Stop Dreading Google Make Your Content Win In 2020
By:∣ Updated: October 26, 2020
Ranking on top of Google searches is one of the most talked about topics in digital marketing and rightly so as it generates the best and the most authentic traffic for your content.
But, no matter how much effort one puts, it always seems to be difficult to rank for the targeted search queries on Search Engines.
The reason is simple, in the quest to serve the most likeable content to its audiences, Google is continuously evolving and trying to stay ahead of geeks trying to abuse their system and smartly serving the audience with content, which is below par.
But that does not mean one needs to be scared of Google as ultimately it's a tool to connect the users to the most genuine content that’s available in its index, that can serve the query.
So here in this article below I am just going to break the myth which keeps the content generators worried and working to market their content to find relevant audiences.
Don’t Fret Google: It Works For You!
Whatever content one generates, Google want to market it to the right audience, and it identifies your target audience with the help of KW placement in your metas, Heading Tags and the content and at the same time it wants to make sure the content is being serving its purpose by tracking, if the content is generating the required engagement from the audience that was served with it in the form of search Impressions.
The more engagement your content generates, the more confident it gets to further increase your content’s reach to the similar audiences and also test it with broader target audiences.
The Engagement Metrics usually consist of (but not confined to):
2. Bounce Rate
3. Page Sessions
4. Page Depth Scrolling
5. Page Clicks
So once you have published the content you need to be working on the above mentioned engagement metrics to extort more confidence from Google and let it serve your content to larger audiences.
Search console Google Analytics and my personal favourite Yandex metrica are few of the tools that you would require to keep track of all these elements.
Putting Value In Your Content
The content that satisfies a KW query is, by default set to get viral and continuously generate relevant traffic based on Average Monthly Search Volume for a given KW. But, of course, most of the businesses tend to hire Agencies to do Marketing for them.
Creating high quality content is often a challenge for them. Here’s a small process that I personally use for my clients to generate content that can induce engagement and satisfy user intent, helps them spend time on the content and prompt them to take desired actions.
Your content team needs to understand the users intent perfectly to derive the problems that the user might intent to address.
I personally try to identify at least two to three problematic angles to the problem of the query and then amplify those issues in the introduction itself so that the user gets a feel of what he or she is going to read in the succeeding article.
Something that actually induces interest and helps the user stay on your content for a little longer which is one of the elements of Google’s engagement matrix.
Optimal Length Of Content:
I’ve heard so many people stress upon writing long articles, I have a different take on this, the content should be enough to address the issue in question and should not be made unnecessarily lengthy for it reduces user interest and he might leave your website which is a discouraging sign from engagement perspective.
You need to make sure that you cover the topic into totality but also try to make it as precise as possible so that the user can read it through in the quickest possible manner.
You should always try to break the whole content in smaller sections with sub headings to make it look more attractive and also offer to accommodate any KW that you may be looking to include in your content.
How To Improve Your Content
Once the content is published. We need to give ample time for Google to index or content. It usually takes up to 15 days time (it might take longer as well in certain cases).
As soon as the content gets indexed. The search engines start looking for the relevant audience for your content and generates Impressions for random queries around your content.
Point to note here is the Search Engine might not yet be ready to offer you audience for your targeted keyword but longer versions or other related queries for it takes time to trust your content by tracking what sort of interest and engagement it can generate for random audience around your topic and slowly qualifies it for more targeted audience.
So the idea here is to track and improve upon the CTR by optimizing the Metas based on your findings of KW impressions in search console. The Higher CTR simply means more traffic on your site and more trust you site earns compared to competition with lower CTR.
Here’s a quick video for the process in detail.
Plugging The Gaps
Yandex metrica is a wonderful tool to keep track of all that is happening on your web pages and help understand as to what are the gaps that are keeping the users from staying on the content and take actions. The mainstay of my readings remains Page Sessions, heat maps and session recordings to understand areas which need improvement.
Here’s a quick video of me trying to find out leakages in a content and suggesting alternatives to increase the page session and induce action taking.
The above process has been repeatedly used by my team to continuously grow traffic and market our content and make them compete with the top rankers successfully till just White recently and can be good guiding steps for people looking to improvise their SERP standing in complete white hat way.
This is the most genuine way of promoting your content, there’s not even a remote chance of your content getting hit by a penalty ever.
Link Building is another important aspect of the SEO and is quite hot at the moment with Google announcing it no more consider backlinks as a benchmark to rank your site which have in a way sent the whole SEO world in tizzy as to how to build, promote and rank content in absence of backlinks.
I’ve different take on this, you can consider downloading my EBook on Structured Approach To Link Building that will help you understand backlinks, their types, nature, use and the timing (that is crucial) to build them. Not to mention, the strategy is completely White Hat and does not run the risk of attracting penalty anyways.