Content Strategy

How To Rank Higher in Search?

The long awaited, much-anticipated release of the annual Ranking Factors Study is welcomed at ContentNetwork.

It proved that what we do works – websites perform better with excellent content that incorporates relevant topical terms, not just keywords littered here and there. That’s why you should only hire writers who are experts in their field, so you can be guaranteed appropriate, engaging content.

According to the study, established companies Groupon and eBay have seen a massive increase in their site rankings by simply adding relevant descriptions to their pages, particularly for lifestyle products.

Google regularly makes changes to the way SEO text is optimised and viewed. Gone are the days of exact-match ‘keyword stuffing’ being the way to increase your search engine ranking. Now, it requires high quality, semantically relevant content. For example, the most recent update, Pigeon, has a stronger focus on contextual intelligence or rather, the application of knowledge to real-life situations.

How do you find the information you want about a business or product? The search engine. It’s fast, easy and available 24/7, which is exactly what consumers are looking for.

Put simply, Google is your gateway to customers. You need your website to stand out. It needs to be at the top of the listings, where you belong. Find out more about how to rank higher with Google.

A 5-page website automatically has 5 ‘entry points’ on Google’s rankings. Add a blog, and it grows by 1 every time you post about a relevant topic. Add excellent content, and your readers will likely share your page – suddenly, your entry points are in the thousands. Every time your content is shared, liked, tweeted, pinned, or mentioned in online conversation, your brand is seen and heard.

There is a vast amount of content out there, and people turn to the well-known search engines to filter it for them. They demand the most interesting, valuable content – and you have to give it to them.

If you’re considering re-designing or launching a new website, you’re in the best position to hire us as your content specialists. Improving content and increasing visitors to your website is our priority, and it should be yours too. Ensure that your site is user friendly and search engine compatible by letting us do the hard work, while you focus on growing and nurturing your business.

Invest in yourself.

Don’t wait for your competitor to hire us.

What’s Going On With Google?


Google’s algorithms are constantly evolving but a closer look today reveals they are now focusing on the meaning behind the terms under which users are searching. To achieve this they utilise their unique size and scope to trawl millions of websites to look for the answer to each and every query before returning with thousands of answers that need to be ranked against one another.

In providing this shortlist of answers to users, Google strives to give users the most well written and intriguing content, and rightly so. Search engine algorithms look for a variety of criteria when ranking, most importantly is the freshness of your content, so updating it regularly is imperative.

The phrases used on your website are also monitored in relation to the searched topic, which means getting highly comparative words and terms included is a must. You can see how else you can benefit from brilliant content here.

The release of Google’s Panda algorithm in 2011 made it harder for websites and business trying to survive in the search engine game. 2012’s Penguin update made excellent content its focus, and the 2013 release of Hummingbird proved you couldn’t just cheat with basic keywords anymore and Google was adapting to the trending behaviour of users simply keying in questions instead of search terms.

Keyword stuffing is a common term in the SEO industry, and should be avoided at all costs. Naturally flowing, unique content wins hands down on webpage rankings over multiple word mentions. If Google detects an unusually high amount of keywords on a page, it will be flagged as badly written content and over-optimisation.

Google uses the bounce rate of your website to monitor the effectiveness of it, so engaging content is a must. If visitors only view one landing page, it could be an indication that your content is failing. Including links to other pages on your site and having likeable, appealing updates is a sure-fire way to combat a high bounce rate.

Are you on Google+? You should be. Google takes any content you post there and indexes it immediately, thus giving you a better standing in the search engine rankings.

The majority of SEO experts are continuing to navigate through the newest algorithm update, Pigeon, but have so far found it has a stronger focus on contextual intelligence for searches. With this, trendy technological eyewear Google Glass breaking the market and 2015 bringing more editions of Google’s popular Nexus phone, we can be sure that next year’s update will tie in and be pretty spectacular.

Google Algorithm Updates – What you need to know

Since April 2011 Google has made some significant updates to its search algorithm, unless you work in the SEO industry you’re unlikely to have heard of them. However, if you are in any way involved in online marketing then these must be taken into account for every channel.

Google Panda & Penguin

April 2011 – Google Panda – Targeted websites with poor quality content, spam & duplicated content

April 2012 – Google Penguin – Targeted websites with dubious back-links and over-optimisation

Sept 2013 – Google Hummingbird – To reflect how more and more people are beginning to ask search engines questions like they would ask a human being – “How long should I boil an egg?”

These changes demonstrate the search giants efforts to answer the demands of its users almost before they know what those demands actually are. The affects of these changes are greater than you would imagine or even notice, but they aren’t something any business can ignore.

Well to give you an idea, here are some examples…


Content more effective than keywords!

Before we start, apologies if this is old news but it really is surprising just how many people we speak to who don’t realise the pivotal role content plays today when it comes to ANY form of online marketing.

It goes without saying that audiences will naturally gravitate towards sites that offer the most relevant and up to date content on topics that interest them. This said, in the past websites, who’s business relied heavily on digital foot-fall, side-stepped the need to employ qualitative content by throwing money at SEO trickery or keywords in an attempt to “game” search engines into sending them traffic.

Although there will always be a need for SEO and a place for keywords, the new kid on the block is what it should always have been – what are people really reading / watching / sharing / commenting on – AKA quality content.


In the last 2 years the search engine big boys Google, Yahoo and Bing have called time on such practices stating via a number of algorithm updates that they will now be rewarding quality content and penalising over-optimized (think keyword-heavy pages) in an effort to give people what they want/expect to find.

Why is it taking so long for businesses to realise? Well, it’s quite ironic when you think about it. The answer lies in two other questions.

Q: Who is the CEO going to ask about content vs SEO? His marketing or SEO guy?
A: probably not the marketing guy.

Q: Who is going to advise that Content Marketing is a better investment than SEO and keywords?
A: probably not the SEO guy.

Rather than bore you all by explaining exactly why this is both logical and better for everyone we found you some juicy visual content in the form of this useful info graphic from the guys at


p.s. – and by all means share with anyone that you feel still hasn’t got the message!

Brafton's Infographic: Why Content for SEO?

By Charlie McGhee