Just because you create so-called quality content, it doesn’t mean Google will give you credit. No, certain types of content fair better than others regardless of “quality”. If you also choose to write about yourself all the time, you will not be able to stand out. Here we examine which types of content you should be using to impress Google especially after the big Hummingbird update.
FAQ’s, How-to’s, and Instructional Content
Right now, Google’s algorithm is focusing on conversational questions typed by users. This is why having how-to articles will be a great strategy. The key here is to be conversational and to be instructional in your phrasing. This kind of content naturally leans towards Hummingbird’s user query focus. Just don’t over-bloat it by using industry jargon for every sentence. Frequently asked questions work in a similar way of course. However make sure that your FAQ is an evergreen content with a general, widely searched topic. It is also best practice for you to have the answers pop up in a separate page. These internal links with great anchor texts will make your site look better for SEO. In any case, keep in mind to focus on semantic matches for the usual queries whenever writing your content.
As the term suggests this is the type of content that does not expire in terms of audience interest. It is a good way to get on Google’s good side. While news posts and other seasonal posts that do not provide long term value for your audience is necessary, Google will favour your content strategy if you go for evergreen. The best part about it is that it keeps on generating links and traffic for you throughout the year. It will also let Google find your website’s context and rank you accordingly. This includes articles that really go in deep on a certain topic. Long articles that are very useful and which delve into a subject will see various uses and will give many reasons for people to link to it. Another type of evergreen content can be case studies which are, in their own way, crafted similarly to problem and solution types of content. They will also fare well when it comes to matching popular search query phrases.
Social Media Content
Viral marketing is a no-brainer. If you can make one, you have it made since you get both traffic and links. But they are especially useful for SEO in the future since they create ripples through social media. And though right now, Google has not yet fully developed their system for detecting how signs from social media affect SEO, they seem to be working on this rigorously. It looks like the immanent future rankings in Google will be profoundly determined by social media behaviour such as likes, comments, re-tweets, shares, pluses, etc.
In the final analysis, it is all still about creating quality content. It’s just that Google is now leaning away from exact keyword matching and more into semantic or synonym matching since Hummingbird is catering to conversational search queries. Right now, we can be sure that the content which really gives more value is indeed more valuable for your website.