What Google’s New Webmaster Guidelines Mean for Content Marketers

content marketing Over the last few years thru all of the search engine updates known collectively as the “Google Zoo” (Pandas, Penguins and so on) most webmasters knew it was only a matter of time before Google would start enforcing the things they were preaching about content.

That day is here.

In the recent revision of the Google Webmaster Guidelines they have made it very clear that they are on a mission to eradicate duplicate, thin, and otherwise poor content from their search results.

So how does this impact small business?

In its basic form, this means quality should win out over quantity, at least in regards to content and links. Google is aware that with so many millions of web pages out there, it’s too much to expect us not to promote our pages, but concurrently we should be adding to the discussion with fresh and new content, not merely a rehashing or exact duplication of what’s already there.

So, for the small businessperson working to make headway in the search rankings, this means that we should stop trying to game the search results, and embrace natural and meaningful link building and social interaction.

Best practices and things to avoid

Create awesome content – Craft content that people are excited to both read and share. Lend your distinct voice to the conversation and don’t be scared to ruffle feathers!

Make it shareable – Since Google is now making social signals an element of the search algorithm it’s very crucial to make sure that people have the option and desire to share your content. It will make a difference in your rankings.

Don’t use content automation – Google is getting better and better at finding and exiling automated content. Since most of the time this kind of spun or rehashed text is instantly recognizable as such, just decide to avoid it entirely.

Make your links diverse – Don’t use the identical keyword text in all of your links. It’s not natural and won’t help you rank for that keyword. Use your keywords, naked URLs, some “click here’s” and other common terms.

Don’t employ linking schemes – In the past you could get away with this, and there are many who would tell that this is still so, even so the cost of being identified is high. Do you really want to build your business on that?

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