Documents that are longer and more thorough are likely to perform better in search results. All of us are aware that it’s true, but do we know the reason behind? If yes, are we aware about ways to use this knowledge to our advantage?
The blog will explain how Google weighs comprehensiveness of the content. There is a three-step plan, if practiced well can help gain a competitive edge over competitors, in terms of meeting searchers needs.
Broad Ranking Inputs
When Googlebot is skeptical about the URL to rank. It looks into a bunch of things. Domain authority, keyword targeting and link authority are considered for sure.
The following four are to some extent related:
1. Searcher engagement and satisfaction:
this signifies the degree of people having a good experience while on a page. This means that they don’t get back to the main search results and select a different result.
The content is judged based on the diverse and unique factor of the content as compared to everything else in search results.
3. Raw Content:
Google presumably has various parameters to measure content quality. It also includes user engagement and satisfaction, so chances are there that this portion might overlap.
4. And then we have comprehensiveness.
So the formula is a right mix of the three ingredients, like depth, trustworthiness and value that the content given. We’ve been experiencing Google, sort of over-weighting this since the past year and year and a half. There has been a series of queries shooting up, in terms of comprehensive content making
its way in the ranking position. Surprisingly the kind of content we wouldn’t ordinarily expect. It sometimes escapes things round the link metrics and even keyword targeting metrics leaving the SEO’s confused about what’s actually going on. This particularly is observed happening to informational and research focused queries, with comparison between products and brands, for example-“Best stereo” or “best headphones”. Broad questions certainly or uncertainly have complex or various aspects to them. So infact you would come across such type of very comprehensive content ranking.
WANT TO DISCOVER WAYS TO BE MORE COMPREHENSIVE THAN YOUR COMPETITION.
If you want to win this race, and have identified queries but feel that they do not fall in this bucket but, you would probably want to give it a shot and try some of the comprehensive content available here. To try this out and make it work, there is a three-step method which can lead. Well it surely is a formula, but isn’t easy and requires a lot of hard work to be put in. This will not oversimplify, but if the method is used thoughtfully it has the potential to leave behind stronger websites for the queries you are chasing.
Step #1: Identify questions built in the search query (term/phrase):
Primarily identify all the questions built in the searcher’s query. The questions can be implicit or explicit. This means they are implied or are obvious. They can depend on a person’s background (searchers background).This means one needs to identify the following:
Types of people searching, and what the distinct features between them. There might be a need of different types of content to cater to different folks, the way to solve this is to have a bifurcation or segmentation on the page to navigate, and get the person there. Let’s continue the same example to make things clear.
A few searching for “Job application best practices” can be employers, a few may be job applicants and some might be employees etc, so it is vital to provide that background, best way to get this done is by survey questions.
Setp #2. Garner unique information that is not in the competitors reach.
Once the question bank is available, one needs to assemble information that has the potential to answer the style of questions in the question bank. Hopefully in such a way that you competition will not be able to- For example.
• Competitive landscape information: is something that is compared with competitors. And is such a kind that not many are willing to speak about themselves in a way how they relate to other.
• Proprietary data
• Opinions: It also has industry and community opinions that many do not prefer to get, more prominently if they are bigger.
• Metrics: Aggregated or uniquely processed metrics.
• Collaborating information: It can also mean putting together, information in Audio or visual interactive mediums.
Step #3: Assemble in such formats those others don’t use, can’t use or won’t be able to use.
Finally you have the competitive advantage, in relation to content; you also have a question bank. The trick here is to assemble all the information in unique formats that is out of reach to others. It would neither be created nor used by them.
This could comprise of things like guides, which demands extraordinary amount of work. “The Beginners Guide to SEO", by MOZ
is an excellent example.
Formats that are highly customized and have interactive or visual components, other people are unwilling to invest in the creation.
Free to download data or access to reports is a component that others charge or hide behind pay walls.
Like mentioned at the beginning, this process is not easy, but if followed with determination and hard work can give a great competitive advantage, especially if one is ready to take on the individual key phrases and terms very differently from the way a competitor does.