One of the off-page search engine optimization techniques is article submission. Even with the recent improvements to search engine optimization, article submission is still a great off-page SEO strategy to get high-quality backlinks to your website or blog. Article submission is exceptional for obtaining high-quality backlinks and for providing a wealth of advantages.
Quality content is subjective. Some people will want a beginner-level summary while others want more depth and expert insights. Quality content will be better than the content that currently exists and readers will find it useful, memorable and are likely to share the content.
As SEOs, we typically write about things that people are searching for. This makes the content useful, but if you read many top-ranking sites, they often say the same things. Reading the first few results might feel like you’re reading the same content over and over again.
There are a lot of buzzwords like 10x content or skyscraper content, but all you really need to do is to make something better than what exists.
When writing new content, you have an advantage. You can see the content that ranks, and that’s the bar you need to exceed.
Let’s look at how to do that.
How to create quality content
Creating quality content is part science and part art. It also requires a lot of hard work and expertise.
SEOs have access to a ton of data. We can see:
All the things people search for with keyword research.
All the things that top content ranks for.
All the things that existing content talks about.
Many people making a query intend to find basic information in a quick and easy format. Content that is organized, simplified, and easy to read and scan is useful.
Much of the content created by SEOs is intended to rank in search engines, but it’s also useful for users. We tend to cover what users are searching for and answer questions about the topic. For many users, that kind of content makes for a great introduction to a topic.
The problem is that, in many cases, we’re just faking expertise, or we have writers who are faking expertise.
To create quality content, you need real expertise.
You can differentiate your content from what currently exists by:
Sharing your experience, stories, and insights.
Including data only available to you.
Having an opinion, a unique take or a different viewpoint.
Many of the pages that are currently ranking have likely been ranking for years. They may have updated and refined their content in that time to make it better.
Existing content may also have a lot of powerful and relevant links. There’s a phenomenon where top-ranking content tends to get more links, making it difficult to beat.
You have to be extraordinary and put in the effort to overcome content like that. It won’t be easy.
If you want to beat them, you likely need a team of people.
An SEO to do the research.
A great writer and storyteller.
An expert for their unique insights.
An editor to correct any mistakes.
Each person adds valuable skills needed to create quality content.
How to measure quality
Measuring quality is hard because it is subjective. Many SEOs will look at things like word count and keyword density, but these are bad metrics. Some queries, like a person’s age, can be fully answered with one number. You don’t need their entire life story.
There’s no one right way to measure quality.
SEOs may want to look at:
Businesses will want to measure:
You may also want to consider things like user satisfaction.
Search engines have the difficult job of figuring out what are good results for many different users with many different wants and needs. In general, they tend to show a variety of content that meets different user intents so that each person will likely find something useful to them.
Let’s take a look at some of the guidance search engines have provided for creating content.
Creating this kind of content takes more effort than most companies are willing to invest in. Without showing some sort of initial results, it can be hard to get buy-in. Once you have a couple of hits or some initial results, it can be much easier to argue for the resources needed to create this content.
A trap I find many companies fall into is creating content as a one-off task rather than an iterative process. You can always improve your current content when you have more resources and want to get better results.
For example, this is actually my second time writing this article for Search Engine Land. I originally wrote a piece about quality content for them back in 2016, and I have a lot more experience and expertise to share now than I did all those years ago.
How search engines think about quality content
Google created many algorithms intended to determine what content is best for users. They also provide a lot of guidance on what they are looking for.
Some of the terms they use to describe the type of content they are looking for are:
Most of those are subjective adjectives and are hard to measure. Still, they provide a lot of guidance with the questions their engineers are asking themselves and even the guidance they give their quality raters.
SEO stands for “search engine optimization.” In simple terms, it means the process of improving your site to increase its visibility when people search for products or services related to your business in Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.
How does SEO work?
Search engines such as Google and Bing use bots to crawl pages on the web, going from site to site, collecting information about those pages and putting them in an index. Think of the index like a giant library where a librarian can pull up a book (or a web page) to help you find exactly what you’re looking for at the time.
Next, algorithms analyze pages in the index, taking into account hundreds of ranking factors or signals, to determine the order pages should appear in the search results for a given query. In our library analogy, the librarian has read every single book in the library and can tell you exactly which one will have the answers to your questions.
Our SEO success factors can be considered proxies for aspects of the user experience. It’s how search bots estimate exactly how well a website or web page can give the searcher what they’re searching for.
Unlike paid search ads , you can’t pay search engines to get higher organic search rankings, which means SEO experts have to put in the work. That’s where we come in.
Our Periodic Table of SEO Factors organizes the factors into six main categories and weights each based on its overall importance to SEO. For example, content quality and keyword research are key factors of content optimization, and crawlability and speed are important site architecture factors.
The newly updated SEO Periodic Table also includes a list of Toxins that detract from SEO best practices. These are shortcuts or tricks that may have been sufficient to guarantee a high ranking back in the day when the engines’ methods were much less sophisticated. And, they might even work for a short time now — at least until you’re caught.
We’ve also got a brand new Niches section that deep-dives into the SEO success factors behind three key niches: Local SEO, News/Publishing, and Ecommerce SEO. While our overall SEO Periodic Table will help you with the best practices, knowing the nuances of SEO for each of these Niches can help you succeed in search results for your small business, recipe blog, and/or online store.
The search algorithms are designed to surface relevant, authoritative pages and provide users with an efficient search experience. Optimizing your site and content with these factors in mind can help your pages rank higher in the search results.
Why is SEO important for marketing?
SEO is a fundamental part of digital marketing because people conduct trillions of searches every year, often with commercial intent to find information about products and services. Search is often the primary source of digital traffic for brands and complements other marketing channels. Greater visibility and ranking higher in search results than your competition can have a material impact on your bottom line.
However, the search results have been evolving over the past few years to give users more direct answers and information that is more likely to keep users on the results page instead of driving them to other websites.
Also note, features like rich results and Knowledge Panels in the search results can increase visibility and provide users more information about your company directly in the results.
In sum, SEO is the foundation of a holistic marketing ecosystem. When you understand what your website users want, you can then implement that knowledge across your campaigns (paid and organic), across your website, across your social media properties, and more.
How can I learn SEO?
Hint: Stay tuned for our updated 2021 SEO Periodic Table launching at SMX Advanced on June 15th!
For a helpful dive into SEO, our Periodic Table Of SEO Factors will introduce you to all the key concepts you need to know, including the elements for successful on-page and off-page SEO, plus the “Toxins” or tactics that can hurt your rankings.
The table and accompanying report also look at three niches of search:
The Periodic Table of SE O Factors serves as the foundation of this Guide to SEO. Together, these resources will help you learn about SEO and inform your strategy for success.
Search Engine Land’s Guide To SEO
As a companion to our Periodic Table of SEO Factors, Search Engine Land’s Guide To SEO walks you through the fundamentals of optimizing for search so you can develop a solid strategy to drive organic traffic to your site.
In the guide below, we explain these factors in more depth, and highlight tactical tips from experts on search engine optimization that will help your website get more visitors from organic search.
Chapter 1: Types of Search Engine Success Factors: These are the on- and off-page factors that can affect your search rankings. We’ll also look at Niche verticals in SEO and toxic SEO tactics to avoid.
Chapter 2: Content & Search Engine Success Factors: Keep these elements in mind to create high-quality content that search engines and your target audiences will love.
Chapter 3: Site Architecture & Search Engine Success Factors: Let’s go behind the scenes and look at the aspects of your site that make it easy for search engines to access and influence user experience.
Chapter 4: HTML Code & Search Engine Success Factors: HTML tags and structured data help organize information on your site and help search engines understand your content.
Chapter 5: Trust, Authority, Expertise & Search Rankings: How your users engage with your site, as well its reputation and authority, helps search engines determine if it’s worthy of showing to users.
Chapter 6: Link Building & Ranking In Search Engines: Why links are still important and what they tell search engines about your content.
Chapter 7: Personalization & Search Engine Rankings: These are the user-specific elements, such as location and intent, that can affect the results users see.
Chapter 8: Toxins & Search Engine Spam Penalties: Beware SEO “shortcuts.” Getting caught using these tactics can potentially result in a manual action penalty or even get your site delisted from the search index.
Chapter 9: Emerging Verticals in Search: Voice, local, image and video search represent new ways for users to find what they’re looking for. While they each provide nuanced opportunities for brands, they’re still based on the fundamental principles of SEO.
Daily SEO News & Expert SEO Advice
In addition to daily news stories from our editorial staff, Search Engine Land publishes daily articles from expert contributors that cover SEO issues mainly from an in-the-trenches perspective.
Browse the SEO Channel for the most recent SEO news stories and expert columns. Sign up to receive Search Engine Land’s daily email newsletter featuring a roundup of search marketing news and exclusive analysis and insights.
Today, basically every consumer search begins with Google, making Google Business Profile the digital storefront of any business.
Google Business Profile (formerly called Google My Business) is a listing service that allows you to register your business on Google. Once you are registered, your business will be visible across Google Search, Google Maps, and Google Shopping whenever people search for your brand name—or even if they search for brands or services that are similar to yours.
A Google Business Profile includes:
Overview of your products and services, your primary contract information
Links to your website and your social account and section for customer reviews
What does this all mean? Well, many customers rely on online search to connect with businesses and brands today. With Google holding 92% of the global search engine market, Google Business Profile is the ultimate online space for customer-business interaction.
With a Google Business Profile, you can:
Boost your online presence
Highlight your products and services
Gain valuable audience insights
Attract new customers to your business
Therefore, having a Google Business Profile is a great way to promote your business online and grow your customer base.
Even better, it is completely free to get a Google Business Profile. This means, you have a free advertising tool at your fingertips to target and engage with millions of prospective customers on Google.
Why do you need a Google Business Profile?
Showcase your business online
Google Business Profile allows you to include all the key info any prospecting customer might need. You can highlight your company profile, your opening hours, contact details, and location directory and more. Hence, customers know where and how to reach out to you.
Besides, you can show your customers who you are and what you value by sharing your photos, videos, service options, and other business attributes.
Research shows that having videos and photos in your business profile generate more clicks to your profile. All this increases your odds of capturing customer interest and leading them to your store or website.
Build trust with your customers through reviews
Google Business Profile includes Google reviews and questions section where customers can ask questions and leave reviews. By answering such questions and responding to reviews, you can turn negative customer experiences into positive, establishing trust with your customers.
Furthermore, you can request for more reviews from online visitors who have clicked on or shared your profile.
High-quality reviews are central to helping you build the ultimate online reputation, guiding future customers in their purchase decisions online or leading them to your physical store.
Gain insights to improve your products or services
The Google Business Profile Insights section provides valuable data about your online audience. Views, Engagement, Clicks, and Audience data help you understand your customers and gain valuable insights.
For example, Audience gives a summary of your online customers’ profiles including age, gender, and location, allowing you to target them better. Views provide a breakdown of your profile views from Google Search and Maps, helping you to identify whether people find you though map directory or local search.
Google Business Profile also provides insights into Source of your profile visits; whether your customers directly search your name, or brands or categories related to your business. So, you know which side of your business profile you need to focus on to direct traffic to your website or physical store.
How to set up a Google Business Profile
Follow these easy steps to set up your business profile.
Create a Google account for your business
Add your business name, address, service area (for service businesses)
Select your business category (whether you are a retail shop or restaurant or hotel)
Add your contact information
Verify account and get started
Once your business profile has been verified, it will appear on Google Search and Google Map results.
That’s a wrap!
Whilst listing your business on Google is an essential first step, that alone is not sufficient. You need to optimize your business profile to help you stand out from the crowd and grow your business.