Content Marketers, listen up!
In the latest Webmaster video, Matt Cutts answers the question: How can content be ranked if there aren’t many links to it?
In our previous posts about Content Marketing we have asked the very same question. What’s the point in creating great quality content which takes a lot of time and resource, posting it on your site and then *hoping* people will come to find it?
Our solution: Content Promotion. Without good content promotion, people (and robots alike!) are simply not going to stumble upon your content, and keep coming back to it.
Promotion can be done in many ways;
– Outreach (good quality links)
– Paid media such as PPC, Social paid
The list goes on. But in this video, Cutts is trying to tell us that if there are few or no links to the content, Google will purely judge content based on the text on the page. And it all comes down to keywords. He refers to a scale of keywords on a page – the first, second, perhaps even third time that keyword is mentioned Google is interested and classes the article as relevant to that topic.
But then things get a little “fuzzy”. For instance, Cutts says “So we do have, you know, other ways… we could say, well does it sit on a domain that seems to be somewhat reputable. There are different ways that you could try to assess the quality of content.”
But he fails to elaborate on that any further…
In conclusion, Cutts advises us to produce content which is completely unique – he even uses the words “rare phrase” – in order to rank. That’s all well and good, unless like most businesses, you operate in a competitive market where ranking for “rare” phrases simply isn’t going to get you the new business you need to survive. In which case, you’re back to producing content which will gain you lots of links so that people (and robots!) can consume it…
Well, thanks for that Matt. I think we’re all much clearer now…