There has been a lot of changes to Google’s algorithms in the past year, and the most recent Penguin update saw that even more changes were made to how Google views a website. In the past, links from other sites – what some called the Google popularity contest, was the important factor. However, Google has now decided that good quality websites, with good quality content is effectively more important than building hundreds of links.

According to a blog that was posted on Search Engine Land on 19^th June, Google has recently updated their ranking article in the Google Webmaster documentation. Previously this site stated that high quality links were extremely beneficial to a website’s ranking, whereas now, it states:

“In general, webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.”

Why the importance on good content and not links? We’ve outlined some of the reasons that we believe below:

Good Relevant Content = Experts in Field
Google’s aim is to make sure that the search results they bring up are relevant to their audience’s search, and they want to make sure that the information on that site is of a decent quality and related to the searchers enquiry.

In effect, they want to make sure that their customers are getting the right results every time and are finding sites that are operated by people who can provide accurate and informative information. They are improving the experience for their customers. Smart business move if you ask us.

Good Content Should Drive Traffic
In essence, if your website is of good quality with good content, then Internet users will want to visit your website, and share your information. So by providing good quality content, visitors to your site will want to share and promote your website for you, and will effectively build links naturally rather than spammy ones that we see many businesses have generated today.

Creating content for your website shouldn’t be too hard if you are passionate about what you do and know what you are talking about. Make sure you have a strategy in hand and know your target market. At the end of the day, you want good quality traffic to your website, not an abundance of traffic that isn’t really interested in what your core offering is.

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