Be optimistic that the changes will favor you. Organizations who practice solid internal content marketing creation will benefit.
Google’s goal is to “help people find the best information on the web”. If your content marketing goal is to serve the best information to your buyers, then your goals align. Those who focus on tricks and gaming the system will lose. The small agencies that promise quick search results are the modern day snake oil salesmen. Tricks will result in short terms gains but will suffer long term consequences.
Your content marketing must focus on producing great content. Great quality content written for your potential customers will help your buyers to engage. The key to success is the development of a buyer persona-based content marketing strategy.
Do I need to Monitor every Google algorithm change?
No – don’t fall victim to chasing the algorithm and obsessing over it. Google can make up to 600 algorithm changes a year. Monitoring every update is a waste of time. Instead focus on the major updates (i.e. Panda, Penguin). SEOMoz has a great resource to track this here. Marketing leaders should provide this link to your team to monitor major algorithmic changes.
Give your team this spreadsheet tool to chart your Google organic traffic against the algorithm updates. This will help you find visual clues to understand if you were affected by Google algorithm updates. You can further customize it to chart against keywords or keyword groups.
More about the Google Algorithm
To give you and your team an insight into what goes on inside Google’s algorithm, watch this video below. This is an 8 minute clip of Google’s “Quality Launch Review” meeting. You can see the precision that goes in to improving the algorithm. Ultimately they want to serve high quality content to their searchers.
Furthermore, to visually see how Google’s algorithm works, check out Google’s latest interactive Infographic here. This is a graphical explanation of Google Search’s inner workings in layman’s terms. It also details Google’s major algorithms and a 43 page document that explains how Google evaluates its results. Share this with your team to get a clear picture of how Google search works.
My favorite part of the interactive infographic is the “live spam screenshots”. It will give you a good feel for what Google considers poor quality websites. It will definitely show you how not to create websites. For instance, here’s what I saw in common with the sites:
- Lots of clutter and gibberish content
- Overbearing content with keyword stuffing
- Unappealing thin content
The piece from the Infographic site that really has marketers talking is the 43 page Search Quality Rating Guidelines. This is a Cliff’s Notes version of the document used by Google’s human raters. Basically what you need to know is high-quality content is anything that is “very satisfying, useful, or helpful for its purpose.” If you are doing this and it shows, you are in Google’s human raters good graces.
By embracing quality Content Marketing you are aligned to succeed with Google searches. Invest your time in Content Marketing. Avoid get rich quick SEO schemes like the plague.
Quality content is King. If you focus on satisfying your buyers with great quality content based on buyer research, you will drive new customers. This content will get shared, linked and become the authority in the niche. If you have a hard time creating quality content, consider creating an internal content marketing team. The most successful content marketers are producing a high volume of top shelf content fast and effectively this way.