Google recently announced that it’s making enhancements to their search engine algorithms (the software that makes Google work). And this will affect how your website is ranked and found online through organic (free, non-paid) search.
“… we’re evaluating multiple changes that should help drive spam levels even lower, including one change that primarily affects sites … with low levels of original content… In 2010, we launched two major algorithmic changes focused on low-quality sites…” [Emphasis mine] — Matt Cutts, Principal Engineer
Google’s change affects all sites including B2B related websites. However, if you do the opposite and offer high quality content the search engines will reward you because, Google wants quality sites.
Google knows that searchers, people like you and me (and your prospective clients), need and want quality information, which is original, helpful, useful, solves their problems and answers their questions. Do this and your company will be rewarded with free, non-paid organic traffic to your website.
Content is NOT king! QUALITY content is king
I’ve always disagreed with the brain-dead mantra, “content, content, content”. Too many online marketers and SEO/SEM companies focus too much attention on content for content’s sake.
The main reason is because it’s been relatively easy to “reverse” engineer the search engine algorithms (software) and game the system. So many websites would have very superficial content, but hundreds of pages of it, and that would often be enough to rise in the search engine rankings.
However, the search algorithms at Google (and also Yahoo and Bing) are much more sophisticated today. Low quality and superficial websites (and internal website pages) isn’t enough to rank highly on search engines. A mass quantity of content, content, content is useless. And good riddance!
Great content is an investment in your company’s success and future
Many companies fell into the trap of creating mass content because it worked, to a point. They could see their website rise up in the rankings. But with the new changes, that’s not going to happen any more.
The problem with this method, even before Google made its upgrades, is when a real life human visitor (potential client) arrived to the site, he or she found it useless and clicked away.
So it was never a prudent long-term business strategy. And now that the search engines (starting with Google, and Yahoo and Bing won’t be far behind) will skip pass these kinds of sites and lower their rankings, or not rank them at all, this strategy will be shelved and indexed in the history books.
It’s much harder to create high-quality, unique and thoughtful content. But that’s what your site visitors and prospective clients want and need from you first.
They need this before they decide to take the next step in establishing a business relationship with you and are comfortable giving you money for your product or service.
Here’s your competitive advantage!
Many of your competitors and their mathematical, reverse engineering SEO/SEM-only consultants are going to ignore this warning, or worse, they’re going to look for another way to game the system. And they’re going to end up disappointed because the search engine software programs (algorithms) are getting more and more sophisticated – faster and faster.
Oftentimes, it’s the only thing they’re capable of doing because it’s “easier”. Creating mass content is a by-product of feeding the “Internet Monster”: Any firm that markets online (which is all companies that want to have a future today) is under real pressure to stay relevant and on their prospect’s radar via email, web content, online articles, online press releases, and now online video, mobile marketing and social media marketing.
Fortunately, mass content for content’s sake, is not going to be the driving force behind online success, no matter what industry you’re in. The search engines won’t stand for it. And your human visitors never appreciated it.
Instead, making each piece of communication good, even great, is what it takes to win organic search results today. That takes dedication and thought and real ingenuity.
And that’s your competitive advantage.
Deliver quality content and your market will appreciate it. The search engines will realize that human searchers find you relevant and useful, so the engines will send you even more targeted traffic. And with targeted traffic, your company will realize higher conversion ratios and better ROI. That’s a positive cycle that rewards authentic marketing practices that provide quality products and services.
You can read Google’s announcement here.
If you’re challenged by creating quality content that pleases both the search engines and your prospective clients, call me and learn how I can improve your website and online marketing strategy to generate more leads or sales for your company. There’s no obligation and no risk. Contact me now.
Filed under: B2B business-to-business marketing, business leverage, Marketing Online, website conversion
