Content is king! We have heard it more times than I care to count .The saying came about following Google’s Panda update; a change to Google’s algorithm that punished sites with thin or duplicate content on it.

It led to countless bloggers jumping on the bandwagon and writing about the importance of content when it comes to ranking highly in Google.

I feel that it is widely misunderstood and the saying itself leads to many new SEOs or business owners doing things that don’t make much sense – it’s just wasted time.

Many people argue that ‘all you need to rank highly in Google is remarkably written, unique content surrounding the niche you are trying to rank in’.

But how much truth is there behind that?

Whilst is it true that you NEED content to rank, and having duplicate or thin amounts of content on your site will do you more harm than good.

I want to make a point today about the lack of importance of the quality of that content. And point you in the direction of what makes more of a difference, and always has – the links pointing to that piece of content.

You see, the point that most people make is that Google is smart enough to recognise an amazing piece of content when it exists, and they know to rank it.

It’s not true. Google recognises content or websites that have a decent level of social buzz surrounding it, as well as strong inbound links from relevant sources.

It can’t read the content. It has no way of telling the difference between the writing of a professional writer and a two year old.

It can only notice the difference between the number and quality of links and social signals coming into that piece of content.

So with all that in mind….

…Stop fretting that the home page of your business’s site was written by you and not a high profile writer;

…And Stop paying big bucks to a blogger that is creating content just for the sake of creating it.

Instead, write for both the search engines and your audience.
To write for the search engines means to naturally including your target keywords in key areas throughout the content, tags and headers.

To write for your audience means to ensure your content makes sense and directs readers towards conversion.

And then, focus on building quality links and social signals.

You will find that ranking highly in Google has very little to do with the misconceptions surrounding the saying ‘content is king’ and more to do with the links and social buzz.

Content is King

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