Google Search Size Matters not Content
At a high level meeting of senior Google business strategists in April a crucial decision was taken to change the way Google search works in order to “encourage” people to pay for placement in search results. “From now on we only want big sites to feature at the top of SERP. We will no longer list links to highly relevant content if it’s a smaller site. Owners of big sites are more likely to pay us for Google Ads and after all profit is what we are all about, not what people want”.
No I’m not a fly on the wall at Google HQ, and this hypothetical meeting probably never took place, this decision was probably never taken! YET!
What Results to Expect from $1000 Google Adwords
A client asked me the other day “which is better – a direct adword spend of $1000 per month with Google, or share in a collaborative campaign for a similar monthly fee, where total spend is 100 times that”. I had to ask for time to carefully consider this request and my response.
Both Options have Merit
My instinct tells me that for many businesses a direct campaign with a budget of that amount will normally be better. But a total budget of $100k /month sounds very inviting. My first response must be; investigate how the collaborative campaign funds are used relative to your business.
If the advertiser (the client) has a good idea of the key terms he wants to use for the Adword campaign, and only needs results from a small possible selection – let’s say 10 terms – 10 ads, then the money may be better used in a private campaign.
However, if he wants to cover as many options as possible, then the group scheme may be better.
Updating Old Blog Posts and Web Pages
The updating of old published posts and pages is a somewhat controversial topic. Some bloggers feel it is wrong to update a published article, others do it regularly. I am one of the group who updates content in posts and pages whenever I find a reason (and the time) to do so.
Updating Old Posts is Good for SERP
Google now looks for “FRESHNESS” as one of the criteria for SERP (Search Engine Results Placement), the position a page or post will get. Fresher content gets favoured over old content. A new post may initially be placed high in their results, then overtime this will drop off, eventually fading into obscurity.
Give your older posts a new life by updating them. Sometimes when I go back to older articles I find the information is out of date, fresh knowledge or developments may need changes to the content to make the information more accurate…
Articles are often posted with unnoticed errors. I don’t mean incorrect information, just the small things like spelling mistakes and grammatical errors – both of which will lose ranking to Google’s algorithm. Even the way we have written an article can often be improved after some time has passed, and we go back and check the content we thought at the time had been so great. With a fresh look at these older posts, we can often see ways to re-write parts (or all) of the content to make it more readable for our visitors.