How to optimize your content for maximum impact?
Follow this introduction detailing seven signals that you should send to Google (and its researchers).
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What Google wants
Imagine calling 411 to get a doctor's phone number. You dial the numbers but you find a mechanic at the other end. You hang up.
Now imagine that you are looking for a "marketing plan template" on Google, clicking a link, and looking at a general article about marketing without useful content. You immediately bounce off the page. And Google realizes that your quick visit means that the content has not been delivered as you wish.
Google wants to deliver the content sought by researchers. For example, Google employees comply with the company's 164-page research quality review guidelines for evaluating web pages. These human evaluations serve to form the algorithm to display in the search results.
In the most recent directives, Google highlights the importance of three key elements:
. @ Google indicates that the results attract #content with expertise, authority and reliability via @nansida. Click to tweet
In other words, Google wants to provide users with content created by experts, who is authoritative and trustworthy.
Let's start by addressing these signals, then move on to four more useful signals.
You can prove to Google that your website deserves to be recognized by experts. First, and most obviously, create a detailed section on your targeted topic on the site. Indicate the internal qualifications of your subject matter experts, including your training, awards, etc.
You can prove to @Google that your site deserves recognition from an expert, says @nansida. Click to tweet
If the content of your signature is written by experts, include a biography at the end of each article. While this is not thorough, it should strengthen your reputation as an expert.
Third, and perhaps most importantly, build your brand on the Internet. Your website does not work in a vacuum. Google's robots roam the Internet to see if you're showing up anywhere else. The more Google detects the signals of this brand, the more it proves that you are an expert.
As Neil Patel notes:
"… (B) Rand signals prove to Google that you are legitimate – you're not just a" generic "quack.
In my eyes, creating branded signals is fast becoming an important way to build trust with Google and increase your visibility in search engines.
In addition, the effective creation of brand signals should also have a positive impact on the capital of your brand. "
Establishing brand signals becomes an important way to build trust with @Google, says @Neil Patel. Click to tweet
How do you create brand signals? Mainly by creating and publishing high quality content in various places. I'm talking about things like guest articles, podcasts, YouTube channel, social network profiles, and so on. You basically want to show Google that your website is part of a larger and more powerful brand.
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The most effective way to demonstrate authority is to create amazing content. Or, as John Mueller of Google says, the key to the ranking for a term is "awesome".
The key to ranking for a term on @Google is "awesome," says @JohnMu. Click to tweet
What does awesomeness look like? Your content should cover the subject deeper and wider than anything else. If length is not necessarily a direct ranking factor, the longer the content, the more likely it is to discuss a topic in detail. A recent study by Backlinko confirms that content length correlates with rankings.
The moral of history? Demonstrate your authority on Google by creating content covering all angles of your subject. If you are content with mediocre content, short and short, you will have no chance to file.
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The last thing Google wants is to send users to a deceptive or fraudulent page.
Fortunately, with a secure and trusted site, it is not so difficult to demonstrate your reliability.
Above all, you must use HTTPS over HTTP on your website. It just shows Google that your website has taken steps to ensure that user data is not stolen.
You must use the HTTPS over HTTP protocol on your website, says @nansida. Click to tweet
From there, specify who is the author of the content. Make sure your content is original. Do not plagiarize (it's huge). If Google determines that you are stealing content from another site, it may penalize your site.
If you collect information, such as email for a subscription or data to complete a purchase, use the appropriate tools to secure your form fields, signed documents, payment, and so on. If you use affiliate marketing or take advantage of it. aspect of your site, be transparent and communicate it to your visitors.
You also demonstrate reliability by including social evidence in the form of criticism or testimony:
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4. Intention of Research
Google strives to provide relevant results to researchers. This is why he is now focusing more on research intent than on keyword matching. In other words, Google provides results corresponding to what it thinks the researcher wants, not just results using the words of it.
For example, when a person searches for "cruises", Google recognizes that their chances of going on a cruise are better than wanting to know more about the cruise industry. Google returns the results containing the cruise booking pages, not a Wikipedia page.
The implication? Your content must be created not only to match keywords, but also to match the intent of these keywords. Ask, "Why would a person be looking for that particular term? What questions do they want to have? So do everything in your power to solve these problems.
Your # content should not only match keywords, but also for the researcher, says @nansida. Click to tweet
When you create content based on intent, readers are more involved. They spend more time on your site, which probably tells Google that the content is relevant to the search.
As Sam Kusinitz of HubSpot says:
As this is the information that readers search for when entering their search term, the websites that serve them receive more engagement from visitors. Google then interprets this increased engagement as a good answer to the visitor's question, thus giving the URL a higher ranking. "
Sites that process content based on # intent get more engagement, which translates to higher @Google rankings. @sdkusin Click to Tweet
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A backlink is a link to your published content from another site. Google treats these backlinks as popularity votes. In other words, if many sites link to a piece of content on your site, Google finds that your content is important and relevant.
How do you get high quality backlinks? The easiest and most effective way is to create amazing content that people will naturally want to connect to. The best backlink content:
Brian Dean calls this type of content an "asset that can be linked." He writes:
"I do not know who coined the phrase" Assets that can be linked, "but that's the perfect description of what you want to create: a page of great value that you can tap again and again for links .
Do not forget that an asset that can be linked does not constitute "12 things that Spider-Man has learned about social media marketing" – nonsense by bait.
Its content is so impressive, so incredible and so useful that people can not help but connect to their WordPress dashboard and add a link to your site. "
In other words, the content is so impressive that people feel compelled to access it. It's also such valuable content that visitors are forced to consume it.
TIP: Give a resource in conjunction with your content to make it more compelling. For example, if you are creating a detailed article on creating a resume, include a free resume template.
Creating amazing content is only the first step. You need to contact value sites and influencers to inform them of the content so that they can link and share it. Your proximity must be targeted. You can not send random emails and expect people to connect to your content.
You can not send random emails and expect people to connect to your # content, says @nansida. Click to tweet
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6. Speed of the page
How long are you ready to wait for the loading of a website? If you are like most people, you will not wait more than three seconds.
Google places more and more reliable and fast sites in front of slower sites. How can you speed up your site? Some simple solutions include:
Reduce HTTP requests.
Use a fast web host.
Use a content delivery system and enable caching.
Compress the big pictures.
Mine and combine files.
Remove plug-ins, applications, widgets, and any third-party script that significantly slows down the load time.
For the speed of your website, use Google PageSpeed Insights. It will note the desktop and mobile versions of your site, as well as suggestions for improving your overall speed.
Mobile compatibility is also a leap to Google. If users find it difficult to use your site on a mobile device, they will press the back button of the device without thinking twice.
If you're using WordPress, consider using a compression plug-in to reduce the file size of images for a smoother experience.
Source of the image
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7. Click Rates and Transit Times
The click rate is the percentage of users who click on your page when it appears in the SERP.
The wait time measures the time it takes before the user returns to the search page after clicking on a result. To be clear, there is a debate about whether CTR and downtime are ranking factors, but the growing consensus seems to be that they are.
A Moz study suggests that Rank Brain (a part of Google's algorithm) favors results with a high CTR, and Joshua Hardwick of Ahrefs argues for the passage time as a ranking factor .
Given what we know about Google's increased focus on content quality, the CRT and the time-out feature make sense as ranking factors. If no one clicks on a search result, it is probably irrelevant and should not be ranked first. And if a person clicks on a page but only stays for a second, she probably found that the content was not relevant to the search.
How do you optimize clicks? Focus on creating attractive securities. CoSchedule Headline Analyzer is a useful tool for doing this. In addition, create meta-descriptions that require the researcher to learn more about the content itself.
Use @CoSchedule Headline Analyzer to create better titles that generate clicks, says @nansida. #tools Click to tweet
Optimizing downtime means creating impressive content with which users want to engage. Your content must answer all potential questions that are relevant to the researcher's intent.
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Optimize to increase
Google searches on a saturated Internet network. Fortunately, your content can stand out if you respond to the seven signals, ranging from simple things like using the HTTPS protocol to creating a useful meta description.
But it all boils down to creating top quality content for your competition. This type of content demonstrates your authority, your expertise, your reliability and responds to the researcher's intent. This content naturally attracts backlinks and commitment. If you want to optimize these ranking signals, your ranking will certainly increase.
Do you want to have a higher rank in your profession or to see your content marketing program grow with success? Get ready today to participate in the world's largest content marketing education conference. Register today using the code CMIBLOG100 to save $ 100.
Note: All the tools included in our blog posts are suggested by the authors, not by the CMI editorial team. No post can provide all the relevant tools in the space. Do not hesitate to include additional tools in the comments (from your company or those you used).
Cover image of Joseph Kalinowski / Content Marketing Institute