In the SEO World, Content is Now King

In the early days of SEO, stuffing backlinks and keywords was often the name of the game. Google algorithms still promoted packing this sort of content with very few spamming penalties, and a Wild West feel often pervaded the industry as the actual quality of content was of only limited importance in search engine optimization.

The world of internet marketing has changed, though, and content has long been back on the rise – in fact, many indicators now show that content has fully replaced backlinks as the highest-value SEO commodity out there, and may have done so some time ago. What makes content king? Let’s take a look.

Backlinks Unreliable?

New understanding of backlinks reveals a relatively straightforward conclusion: Because backlinks are located on outside websites over which you have no individual power, they’re generally unreliable. You never know when they might change or disappear, and you never know when Google might downgrade or blacklist the site referring the backlink. In this latter case, your site would suffer from the downgrade as well, and there’d be nothing you could do about it.

Still a Ranking Factor

This doesn’t mean backlinks are entirely useless – just that your approach to them needs to change. You need to take more care to vet the sources of your backlinks and ensure their legitimacy long term, and use ethical link-building strategies. Use solid risk management strategies and, as we’ll get into momentarily, be sure to pair your well-built backlinks with strong, relevant content.

Why Content is King

Google places an enormous amount of importance on web copy in their ranking algorithms. Everything from proper grammar and spelling to larger structural concerns will be addressed, with a specific eye to Google’s SEO rules and tendencies. Google will heavily penalize duplicate copy or poorly formatted pages, and pays particular attention to topical content, as we’ll discuss in our next section.

What is Good Content?

Different people will give you various sets of answers here, but the only one that really matters is Google’s definition of good content. This is based on a calculation called “Topical Authority Score,” or TAS. TAS calculation heavily favors solutions – content that answers questions and solves potential problems for site visitors.

Your TAS score will go up if Google determines you’re providing these solutions with consistently well-written copy. The more responsive to individual clients you can be, the better. If you’re simply packing unrelated words on a page with some keywords mixed in, though, you won’t find the same success.

The most reliable way to get high-TAS content that’s written with a knowledge of Google’s practices and requirements? Engaging a professional expert in SEO and online marketing. At SEO Werkz, we’re here to provide you with the content solutions your business needs to climb the rankings quickly. Speak with one of our SEO experts today.

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