As many of you know, I preach constantly about adding good quality content on a regular basis to your site. Many however write quick copy using basic facts indirectly or loosely related to the subject of the keyword phrase focused page itself.
Unfortunately the game is changing and Google’s own Matt Cutts revealed recently that Google’s ranking criteria is now evaluating the quality of page content. Here are a few ways using poor quality content can negatively affect your website business:<!–more–>
<strong>1) Google is not fooled by low quality content.</strong>
Until recently, one of the main reasons why low quality content was used is the fact that the Googlebot does a great job of determining the subject of a page by the title tags and meta content and keyword phrase density, but is deaf, dumb and blind when it comes to the quality of the content.
In other words, Google can tell what a page is all about by keyword counting, but it can’t automatically determine whether the page is useful to its readers. For that, it depends on looking at the links pointing to the website. Numerous links to a site from authoritative sources give Google a good insight into the quality of that site.
This has always been a weakness, and many marketers have been quick to take advantage. First they create a body of high quality content which attracts plenty of inbound links. Then they add boat loads of lower-quality content. Google knows the site is a good one, and by default assumes that all the new content added to the site is also good.
What’s the problem then? The problem is that Google knows the games marketers play. And their latest update, <strong>the Mayday update</strong>, directly addresses the issue of bulk, low-quality, long tail content pages.
In the words of Googler Matt Cutts, ”<em>This is an algorithmic change in Google, looking for higher quality sites to surface for long tail queries. It went through vigorous testing and isn’t going to be rolled back.”</em>
In other words, it seems that Google is no longer going to be relying just on inbound links as a way to judge the quality of page content.
So if you have hundreds of cookie-cutter content pages, optimized for long tail keywords, don’t be surprised if they start dropping from page one to page twenty of the Google search results.
<strong>2) Low quality content doesn’t get shared.</strong>
Unless you have been living in a cave for the last couple of years, you know that content can get massive distribution through social media sites like <a href=”http://www.twitter.com/”>Twitter</a>, <a href=”http://www.facebook.com/”>Facebook</a>, <a href=”http://www.digg.com/”>Digg</a>, <a href=”http://www.reddit.com/”>Reddit</a>, <a href=”http://www.sphinn.com/”>Sphinn</a>, <a href=”http://www.stumbleupon.com/”>StumbleUpon</a> and others.
But if you want to have your content distributed far and wide through these sites and services, you had better create content worth sharing.
One thing you can be sure of is that those low quality content pages you had written for a buck a page are not going to get on page one of Digg, nor are they going to be retweeted on Twitter.
Social media may seem confusing to some, but here’s one thing you need to understand: Every person using social media is an editor. They will read your content and then decide whether or not it is worth sharing.
This means you have to pay attention to the quality and value of your content. To get shared, content has to be engaging, entertaining, interesting or useful.
<strong>3) Low quality content damages your brand.</strong>
A good online business is now about people’s ongoing experience of your information and your website.
Great content adds value to that experience and builds your brand.
Low quality content disappoints your readers and undermines your brand.
Put another way, why create hundreds of pages of long tail content, attract thousands of visitors to your site, and then leave them feeling disappointed? That’s just a fast way to shoot yourself in the foot.
The answer lies in an ongoing investment in quality content.
There is no ‘easy-button’ when it comes to creating a quality website. I have shown many of you how to use content generators to create content for your site. If you leave it as is and do not modify it to make it unique and 100% your own, you will ultimately do yourself and your online reputation a great deal of harm.
Focus on creating quality content that attracts links, is ripe for sharing, and makes you look good is whithout a doubt the only way to reach your goals of high organic rankings these days.
Written by Mark Stoffels