Quality Content

Content will continue to reign supreme in 2019.

But simply pumping out content for the sake of having content won’t cut it.

These days, your readers – and Google – expect your content to be in-depth, insightful, and most of all, serve the needs of your readers.

In Google’s own words, your content needs to meet these basic principles to meet their quality standards:

• Make pages primarily for users, not for search engines.
• Don’t deceive your users.
• Avoid tricks intended to improve search engine rankings.
• Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.
• Some of those are relatively straightforward: avoid any black hat SEO tactics and don’t use any clickbait or misleading titles.
• But in order to meet Google’s quality standards, your content must first and foremost be created for your readers.
• Here’s what your content needs:
• It needs to be in-depth. That means aiming for long-form, 1,500-2,000 word posts that are thorough enough to completely cover a topic.
• It needs to be content that can establish you as a thought leader. That means including your own analysis and takes on relevant subjects, and providing solid recommendations and advice to your readers.
• And it needs to be different. It needs to set you apart from your competitors. That means you need to be aware of what your competition is putting out there, and a find a way to cut through the clutter – either by including more innovative strategies or even easier to digest, quality information.
• Once you’ve found that formula for creating great content, the next step is to scale your content plan.
• And, as always, be prepared to promote that content through paid ads, email automation, and social media.
• Another note on content: though keywords are still important, matching your content to user intent is becoming more important than ever.
• For example, if Google determines that a search query has purchase intent, then the results list will heavily favor e-commerce sites. That’s because the user is looking to buy something.
• On the other hand, if Google determines that the search query is part of a research effort, the results list will favor sites with the best content.
• Think about that as you optimize your site for keywords. Don’t just rely on the keyword itself, but ask what kind of intent the user would have when typing that keyword into a search bar. Then, produce content that matches that intent.

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