Writing for Google
If you own or manage a website, you'll know that unique and relevant content is the key ingredient when it comes to boosting your natural search performance.
The majority of web journeys begin with a search and in Australia that means a Google search, as the world's largest search engine controls more than 90 per cent of the market here.
But when it comes to developing a content marketing strategy, it would be a mistake to focus solely on what you think Google wants.
The days of keyword-stuffed nonsense and hastily-established feeder sites are over. Google's algorithm is getting smarter all the time, but all Google is trying to do is emulate user behaviour.
There are of course important signals you can use to help Google easily understand what your pages are about. Unique page titles, intelligent URLs and H1 tags, for example, are for Google's benefit rather than your human visitors.
None of this though need distract from an improved user experience. A content-rich website that's super easy to navigate will benefit both humans and robots. Producing pages that match what users are searching for also ticks both boxes.
An area where a lot of websites run into difficulties is with their keywords, either ignoring them completely or over-using them. Cramming page titles with lists of keywords or hiding away low quality, keyword-heavy content within the bowels of your website, is bad practice and will hurt you in the long-run.
To achieve the right balance, produce pages that are directly relevant to the kinds of searches your target audience is running.
If you sell watches, for example, a page for each brand, linking to pages for each model under that brand, makes it easy for humans to find what they're after and helps Google discover and rank your pages.
These pages also provide a great opportunity for creating unique product descriptions that will be of use to your human visitors and will help Google understand and index your site.