Todd Martin

Todd Martin

Sales Strategy

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High-Quality Content Can Make You More Visible in Google

February 21, 2014

From Panda and Penguin to Hummingbird, Google is constantly changing and fine-tuning its ranking algorithms. How can you take advantage of them?

When it comes to SEO implementation for your website, blogs and social media marketing efforts, paying attention to Google is crucial in helping your prospects and customers find you.

So what are they up to right now? The same thing they’ve always been: providing useful results for Google users who are searching for relevant content. Contrary to popular belief, Google isn’t interested in your SEO implementation. It’s interested in Google’s users and their searches. That should be your interest, too.

Todd Martin 021914 image 1Google users are asking questions. Does your content give them answers?

Relevance is Critical

Google’s focus on providing relevant search results has borne fruit. These days, Google search engine users are getting the answers they want, and they’ve learned that asking questions on Google or in their browser’s address field gets better results. So, instead of typing in something like “Furnace Kansas City,” they’re asking “Who Sells Carrier and Lennox Furnaces in Kansas City?” They’re doing that because long-form searches give them better, more relevant results.

As Google has changed its algorithms with Panda, Penguin, and now Hummingbird, relevance and quality of website and social media content has become more important than ever. Google users are now writing their searches more carefully as a result.

Here are four ways you can leverage that new search behavior to take advantage of these changes in user behavior and Google’s ranking algorithms:

  • Keep Content Quality High – Content quality should remain your highest priority. Google just gets better and better at measuring quality, and the new long form searches users are typing means that information-rich content will result in better rankings for question-based searches. The same high-quality content that helps you retain and convert visitors tells Google’s ranking algorithms that your content is highly relevant to the searcher’s question.
  • Don’t Skimp on Content Length – One measure of quality Google’s algorithms use is content length. A full explanation of a point that matches the search will rank higher than a cursory one. In addition, extended content provides more chances to match the keywords in a long-form search phrase. Google considers longer content to be more relevant to searchers.
  • Anticipate and Answer Questions – Instead of focusing primarily on keywords based on research, Todd Martin 021914 image 2start thinking about the questions your potential customers and clients will ask. Then make sure your content contains the answers to those questions, and includes the keywords and phrases in the questions. You can ask the question as a heading in your content and then answer it, or just answer the question and Google will find your answer.
  • Give Complete Answers to Questions – The key to making your SEO work with Google’s new focus is to provide adequate information that is relevant to the questions Google users are asking. That’s always been the key, really. Keywords and phrases naturally occur in content that provides information. Keep improving the quality of your website and social media content and give your visitors the solid information they’re seeking. Google will reward you with better rankings, and visitors will reward you by becoming leads and customers.

Todd Martin 021914 image 3Google Has the Same Goals You Should Have

SEO isn’t a magical formula you can apply to your website, blog, and social media content. If your content informs, educates, and helps your visitors get good answers to their questions, Google will recognize that and reward you with better rankings.

Google is constantly getting better at recognizing quality. Feed high quality SEO content to Google and to your visitors and you’ll reap the benefits.

Stock images courtesy of


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