Profound content: when it is needed, and when not
In the last year and a half, Google is paying less attention to metrics, links, and key words. Comprehensive nature of content is beginning to play center stage.
More does not always mean better
While ranking, Google takes into account many factors, but prime priority is given to three of them:
- Engagement and satisfaction of users. The website should have good behavior characteristics, people should not return to other search engine results after visiting it.
- Diversity and singularity of the content.
- Comprehensiveness of the content.
These criteria are important when the query implies getting some detailed data or product comparison. For instance, “best smartphones”.
Comprehensive content is more highly evaluated, when a complicated and multifaceted answer is expected – for example, to the query about gender prejudices in the recruitment process.
But a quick and short answer will suit better to such query as “gender prejudice definition”. Common ranking criteria should be used here. Comprehensive content will be also needless when a navigational answer is expected.
To produce comprehensive content:
- Analyze the search queries on the subject. You will possibly need to introduce segmentation for different customer groups.
- Gather unique data on the topics not highlighted by rivals. Attract authoritative specialists, use research information, your own metrics, etc.
- Offer original formats: detailed guidance, interactive content, etc.
