Content Is King And Other SEO Half Truths

With a headline like that, you are probably expecting some flames to be flying and I promise, I will not disappoint.

It has been some time now that rules of SEO have been rewritten to now place a major focus on the actual content that is found at the top of the search results, more so than the sites that link to that content. Or so it is thought. Content is King right? I mean Google say that you just need to write (create, publish) good quality content on your website and that they will take care of the rest.

Don’t go about creating any links from other people’s websites, just to boost your rankings because Google will just magically find your content boost it to the top, as long as it is “quality content”, right? Watch this video from Google…

Well let’s just think about the logic behind this for a minute…

Let’s just suppose there are 10 plastic surgeons who are all excellent doctors with outstanding medical histories, a long list of satisfied patients and essentially well established surgeons in their own right.

Now they have the sufficient resources at their disposal to not only build a high quality website, but publish it with high quality content complete with extensive before and after photo galleries. They all appear to be great choices when it comes to quality content.

So the questions beckons, “who does Google decide is the best, and sits at #1?”. The answer is they don’t know and can’t tell just purely based on the quality of the website and it’s “King Content”.

They need more information before they can make this decision.

What information and where do they get it from?

Other people’s websites, and what they have to say about these doctors, via what is referred to as a “backlink”. Now these backlinks are not all of the same power when it comes to balancing the equation on what is a valuable link.

Let’s take a look at two examples, and see if you can determine which is the higher valued or valuable link to have.

Website A:

The first website that has a backlink pointing to a surgeon’s website is all about plumbing supplies. The link is in the sidebar, along with other advertising banners. It is a text link surrounded by mixed content that ranges from plumbing supplies, building information and links to other construction websites.

Website B:

The second website is a health related blog. It has topics that cover women’s health issues in particular. The link that comes from this site is in a blog post by a guest author, who is taking about the pros and cons of a particular form of facial plastic surgery. There are references to alternatives that don’t require going under the surgeon’s knife and also a list of doctors who are widely accepted as authorities on the subject. There are quotes from one of the doctors and it is also a link to his website.

Now before you decide which is the better link, times this equation in your head for our 10 surgeons we mentioned above. They all have a range of different links but for the sake of the argument, lets just imagine that there is one doctor in the list who gets more and more of the Website B styled links and the rest get a mixture, but mostly weighted towards the Website A style links.

It is pretty obvious that the doctor with more of the relevant links is going to fare higher in the search results than the others, purely because he is demonstrating a higher degree of authority in his field of endeavour.

Yes it is more complex than this simplified version I have used for my illustration but I think it demonstrates the point that content is not really the king it used to be or is at least made out to be.

Content yes it is important, and sort of kingly but is KING, no I don’t think so. Everybody can produce top quality content, it is easy, just hire a good copy writer and plan your site well and you are in the running for being a great content producer. The kind that Google say they love.

Google also say that you don’t need to do anything else, they will take care of it. Matt Cutts the former (now vanished) Google engineer turned SEO spokesperson aka Webspam Fighting Team Leader can be seen in the video at the beginning of this post espouse exactly that.

Don’t build any backlinks, that is risky and will get you banned by Google. That is also what they say, but it is not what they do. Even so SEO companies will tell you the same thing, “Don’t build backlinks, that is old school, we have a better way…”

So if you can’t build any backlinks and nobody is going to link out to you, i.e. create a backlink for your website, unless they can find you in the first place, how are any links every going to be established if your site is totally invisible?

Good question. It is a real chicken and egg situation.

Someone is lying when it comes to the Content is King and Backlinks situation. Could it be Google are not being entirely transparent or truthful here?

One way of finding out what the truth is, is to see what Google allow to rank at the top of the search engines and with the help of some fancy backlink discovery tools, one can easily see what backlinks are actually doing the work required to get this website to the top.

When you can see the actual links, and see how they have worked their magic, you know that Google have access to this information as well, so you can draw your own conclusion on what the truth is.

The fact of the matter is this, backlinks do count and will continue to count. They are not going anywhere when it comes to Google’s algorithmic calculations about who is the top authority on any given subject. They need backlinks to prove the value of their choice. Naturally the higher valued backlinks are more difficult to acquire but they need to be there to make content the King that he is supposed to be.

If you want to get an idea of your own backlink profile and see how this stacks up against your competitors who are currently out doing you in the Google search results, I suggest you get in contact with and I can arrange a free 30 minute Skype strategy call. We will do an audit on your website and show you what your current SEO company doing that is good and as the case may be, not so good.

So click here to schedule your call with me today.

 

Does PageRank Still Exist Or Is It Now Irrelevant?

It has been some time now since Google in December of 2013, moved away from PR or PageRank as an identifiable SEO metric.

You may have heard people say, “PR is not important for ranking anymore” or “Google don’t see PR as important for you to rank” and have probably been wondering, is PageRank still important and if it is how do we find out what our site’s PR is.

PageRank Is Far From Dead

The answer to this question is multifaceted.

To begin with, Google used to update PR every 3 to 4 months via what was called “Toolbar PR”. This gained it’s name from various toolbar add-ons that picked it up and displayed a sites PageRank. So toolbar PR is no longer being updated by Google and many have wrongly interpreted this to mean Google no longer value the metric when determining the overall value of where one’s website fits into the pecking order, when it comes time to place it in the search results.

So What Is PageRank Exactly?

The second part of answering this question needs to cover what PR is and how it is calculated. PageRank is one of the methods used by Google to determine the page’s relevance or importance, when it comes to search engine results.

PageRank, named after Larry Page, one of the Google founders, represents the page rank of a page on a website. The system ranks sites from 0 – 10, with a site like Google or Youtube being a 10 and a brand new website with no one linking to it, a zero.

When it comes to raising a website’s PR one needs to be gaining links or backlinks from a site with a high PR, for example a PR6 or PR7. Some of the web authority is transferred to a site by the calculations checking what other higher authority sites are linking to it. This has been a way in the past for SEO practioners to manipulate a site’s ability to rank, so when these numbers began to be outdated, it made it more difficult to find the value of a linking partner.

There are new metrics in place DA or Domain Authority and TF, Trust Flow and Citation Flow CF that have essentially replaced the old gauge of PR. This is just not the same as Google not using PR anymore. It is just that they have removed this metric from the public eye.

Your website still has a PR and so do all your internal pages, it is just that you don’t know what this is anymore.

New Ways Of Discovering Your Page Rank [sic]

With the new ways of calculating the value or authority of a website working just as well, Google have not been able to kill SEO just yet. PR is now out of sight but is still alive and very important when it comes to the search results and where you fit in. SEO is not dead, just more difficult to do than once it used to be. You only need to take a close look at the knowable metrics behind top ranking websites today, to understand what this exactly means.

If you are in need of an SEO expert to independently look at your site or your competitors site(s), then it may be time we spoke. With the right tools and understanding the whole process of what is working today and is going to continue to work with SEO, formulating an effective SEO strategy is still the best way to be getting your message out there, to your target audience.