Part 1 - CONTENT
Content forms the most important On Page optimization component. In fact it is so important that it should be ranked highest among On-page & Off-page optimization techniques. It is the one word that you will hear the most while doing SEO optimization for your website. Its like the backbone of your entire optimization strategy. What are you communicating to your consumer, Is it fresh, Is it unique, Is it localized, Does it interacts with your user ? These are some of the questions you should be asking while writing content for your website.
Content as a SEO factor is so vast that it can be further broken down into various other factors
Content Quality;
Provide your consumer fresh and relevant content. Dont just create pages to drive more visitors & copy paste content. Write fresh content keeping your end consumer in mind, what they need, what are they looking for ? If you are a local business or restricted to a region keep the content localized. Even if you are a national level player or having multi city presence try to generate as much localised content as possible to cater to local customers.
Content Keywords/Keywords Research;
Do a basic research for what defines your business, How do people find you, do they look for local pharmacy or medical shop in you area. And how you want your business to be defined do you want to be called as local eat out joint or want to be referred with specific dish may be Pizza or sushi.
Use of Keywords in Content;
While writing good quality content, it is important to know what words people use to find you, what words define your line of business or your industry. Use those keywords, not only that try to incorporate its synonyms also in your content. If you are in any specific field of business such as pharmaceutical or financial services it is a better idea to use words that are commonly used by people, so instead of writing, "Possible Causes of leukemia", "Try "What Causes Blood Cancer" or instead or just stating "Unsecured loan" try "Loan without security or guarantor" etc.
Content Freshness;
Now you mush be wondering, what is meant by content freshness & why is it relevant ? To answer the second part first, google recently moved over what it called "CAFFEINE INFRASTRUCTURE" which allows google crawl, index & return results faster. Based on this caffeine infrastructure google than rolled out what is know as "QUERY DESERVED FRESHNESS" or QDF. If there’s a search that is suddenly very popular versus its normal activity, Google will apply QDF to that term and look to see if there’s any fresh content on that topic. If there is, that new or fresh content is given a boost in search results.
The best way to think about this is a term like ‘hurricane’. If there’s no active hurricane, then the search results will likely contain listings to government and reference sites. But if there’s an active hurricane, results will change and may reflect stories, news and information about the active hurricane.
If you’ve got the right content, on the right topic when QDF hits, you may enjoy being in the top results for days or weeks. Just be aware that after that, your page might be shuffled back in search results.
Vertical Searches;
Not familiar with “vertical search” versus “horizontal search?” Let’s take Google as an example. Its regular search engine gathers content from across the web, in hopes of matching many general queries across a broad range of subjects. This is horizontal search, because the focus is across wide range of topics.
Google also runs specialized search engines that focus on images or news or local content. These are called vertical search engines because rather than covering a broad range of interests, they’re focused on one segment, a vertical slice of the overall interest spectrum.
When you search on Google, you’ll get web listings. But you’ll also often get special sections in the results (which Google calls “OneBoxes”) that may show vertical results as deemed relevant.
Direct Answers;
Search engines are increasing trying to show direct answers within their search results. Questions like “why is the sky blue” or “how old is Barack Obama” might give you the answer without needing to click to a web page.
Where do search engines get these answers? Sometimes, they license them, such as with menus or music lyrics. Other times, they draw them directly off web pages, providing a link back in the form of a credit.
There’s some debate over whether having your content being used as a direct answer is a success or not. After all, if someone gets the answer they need, they might not click, and what’s the success in that?
I currently consider sites being used as direct answer sources to be a success as, it’s a sign of trust, which can help a site for other types of queries.
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