A whopping 94% of Googlers don’t bother looking past the first page of results. And, with such immense pressure, companies are overlooking the value of the content published on their website. Why? They must focus on search engine optimization tactics for the sake of appearing on the first page of Google.
How exactly are companies degrading the content on their websites, you ask? Instead of publishing credible articles for the sole purpose of providing enlightenment and insight to readers, companies are publishing content with repeated phrases and keywords in order to boost its rankings and appear on the first page of Google. What is the article about? Who cares. What value does it bring? Nada.
Most people working with technology and data are still in the early investment stage. In turn, our visionaries and leaders are making rash decisions that devalue the information they provide to the public.
You might as well have fallen off the face of the earth if you succumb to the ranks of the second page of Google. The first listing on Google gets around 1/3rd of the clicks. And the subsequent 9 listings on the first page get 2/3rds. That leaves merely 6% of clicks for thousands and thousands of results to follow.
Amidst web developers and content writers devaluing their published works, Google is altering its algorithm system – too.
Research revealed this week implies that Google occasionally alters results to play up its own content despite people’s preferences. And as you recall in April, European Union officials alleged that Google is unfairly manipulating search results.
The pressure ensues. If you don’t have a mobile-friendly site, your ranking will drop. Per Google’s announcement: “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”
So if Google is fudging its “organic” search system, should companies continue to devalue their content if their ranking is therefore unpredictable?
Einstein’s motto, “Try not to be a man of success, but rather a man of value” stands strong.
Leaders of information and companies across all industries have a responsibility to inform the public with professional and accurate data.
Stop repeating outdated information to improve visibility and start providing value to your readers with cutting-edge research and information. People are more likely to retain content if it sparks new connections in their brain.
It’s 2015. We’re all part of this game. You must play to win in the long-term. If you rank at the top but have poor content, you will fail in the short-term. If you rise in the ranks with quality content, you will spread like wildfire.
Even Google admits that the human brain overpowers an algorithm.
Don’t put all your eggs in one basket and rely solely upon Google. Diversify your media outlets and publish content across multiple platforms to cultivate a cross-dimensional user base. Make it your top priority to strive for excellent content and watch your audience boom.