The Penguin Updates by Google have really helped small business. Now content plays a bigger role than creating content to be found by Google algorithms, which is a good thing when you are the expert creating content.
Why did this happen?
Recently I needed to search for some in depth information about a specific topic. In the past this would have been a relatively easy search. Type the key word, let Google do its work and voila – my results. Only it wasn’t that easy. I searched for twenty five minutes plus only to walk away discouraged with the results of my search. What did I find in my search? I found a multitude of sites trying to sell me something, others with useless information linking to other sites selling things, and worse no organic and meaningful information that would help me with my solution. As a Social Media nerd, I knew what was happening. Content had been drowned in the polluted waters of content created for SEO. There was no physical way for quality content to get a breath among the pages of content referring to other sources – sources developed for financial gain. Thirty pages into the search proved fruitless. Companies had figured out how to cheat the code and raise their products to the top.
Now, Content Prevails.
No more can companies fully cheat the all seeing eye of Google to raise their company to the top. Now content prevails – for the most part. Google has created an SERP (search engine results page) to help people connect the actual content they are looking for and repeatedly connect with the source. Solution to content. But there is another challenge: people still want to engage, but have less time to engage.
So what do we do?
We create content that can be used in the egalitarian space of social media. One very useful medium is a blog. Sound tedious? Do you teeth grind and the mere mention? No worries. A blog gives you a chance to engage your clients and prospective clients. Posts don’t have to be long to engage and build a tie with you followers, but they do need to be consistent and they need to be shared across your platforms. A blog widens the reach of your voice and gives you an opportunity to speak when others have the time to listen. Even better, the content is linked to you and maybe even your social profile. While this may sound like walking the street naked, think of it as pinpointing the expert — you.
Google search is now more friendly to original content, embrace their friendliness and share your content on your social platforms. The results will follow.