Google recently updated its search quality rating guidelines, which has had a profound impact on the way that content is created. Publishing a revised 164-page document[1], the leading search engine is now paying greater attention on what users are searching for and what information they end up reading.
The tech giant has not been afraid to say that it has a focus on enhancing the user experience across the platform, and the changes that have been introduced for content creators reinforce this statement for marketers around the world.
While well-crafted onsite content can help strengthen your brand’s message and highlight your industry expertise, you’ll also need to produce creative offsite content that will help your business secure the best online coverage across a range of publications to increase rankings while amplifying your brand.
On-site content
There are multiple elements that cover on-site content, and when done correctly, effective on-site content can help increase your website’s search rankings. If you’re looking to become the go-to brand/service for your prospective customers, it’s crucial that you appear at the top of the results page.
Ultimately, blog content on your business website is there to support the user’s journey while providing them with the most insightful information that they need during their visit. This could also support them when making a purchase, as they see you as a more trustworthy figure. There are a few techniques you can use to make sure that your on-site blog content performs exceptionally well.
The first step to creating blog content is to understand who is reading it — usually this will be your main demographic who already have an interest in your products or services. Although you’ve positioned yourself as an authoritative