Content Writing and Content marketing is essentially used to attract clients using different strategies, both paid and unpaid. However, organic search still remains the number one choice.

You may have a polished content and your site may provide amazing user-experience, but how do you get Google’s eye for your content?

For this, you must know which signals matter most in Google search.

And, that’s why we bring to you3 signals you must send to Google for ranking higher and sustaining the position.

What Google aims at?

Google aims at providing exact content that searchers seek for. Google employees follow a 164 page Search Quality Evaluator Guideline to evaluate and rate web pages, and the human interactions are used to guide the algorithms on what to show in the search results.

Simply put, you dial 911 during an emergency, but end up reaching an IVR on the other side. You disconnect. Similarly, your search for ‘coconut oil for hair’ on Google, click on a link, but find yourself reading a general post about coconut. You exit the page and return to the SERP. Google understands that your quick exit signifies the content did not fit the search query, and therefore, ranks the page further down in search result.

The Three Important Components

Google points out the three important components (signals) you must use to attract content:

  • Expertise
  • Authority
  • Trustworthiness

Google simply wants to provide content that is created by experts, shows subject authority, and is trustworthy.

Expertise

Expertise is further branched out into three divisions, namely:

  • A comprehensive section about your target topic: Include awards, certifications, and training of your in-house subject matter expert.
  • Bio-data: In case experts write the byline content of your site, provide their bio at the end of blog posts.
  • Building brand signals: You must build your brand across the internet. Your website or your content should show up in multiple places. The more brand signals Google bots scour, the more proof it has that you are an expert in the subject. You have to prove Google that your website is bigger part of a brand You create more brand signals simply by creating high quality and relevant content in different formats and locations, such as YouTube, guest posts, podcasts, and social media profiles.

Authority

Authority content is a way of telling readers that you know everything about the subject or topic, and know it accurately. The best way to demonstrate authority is by producing dynamic contents, with facts, data, studies, reviews, and figures validating your information.

Your content should cover the lengths and breadths of the subject, and more importantly, the depth. For instance, if you plan to write about schizophrenia, a mental disorder, you should start by writing the overview, then the early and advanced symptoms, causes, treatments, medications, long and short-term effects, counter-interactions, reviews, and move on to writing about how to cope up with the disorder, alternative treatments, therapies, relapses, tips for family members, case studies, and results.

If you produce only curated, mediocre, short, and irrelevant content, the audience will not treat you as an authority site and hence, you will rank lower in search results.

Trustworthiness

Google hates deceitful and fraudulent pages, just how you would hate fraud customers. So, how do you prove your trustworthiness to Google?

The answer to this question is using anHTTPS website over anHTTP website. AnHTTPS URL shows Google that you have taken measures to protect your data from cyber theft and attack. Obtaining an SSL certificate furthermore gives your website an added edge.

You also prove trustworthiness by ensuring your content is original, by adding social proofs, such as testimonials and reviews, and by being transparent about affiliate marketing.

Other Ranking Signals

Click through Rate and Dwell Time:Click through rate is the percentage of users who enter your site when it shows up in SERP and dwell time is how long a user stays on your page.

Page Load Time: Your page should load in less than three seconds.  Using faster web host, minimizing HTTP request, compressing large images, and removing apps, plugins or widgets can increase page speed time.

Backlinks: Backlinks are links to your webpages in another published content. Google remarks backlinks as some sort of popularity votes.

Search Intent: Create content that not only matchesthe keyword (noodles) but also the common intent behind the keyword (Hakka noodles recipe).

All of the above signalsassure one thing – Amazing and effective content will win over anywar on content marketing. Feel free to post a review about our blog in the comments below.