Website content.  Website content.  Website content.  Gary Illyes from Google summarizes this by saying: “Without content it literally is not possible to rank. If you don’t have words on the page you’re not going to rank for it. Every site will have something different as the top 2 or 3 ranking factors.”

Our recommendations:

  • WORD COUNT:  This is arbitrary but it should have some relevance to your competitors, or at least an average word count from the Homepage of your competitors appearing on Page One of the Google Search Engine Results Page (SERP).
  • HELPFUL CONTENT:  Does your content meet the standards set out in the Google Quality Raters Guidelines?  We know that this is picky, but it’s necessary.
  • E-E-A-T:  Not trying to get cute here, but this is what Google wants to rank.  Your content must contain information about your:
    • Experience
    • Expertise
    • Authoritativeness
    • Trustworthiness
  • KEYWORDS ARE NOT OBSOLETE, BUT….:  Pedro Dias, a former Googler, explained in a direct conversation: “It’s not that original ranking factors like keywords are obsolete, they are the cornerstone on which we build. It’s just as important as always that these fundamentals are applied and done well.”  Pedro went on to say: “Google has introduced machine learning that is applied on top of the foundations so that they can provide results that take into account far more nuanced intents for queries.
  • MORE INFO:  Consult this article in Search Engine Journal by Shelley Walsh, 10/28/23.

Onward and upward!

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