Content plays a very important role in Search Engine Optimisation. With the latest google algorithm updates in operation, good quality original has become an indispensable part of any online marketing strategy. This page highlights the dependence of SEO on the quality of content by mentioning the various google algorithm updates and their effect on content writers.
In the recent times, SEO has become a viable tool to curve marketing strategies, which generate better leads and cast a wider net for customers. Thus, it can be deduced that content and search engine optimization can secure a better Return on investment, as compared to the older, more traditional forms of marketing like print ads and TV commercials.
Dependence on Content for SEO
Search Engine Optimization is a technique for optimizing the website so that it gains more visibility in the search engines and brings in search engine traffic. The SEO strategies are guided by Google Algorithm content updates, that are released by Google from time to time.
When it comes to content writing, SEO is one of the factors that lead to the popularity of good content; it is however, the quality of content that attracts readers and helps in increasing the search rankings. No matter how effectively the SEO techniques are used, if the content quality is not good, it would not lead to success.
Content and Search Engine Optimization are connected with the use of keywords. The use of keywords help in attracting search engine traffic. Hence, keywords are thoroughly researched and incorporated in the content at various places. SEO techniques can be made use of in any type of content such as blogs, articles, directories, videos, slideshows, etc. It is important that we know how to correctly incorporate the keywords, so as to use them to their full potential and also make them unnoticeable to the reader.
Popular Content Validates SEO
Content and Search Engine Optimization are interdependent and it is observed that popular content ultimately validates SEO strategies. SEO strategies help the website in receiving a good amount of search engine traffic. The importance of SEO marketing should not be overlooked, as, no matter how good web content is, if there is no organic traffic from the search engines, it would not lead to popularity of the content.
The Google Search Algorithms
Now that we have understood the importance of SEO marketing and the relationship between content and Search Engine Optimization, we should focus on getting a better understanding of the various Google algorithms content updates. Google algorithms are mathematical systems that determine what comes up in the search results when we search for something on the web. In order to prevent marketers from tampering with its search results, Google comes up with new updates on a regular basis. Here are some of the updates listed below:
The Panda Algorithm came into use in 2011. It shows websites with high-quality content at the top of the search results and the websites with low-quality content at the bottom. It recognizes content that has been duplicated, plagiarized or the content that contains user-generated spam and keyword-stuffing. In the past, marketers tried cheating the algorithm by creating unnatural backlink patterns. But that did not work with this update, because the Panda Algorithm is complex and does not function on just backlinks.
- Impact on content writers: If the content writer duplicates or plagiarizes partially from another online source, the Panda update marks the content low in quality and bumps it down to the bottom of the search results. If the content writer tries to get it up on the search engine by stuffing keywords, this update again detects that and marks further decreases in the rankings.
The Penguin algorithm came out in 2012. It aims to recognize the websites that have created backlinks to tamper with the Panda program in their attempt to cheat the Google Algorithms; Google reduces its trust on these websites and blacklists them. It detects when marketers use irrelevant links and over-optimized anchor texts to increase search engine traffic and accordingly lowers the website rankings.
- Impact on content writers: Some content website owners used to publish thin content for the sole purpose of creating backlinks. This update detects these kind of anomalies and pushes the content further down in the search engines. With the Penguin Algorithm, only the backlinks, having relevant content was given priority.
The Hummingbird algorithm came out in 2014. Hummingbird was claimed to be a completely new search engine that partly used Panda and Penguin, but still maintained its originality. It was supposedly created to have better knowledge of the queries and grievances of the Google users.
- Impact on content writers: Hummingbird does not have much impact on the content writers, but it mainly focuses on user queries and makes sure that they are examined well and answered in the best possible way, taking into account the user’s location.
Pigeon came out in 2014. It combines the information of the user’s location with SEO evaluation to come up with search results that are relevant to the user.
- Impact on content writers: It evaluates the search results by analyzing the location of the Google users, so that the search results come out more relevant. From content writing point of view, pages having location specific content (incorporating location specific keywords) were given a priority.
Fred was launched recently in 2017. It detects the websites that do not follow the rules of Google Webs Master’s guidelines and marks them for having bad-quality content. If the pages contain thin-content depicting crowded advertisement links, Fred detects them.
Impact on content writers: If a content writer produces low quality work and fills the page with advertisement links to gain revenue, thin updates, aggressive affiliate setups and aggressive monetization, this update detects it and lowers its status in the search engine, pushing the website at the bottom of the user’s search results. Content writers and bloggers were encouraged to have more proportion of content than ads, on their website.
If you want to pursue a career in web content writing, then it is vital that you understand the Google algorithm content updates in relation to content and search engine optimization. The Google Algorithms are strong enough to make sure that people do not use unnatural means to cheat their way at the top of the search results. Therefore, as a content marketer, you should value both the quality of content and the importance of seo in order to achieve success in the digital world.