What does Google think about your content marketing?

English: Google Logo officially released on Ma...

Whenever I discuss content marketing — inbound linking to high-quality content to drive greater prospect engagement and convert prospects into marketing qualified leads (MLQs) —  I am asked the same question:

 What does Google think about your content marketing?

Interestingly enough, Google is pretty clear and they have developed a list of the things their complex algorithms attempt to decipher. It’s not the “be all and end all” of marketing, but it does give you a good idea about what they want to see — and what you might want to avoid. High on the list of “must see” is trust, expertise and interest. My favorite isn’t really a content issue at all:

Would you be comfortable giving your credit card information to this site?

I’d say that’s a pretty strong metric!

Here’s what Google says:

More guidance on building high-quality sites

  1. Would you trust the information presented in this article?
  2. Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
  3. Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
  4. Would you be comfortable giving your credit card information to this site?
  5. Does this article have spelling, stylistic, or factual errors?
  6. Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
  7. Does the article provide original content or information, original reporting, original research, or original analysis?
  8. Does the page provide substantial value when compared to other pages in search results?
  9. How much quality control is done on content?
  10. Does the article describe both sides of a story?
  11. Is the site a recognized authority on its topic?
  12. Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?
  13. Was the article edited well, or does it appear sloppy or hastily produced?
  14. For a health related query, would you trust information from this site?
  15. Would you recognize this site as an authoritative source when mentioned by name?
  16. Does this article provide a complete or comprehensive description of the topic?
  17. Does this article contain insightful analysis or interesting information that is beyond obvious?
  18. Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
  19. Does this article have an excessive amount of ads that distract from or interfere with the main content?
  20. Would you expect to see this article in a printed magazine, encyclopedia or book?
  21. Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
  22. Are the pages produced with great care and attention to detail vs. less attention to detail?
  23. Would users complain when they see pages from this site?

Source: Google

Does your brand message sound like a parody?

Weird Al Yankovich is a master of parody. In his hands (mouth) it becomes an art form. Just listen to the phrases in this song — common enough to be recognized by all marketers. You begin to recognize why differentiation — actually thinking, behaving and speaking about your brand differently — is so important. Because, if this song makes you uncomfortable, then it’s time to make some changes. Oh, and you may be sitting there thinking, “Not me!” Just wait until you hear a phrase you’ve just used in copy. For me it was “client-centric.”

Hat tip to Dan Rosenbaum at Center Ring Media for pointing out this terrific song.


Hiut Denim really gets Brandtelling

I was not familiar with Hiut Denim from UK until I stumbled across their website. It is authentic and tells a strong, purposeful story on every page and post. The website copy is written in the first person and each page and post pulls you further into the site and their story. I can almost hear the sewing machines whirring in the background as I read through the copy and the black and white photography is stunning, simple and striking.

Take a look at the site here.