Chasing the Algo: The Importance of Quality Content in the Google Algorithm

It’s more than a normal feeling to be obsessed with the pressuring powers of Google’s daunting algorithm updates. Google waves the keys to success and flowing site visits in front of the faces of business owners and SEOs, which, not only have not attained the sacred crack to the algorithm, but have not even scratched the surface of creating real marketable content.

So many sites, stretching across the lengthy bounds of the interweb, are shriveling up – dying, gasping, and collapsing within themselves like dying stars  from the lack of fresh, original content filling their endless pages of monotonous copy.

The Struggle for Relevancy

Pandas and penguins are perhaps some of the more beloved animals in the entire animal kingdom; however, for many business owners, these lovable black and white creatures have caused them nothing but confusion and teary-eyed career contemplation.

pandapenguinIn recent years, Google’s Panda and Penguin algorithm updates have completely rearranged the landscape for receiving organic web traffic. They are designed to weed out the lower-quality sites, and return the user with high-quality sites that are full of rich and unique information. This higher-quality fetch system, however, is devastatingly abrasive to the old, widely-adopted marketing tactics of yesterday – like beefing up keyword density in web pages.

Bloated, bursting-at-the-seams web pages with relevant keywords kept businesses in a comfortable position to profit, while quality-driven sites fell short to the smoke and mirrors – and customers were deprived quality, functionality and useful content. Content that is of no use to consumers will no longer be directed to the top of search results, and will eventually lead those sites to step up their content or disappear altogether.

Google – The Internet’s Gateway

Depending on the day of the week and who you’re asking, it’s conceivable that Google may be in control of more than 80% of the search engine market. Since many of us use Google to attain world-forming knowledge (like if Matthew Broderick was, indeed, in the film LadyHawke or the correct way to spell restaurant) we begin to assume that this is the primary function of Google’s most prized creation.

Test out the level of Google’s reign over the computing masses; go ask friends and coworkers what search engine they normally use. With over 4 in every 5 searches being Google, the odds are overwhelming that everyone you know is a Googler.

It’s very difficult to get an accurate read of the world’s search engine market, but we know it looks something like this:

googlescreenshotBeing nearly the exclusively used search engine of the world, Google has become the world’s gateway to largest library of knowledge humankind has ever known. Essentially, the means that Google is in control of the information that we receive, how receive it, and that information can govern many important decisions in our lives. The power that the algorithm possesses over the internet is far more vast than people perceive it to be.

Resistance is futile.  The creation of sustainable, high-quality content has become an absolute necessity for websites to remain alive. Abandoning your attempts to please Google’s algorithms could result in a devastating halt of traffic to your site, and ultimately the demise of your company.

The Rise of Quality Content

It’s completely within human understanding to be skeptical and unsure of the Google algo; however, that certainly does not dismiss the validity of Google’s actions and desire to promote higher-quality content. Before these more discriminating updates, having tons of pages on Google’s index was a surefire way of driving traffic to a site, which severely limited the amount of valuable content that was being delivered.

quality2.15harveyGoogle’s push is to bring the focus back on quality content that fits into the highly interactive and socially-conscious world that we live in. That does not mean that SEO and content marketing have become irrelevant. Actually, it’s quite the opposite. Through effective optimization and refinement, fulfilling online content can once again be directed to the users and not solely for the search engine rankings.

A focus on quality content is not in any sense a banishing of content marketing; it is the emphasis on original, bright-minded creativity that allows for the essence of content marketing to become evident.

About the author

Harvey Gladden