This is a killer. If you don’t have an SEO and content marketing strategy in place, then the only reason you get traffic is because your website is just plain old. Site history does play a part in search engine rankings but it can easily be trumped.
SEO is the practice of optimizing your website for maximum search engine visibility. This means you’ve optimized things like content, page titles, tags, and other areas of code. So, when the search engines “crawl” your website, they determine if it has value for specific words and phrases.
But optimization without a content strategy is a losing battle. Search engines are looking for a contextual value. They will only list websites they deem to be of value to the user.
A valuable website is a fast loading site that works well on multiple devices AND contains useful content (words, video, etc) that users will love, refer, share, and return to.
Google is judging your website…
- Does it deliver valuable content? Is that content important to your target audience?
- How does it compare in value to websites like it?
- Does it get shares, mentions, likes?
- Is it linked to in other websites, especially popular ones?
- Is it always fresh, updated with new content on a regular basis?
It’s not just keywords. Google is looking for proof – proof that your website holds value for a certain type of user. This post on the circle of trust dives much deeper into value.