Part 3: The Ultimate Guide to Rental Marketing – Writing Content for Google
This article is the third in a three-part series. For part 1, check out the October-November 2020 issue of Rental . For part 2, check out the January/February 2021 issue of Rental . How to Create Content that Ranks on Google
There are over 4 million blogs posted every single day. So, how do you write content that Google considers worthy of a top spot? 1. Content Quality: Become the Expert
Google’s 2020 updates have put an emphasis on E.A.T. (Expertise, Authoritativeness, and Trustworthiness). E.A.T. is what Google looks at as its measure of quality. Content quality includes both the material of the content and the experience that readers have with the content. Here is a breakdown of the primary factors that go into Google’s assessment of your content quality and experience. Content Depth
The depth of your content is determined by a few things. First, it’s been found that longer posts have a higher probability of ranking in the top three than shorter posts, and that the sweet spot for a long-form article is around 2,000 words. A long post does not mean it’s higher quality though. Google looks at how comprehensive the piece of content is. So, the more you cover about a single topic in your post, the higher likelihood you have of ranking for that keyword. Backlinko Content Uniqueness
Content has to be unique in order for it to rank. Google has become very good at detecting duplicate content. You may be surprised by their definition of duplicate content : Copied content: Any completely copy and pasted content will be de-indexed.
URL variations: URL variations of a single URL is considered duplicate, which you see often times with product pages i.e. equipment.com/scissor-lifts is a duplicate of equipment.com/scissor-lifts?gs1930 if the content is largely the same.
Multiple versions: If you have two versions of your site for www.equipmentcompany.com and equipmentcompany.com, you have essentially duplicated your whole website.
Boilerplate text: Any boilerplate text that you have copied on several pages is considered duplicate.
Thin content: Thin content, or pages with very little content, is often considered duplicate content.
Careful with syndicated content: Be careful syndicating your content on other sites. As long as your content is originally posted on your own web property and the syndicated content has a link back to your original article, you will be considered the original author.
Duplicate meta content: Meta titles and descriptions are the text that sits in the HTML behind the page to steer Google in the right direction as to what your page is about. Duplicate meta titles and descriptions will trigger a duplicate content warning, and you will risk a hit to your ranking.
Content Freshness
Google has had several patents for quantifying a content freshness score, which is a leading indicator of their efforts towards measuring content freshness. The fresher the content, generally the higher the ranking. Freshness is based on: Creation date: The date that the content was published. Changes: The number of […]
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