Google is pushing us all to ensure we create great content for our sites — or suffer.
Here at Exposure Ninja, we keep a laser-like eye on what’s going on at Google. The globally-dominant search engine, commanding more than a 90% share of the market, is critically important for companies of all sizes. One slight change to its core algorithm can spell total disaster for some and soaring success for others.
This graph below, showing Google in blue, along with the rest of the search engines — Yahoo!, Bing and China’s Baidu — contains the latest worldwide desktop market share for search. It shows in an instant the power and influence of Google over the last eight and a half years, demonstrating how the searching public love Google, and businesses do too.
Google regularly tweaks its core and other algorithms — software that automatically runs the more than 3.5 billion search queries from users every day and which is increasingly being based on machine-learning and artificial intelligence — to try and make the online world a better place. Remember, it wasn’t so long ago that the web was cluttered with keyword-stuffed websites that were anything but readable and aimed at gaming the search system.
The online overlords soon put a stop to such unfair and underhand practices by updating algorithms to penalise such sites so that they wouldn’t rank. Visitor numbers plummeted as a result and it was up to those sites to clean up their act or die a quick digital death.
Big Google Change
Earlier this year, in March, the American search giant announced that it had conducted a “broad core algorithm update” and, immediately, many sites started seeing the impact, with positive and negative traffic levels as a result. Google said at the time:
The key here is “great content” and, quite simply, companies that are not investing in it and not regularly uploading quality content to their sites are losing out. With so much at stake in the digital era, where the fortunes of companies can quickly rise or fall on a whim, it makes absolute business sense to have a workable content-creation strategy.
Getting Knowledgeable about Content
We often advise our clients that they should consider creating a Knowledge Base for their websites. This is a section that our professional writers create and contains a number of articles relevant to a particular client’s business — explaining in detail what their products or services are or general information about their market, policies and anything else that may be of value to readers. Companies love this kind of investment in content, as do readers and Google.
A quality Knowledge Base on a website will, equally importantly, also set a company apart as an expert in their field — an authoritative voice that can be trusted to inform and guide. Not everything has to be about the hard sell, after all, and providing information and building trust with your visitors is all part of the customer journey.
Our expert content marketing Ninjas are able to carefully craft Knowledge Bases for our clients so they result in a collection of informative and authoritative articles readers can rely on. Exposure Ninja’s content marketing expertise is evidenced by the successes outlined in these case studies — and it complements our other market-leading services: SEO, PPC Management, Website Building, Facebook Ad Management and Influencer Marketing.
All of this is essential for companies, especially now that content marketing has become critical to their online success. Providing content that reaches out and engages with audiences is the way forward. It’s not easy, but with a great digital marketing agency by your side doing the digital legwork for you, it becomes a cyber-breeze.
If you want high-quality content for your business’s website so that you can climb up the search rankings and become more popular, and profitable, as a result, talk to the experts today at Exposure Ninja. We’ll create an individual content strategy just for you, one that will get people talking about your business like never before. Get in touch now for your free website and marketing review!