Google isn´t as hung up on the larger, traffic-heavy websites as you might think. It is more concerned with finding the best content and ranking sites accordingly, which is why more and more brands are going all-out on content marketing.
If you´re still a little sceptical about how much of a precedence Google places on content, take a look at some comments from Google Webspam leader Matt Cutts, who does little to hide his affection for clever, well-written content.
Content Marketing Institute has brought together some of his most salient pieces of advice on the subject, which have been compiled from TheShortCutts.com. Let´s take a look at where Cutts suggests brands should be investing their time.
Presentation plays a part
It´s easy to get bogged down in SEO aspects like headings or titles, but the body of the article itself needs to be given due consideration. Make sure, then, that keywords don´t just appear in the heading.
Drop keywords for sake of clarity
Explaining and making your content easy to read is the skill of a good content writer, and Google knows that. Remember, it´s not just industry experts who are going to read your content, so consider what your average audience member would type into the search bar in order to get to the information you´re providing.
Create original content
Avoid re-hashing too much, or else Google may lump you into the spammers and scrapers (websites that scrape content from other websites) pile. Instead, focus on producing new and interesting content, based upon what you have inferred that your audience wants to hear.
Don´t weigh your website down with content
Generally, more content means more content for Google bots to find, but don´t load your website with tons of content if it means download times are going to suffer.
Be proud of your content
Flagging up your content on social media networks is a great way to make it known to Google, so don´t be shy in selling the articles you have to offer on Twitter and the like. The open-protocol code pubsubhubbub, which provides real-time notifications of content changes, is also used by Google.
So then, do Cutts´ tips on content engagement match with your thoughts on the subject? What other ways can you make your presence known to Google?