Enhancing Website Traffic: Google’s Advice on Audience and Content Quality
Google’s recent algorithm updates offer higher search rankings to websites with the highest quality content. Websites struggling to get higher rankings can take ideas from Google’s Search Liaison, Danny Sullivan’s, valuable advice to improve their SEO elements enhancing their online ranking.
Sullivan has asked website owners to focus on three important ways of getting organic traffic from Google Search.
- Create high-quality content consistently.
- Promote your website’s content across different channels.
- Use email and social media to enhance customer engagement.
This is what we have been doing all the while. However, we need more creative ways to perform well in this ever-changing SEO landscape.
Create Relevant Content
Sullivan said, “As I’ve said before, I think everyone should focus on doing whatever they think is best for their readers. I know it can be confusing when people get lots of advice from different places, and then they also hear about all these things Google is supposedly doing, or not doing, and really they just want to focus on content. If you’re lost, again, focus on that. That is your touchstone.”
Sullivan gave reference to Mike King, CEO of iPullRank, who had advised SEOs, as mentioned on the iPullRank website, “Make Great Content and Promote it Well – I’m joking, but I’m also serious. Google has continued to give that advice, and we balk at it as not actionable. For some SEOs, it’s just beyond their control. After reviewing these features that give Google its advantages, it is quite obvious that making better content and promoting it to audiences that it resonates with will yield the best impact on those measures. Measures of link and content features will certainly get you quite far, but if you really want to win in Google long term, you’re going to have to make things that continue to deserve to rank.”
An upcoming Google Core update will offer some relief to websites that were affected by the recent Google algorithm update. However, Sullivan acknowledged that the issues faced by websites could be due to some issue with Google. Content creation agencies generate creative content that offers original information that resonates with their target audience.
Get More Traffic Sources
A website will have to diversify its source of traffic instead of only depending on a single source like Google search.
Sullivan said, “Great sites with content that people like receive traffic in many ways. People go to them directly. They come via email referrals. They arrive via links from other sites. They get social media mentions. This doesn’t mean you should get a bunch of social mentions, or a bunch of email mentions because these will somehow magically rank you better in Google (they don’t, from how I know things). It just means you’re likely building a normal site in the sense that it’s not just intended for Google but instead for people. And that’s what our ranking systems are trying to reward, good content made for people.”
Build Your Website Audience
Before working with Google and Search Engine Land, Danny Sullivan ran two websites initially with no audiences and later became profitable.
He explained, “Search is a great introduction, in a way, to what can become a long term relationship with readers and customers. My primary goal was always to have them connect with those after arriving: email, feeds, social.
Later, Sullivan said, “Developing multiple ways to reach an audience is a good thing. It’s not difficult or expensive to have email lists or social accounts. It’s a long-standing marketing practice.”
According to Sullivan, “How would a new site ever be seen? The reality is we use a variety of different ranking signals, including, but not solely, ‘aggregated and anonymized interaction data’…” Internet advertising services offer different ways of reaching your target audience through various channels.
To Summarize
Google Search Liaison Danny Sullivan has advised SEO marketers to focus on generating creative and audience-relevant content and diversifying traffic sources for their websites to attract more traffic. Content marketing agencies in India can help businesses understand the new updates and develop their website content as per Google’s guidelines.
