The web is made up of approximately 60 trillion individual pages, and it is always growing!
Google crawls the Internet, sorting pages based on their content, links and much more. Google then keeps all this information in an index (which is referred to when people type in a search).
At GOOP, when we develop a website we always submit it to Google to be indexed and then run rank reports to make sure you are found by your clients on Google. We employ methods to boost your ranking such as blogging on your website with keywords and phrases so that Google indexes this content and pushes you higher up the list (and effectively closer to potential clients).
While the web is constantly growing, the rules are constantly changing. Google makes changes based on how people are searching and these changes are called algorithms.
Algorithms read and try to decipher what it is you want from your search, and use formulas to find the best answer for you. Algorithms are developed by Google’s engineers to keep up with search trends.
For example, people used to search using simple keywords and locations, i.e. ‘Geelong plumber’. There has been a shift to more conversational searches – whereby people actually type in a full specific question, i.e. ‘What is the best Italian restaurant in Melbourne?’
In 2013 there were four main Google algorithm updates: Panda, Penguin 2.0, Penguin 2.1 and Hummingbird.
So, how to prepare for Google’s 2014 algorithm updates?
Search Engine Watch reports: ‘Content Marketing is Bigger than Ever’.
If one of the main ways Google indexes your website is based on the content on your pages (as well as other things), then it makes sense that your marketing content also has an impact on how Google does – or doesn’t – favour your business.
Google will be favouring businesses executing vigorous content marketing strategies throughout 2014. If you have already been actively and effectively doing this, you will need to look at optimising your content for mobile and tablet devices to further grow your reach.
Your content marketing strategy for 2014 should determine:
- What your customers want to know/hear/learn about. This is essential in deciding what content you will actually push out. Remember – the focus is on quality content that encourages engagement and shapes your business as a figure of knowledge and authority in your field. Find out what your customers want to learn from you!
- What topics you will cover and when. Maybe you are selling a product that will be popular around Mother’s Day – in which case you could focus on promoting this product with quality content during this month.
- How you will package your content. Will you be sending out regular newsletters, blogging on your website or a mixture? Creating fresh content regularly is a must – deciding how you send it out is the next step.
At GOOP, we are in the midst of planning our 2014 content marketing strategy. We are focusing on producing content that is useful for our clients based on what they want to learn from us.
This is a win-win strategy because your clients will love content that helps them specifically which means they will be more likely to engage with or share your material – which benefits your business (remembering that Google also indexes your web pages based on links).
What stage is your business at with your marketing strategy for the New Year? How will people search in 2014, and will your business have quality content ready for them to find?
Statistical information from: Google Inside Search, ‘How the Search Works’.
Content marketing information from: Search Engine Watch, ‘Content Marketing is Bigger than Ever’.
This one minute clip from Michael Porter will really get you thinking about the difference between goals and a strategy: