Content should be your first priority when thinking about Search Engines rank. Quality content is how you engage, inform, support, and delight your audiences. Creating authentic, valuable content is also critical for search engine visibility. Indeed, that’s why the Periodic Table Of SEO Factors begins with the content “elements,” with the very first element being about content quality.

How To Rank Your Content on Search Engines?

Rank Your Content on Search Engines

Whether it’s blog articles, product pages, an about page, testimonials, videos or anything else you create for your audience, getting your content right means you’ve got a foundation to support all of your other SEO efforts.

Search Engine Ranking

When someone performs a search, search engines scour their index for highly relevant content and then orders that content in the hopes of solving the searcher’s query. This ordering of search results by relevance is known as ranking. In general, you can assume that the higher a website is ranked, the more relevant the search engine believes that the site is to the query.

It’s possible to block search engine crawlers from part or all of your site or instruct search engines to avoid storing certain pages in their index. While there can be reasons for doing this, if you want your content found by searchers, you have to first make sure it’s accessible to crawlers and is indexable. Otherwise, it’s as good as invisible.

By the end of this chapter, you’ll have the context you need to work with the search engine, rather than against it!

Robots.txt

Robots.txt files are located in the root directory of websites (ex. yourdomain.com/robots.txt) and suggest which parts of your site search engines should and shouldn’t crawl, as well as the speed at which they crawl your site, via specific robots.txt directives.

Link Building

As one of the top-ranking factors for Google, links are critical to improving your search engine ranking.

When it comes to better search engine rankings, you want to attract links from reputable and trustworthy sites, versus sites with a bad reputation. Earning links from top websites requires some outreach.

You need to connect with webmasters, publishers, bloggers, and more to get your content some press.

Outreach requires time and dedication. Getting your content recognized, however, can have a tremendous impact on your company’s exposure and search engine rankings. It can also help people in your audience discover your business.

What Characterizes High-quality Content

With every update, Google tries to get closer to understanding language like the human brain. The Panda update (2011) addressed thin content and keyword stuffing. People could no longer rank high with low-quality pages filled with keywords. Since this update, Google is trying to understand language at the semantic and pragmatic levels. They want to know what people deem high-quality content; content that genuinely offers information about the search term they used.

Meaning of Phrases

A few years later, with the Hummingbird update (2013), Google took a deeper dive into semantics. This update focused on identifying relations between search queries. So, Google pays more attention to each word in a search query. Ensuring that the whole search phrase is into account, rather than just particular words. They wanted to be capable of understanding what you mean when you type in a search query. As a result, it’s important to rank your content.

Google took that even further. Since they rolled out the RankBrain algorithm in 2015, they can interpret neologisms. Words that have not into mainstream language, like “corona-cation”. Colloquialisms (casual communication, like “ain’t” and “gonna”), and they can process dialogues.



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