Why Google Loves Original Content


Believe it or not, Google’s goals are the same as yours. Yes, the same as yours! They are not, as you might suspect, trying to ruin your SEO plans. Google’s primary objective is to deliver the best and most relevant search results and in so doing, improve the service for their users. Okay yes, now that they’re a listed company, providing a return for their investors is probably their true primary goal. But achieving their financial targets is also tied up with being the best at delivering relevance. When someone visits a Google site and performs any kind of search, Google aims to understand what the person is looking for and then deliver the best answer it can find in the least number of clicks.

Google’s initial rise to fame was built on the back of this idea and in many ways, these fundamentals have remained the same. Google just keeps refining and improving their search technology. None of this information about Google is likely to be a revelation to you, but if you’ve ever struggled with SEO or lost significant rankings after a Google update, it’s probably because you forgot what Google is trying to do. When Google updates its algorithm, it’s not doing it to make life hard for you, it’s doing it to improve the experience of its visitors. Never forget, Google doesn’t exist to serve businesses. Google exists to serve its users. It’s a subtle difference but an important one nonetheless. Let’s consider a really obvious example. Once upon a time, Google’s algorithm heavily weighted the importance of backlinks. It was possible to generate lots and lots of incoming links to your site containing specific keywords and Google would then rank your website well for those keywords.

If your website was about repairing boats and you created loads of incoming links that used the text “repairing boats”, your Google rankings improved for those search terms. Then people identified the loophole and started to abuse this system. They spent huge amounts of time (and money) generating as many links as possible containing the keywords they wanted to rank for. It became possible for even poor quality sites, with little or no relevant content, to rank quite well using almost nothing but this strategy. If this had been left unchecked, eventually the quality of Google’s search results would have been compromised and its ability to deliver relevant results would have been harmed. So, Google updated its algorithm and if a site received an unusually high proportion of links containing the same keyword, this was deemed “unnatural”. As a result, the benefit of many such links was discounted and in some cases, Google even penalized sites. Suddenly, generating scores of incoming links containing specific keywords was no longer enough to gain solid search engine rankings. The businesses that relied on this system for generating traffic had to scramble to update their backlink profile and create more links, with a greater variety of keywords. But here’s the interesting thing…

The websites that had lots of incoming links that were generated naturally by, for example, people linking to the website because they liked it, did not lose ground. In fact, in most cases, they moved up the rankings. The incoming links had a natural variety of the keywords in the links and so were largely unaffected by Google’s update. Think about what that means for a moment. Websites where the owners spent massive amounts of time creating artificial links moved down in the search engine results. Websites that were popular because they had great content, moved up in the search engine results. To check content and improve SEO in their own websites people can use techno-lodge.com. Can you see how that fits into Google’s prime directive? Google wants its search engine results to be full of sites that are popular for having great content – not businesses that have figured out how to game the system. So the businesses that lost their rankings had two choices. They could either look for a new loophole to exploit and hope that Google wouldn’t notice, or they could take a step back and figure out what Google is trying to accomplish… and then align their goals with Google’s. Basing a business model on a Google loophole is like building a house on the beach. It’s only a matter of time before the tide comes in and washes it away. Focus on offering your customers and prospects a high-quality experience and then suddenly life becomes a lot easier. Best of all, as Google’s algorithm is refined, obtaining and retaining strong search engine rankings becomes easier, rather than progressively harder. I don’t know about you, but taking on Google and its army of world-class genius minds sounds like a suicide mission to me. If you can’t beat them, join them.

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