Ever since the dawn of the Internet Age, businesses have been courting favor with Google in an attempt to get their messages in front of prospective customers and clients. Landing in one of the top five spots for a Google search has been like the Holy Grail for many a marketing maven.
People have tried to trick Google into recognizing their content. They’ve tried to game the system. They’ve tried all kinds of tricks and tips to get their posting to show up higher on the list than their competition. They’ve relentlessly tried to outsmart Google and their very complicated algorithm.
Ah, but the folks at Google are pretty smart! They know that there are people out there trying to beat the system. They’re not about to let somebody sneak to the top of the list by loading their content with keywords or by using some other trick. And it’s one of the reasons companies that try to beat the system by trickery actually get penalized by Google. Google hates their content. And more importantly, the people they’re trying to reach hate it, too.
What content do the folks at Google (and your potential customers) love? They love content that is fresh. It shows that you’re thinking about your audience and that you have something new to offer. It’s regular and recent. People actually look forward to it and know you’ll post something at regular intervals. It’s helpful. It provides value to the people who read it and helps them. In short, it’s quality content that’s available in sufficient quantity. It’s not just how much you say (or how often you use certain words). It is a combination of the quality or your words and the frequency with which you used them.
Does Google hate your content? Do you consistently fall “below the fold” when someone searches for the products or services you provide? Take a look at your web content: Your offers; your updates; your blogs. Is your content fresh? Is it helpful? Is it well done? Are you doing it frequently enough to provide value to your customers? Don’t try to “beat” Google. You probably can’t. Don’t write for Google. Write for your customers and give them what they want and need. That’s what Google rewards anyway.