Did the news about Google’s recent core algorithm update freak you out?
After all, SEO is confusing enough. But hearing that Google’s core algorithmic updates can drive companies out of business is always a little…weird.
During this time of Google FUD (fear, uncertainty, and doubt,) people look for the secret SEO recipe that will make Google happy. Which makes sense — you want to focus on what drives the most ROI.
So, according to top SEO experts, what’s the most important aspect of your SEO campaign?
The answer may surprise you…
No, it’s not links (although links are important.)
It’s not your site design (although that’s important, too.)
Here’s the answer:
During the SMX Advanced conference, Search Engine Land released the 2019 Periodic Table of SEO Success Factors. The report breaks down what’s currently important to SEO rankings (for instance, keywords and content “freshness,”) what hurts positions (ad-heavy content and keyword stuffing,) and emerging verticals, (such as voice search.)
The big takeaway? Content rules.
In fact, according to this article, Barry Schwartz, editor of Search Engine Land, and one of the creators of the report, introduced the findings by saying “in the contest between content and links, it’s now a settled fact that content is more important.”
Sure, content has always been important. But this year, the importance of content was turned up to a Spinal Tap 11.
This. Makes. Me. So. Happy!
So, what does this news mean to you?
Well, if you’re a content creator, this is pretty sweet news. :) The opportunity is there.
At the same time — and I’ve said this before — you need to up your game and learn how to create strategic SEO content.
It’s not enough to write a 500-word blog post focused around a target keyword. Now, you need to understand the competitive landscape, write in a conversational style, think about featured snippets, and provide content that’s more useful than what’s currently positioning in the top-10.
Is this more stuff to think about? Yes. At the same time, Google is giving us permission to write fantastic content. We don’t have to write the same content as our competitors so we “look competitive.” We don’t have to write keyphrase-stuffed content. We can do things differently…and better.
If you want more information about what Google considers quality content, Google actually spells it out in this “oldie-but-a-goodie” post. The post is from 2011, but the information is still solid (and cited) today.
Yes, this will mean letting the low-paying, “I will pay you $25 for an SEO blog post” go. Let’s face it — for $25, you can’t spend the time you need to write content that snags fantastic search rankings. Not unless you want to make $1/hr.
Instead, it’s time to find those higher quality clients who understand the value you bring to the table.
They are out there.
Why would you settle for anything else?
What if your company has SEO content creation challenges?
Now is the time to get your writers the training they need.
It’s not just me saying this. During the SMX Advanced conference, Jessica Bowman, one of the authors of the SEO Success Factors, emphasized how important it is to train your writing staff.
Your writers want to create top-positioned content. They really do. They just need someone to break down the SEO steps, to tweak the strategy, and to streamline their current writing process.
Once that light bulb turns on and your writers “get it,” they’ll be unstoppable. I’ve seen training clients go from nowhere to positioning top-10 for highly competitive phrases. Sure, they worked their butts off to make it happen. But they did it.
That’s also pretty cool.
What do you think?
Have you been thinking about an SEO writing training for your in-house writers? If you’re a freelancer — how do you think the latest news will benefit your bottom line? Leave a comment and let me know.