I’ve been reading more and more lately about a new formula for SEO (organic search engine optimization) and how it has changed from before, where it used to be calculated based on the number of external links, the use of social media, keywords embedded in all of your content, and how often you publish. The most recent update implies that only the use of great content (relavant content) really drives organic SEO, and all of the other aspects don’t weight as heavily any more. This is exactly right, but this has always been the case.
For years I’ve been teaching clients the importance of content, the roll it plays in your online marketing efforts, and how it can truly be your most important marketing vehicle. The best way for me to explain SEO, and how it relates to your organic ranking on Google is to think of your website as a knowledge base for the type of content you publish. Google is a business, and they want to ensure that everyone who performs a search is presented with the best possible match.
If you think of your website as a knowledge base, you can start to understand why you might rank better for one specific keyword phrase, based on the amount of content you have provided about that term. The more “relavant” content you have on your website, the frequency of your publishing schedule, and how well your content is shared will determine how well you rank organically.
The most common red flag I encounter, is when someone says: “I don’t have enough to write about.” At first glance you might be right, but if you have ever been asked a question by a customer about your service, you have a blog post to write (answer the question). Look over your past 50 customer service requests, identify if your website answers those inquires, and if they don’t, write about them.