In the past, strategies for creating quality content for both search algorithms and discerning readers hardly overlapped. For those generating online content, it has been a delicate balancing act to write content that search engines would index and to write text that readers would respond to. Search wanted to see certain keyword-to-content ratios with those keywords appearing in particular places. Readers wanted to read engaging, logical, and convincing text. Some online companies, aiming to rank high in search engine results pages, have sacrificed the experience of the human reader to satisfy the algorithmic, search engine spiders. They would resort to the tactic of keyword stuffing. This practice meant that, even when illogical and over-the-top, content writers crammed as many instances of the keywords as possible into the text.
With the newest search engine trend of incorporating social media features, such as Facebook’s “like,” any wise content writer would recognize the danger of keyword stuffing. Take note of these latest features that Bing and Google are rolling out.
Bing is turning search into more of a conversation by providing ways to connect people. When shopping for a product, Bing users can share the item on their Facebook page allowing their friends to comment on their possible purchase. The conversation can even happen on the search results page itself. Immediately following the site’s description text, Bing adds another line displaying what those in one’s Facebook circle thought of that particular website. Bing doesn’t just focus on facilitating a conversation between friends. Bing also synthesizes the traces of those in the Facebook network outside of your friends circle and then shares the common consensus to with users in order to provide a richer, more informed search experience. Bing is even putting a universal “like” button on the new Bing bar. All of these new features add a human touch to the search experience.
Google, rather than simply linking into the already impressive amount of opinions and emotions generated through Facebook’s “like” feature, has launched its own “like”-ish feature named Google +1. This new addition to the results page lets one know the recommendations of others in one’s social graph with respect to a particular web site. To enter one’s recommendation of a site, the user simply logs into the Google account and clicks on a button that appears on the site. When someone else from the same social graph visits that same site, the recommendation will appear along with the name of the person who made that particular recommendation. The addition of recommendations to the search rankings gives the user more confidence in the quality of the results for that search.
Quality Content – More Important Than Ever
At last, stuffing keywords no longer cuts it when writing content. In fact, focusing on catching the eye of the search engine to the exclusion of the reader will be fatal in the long run. The incorporation of conversation and user feedback in search results means that quality content is more important than ever. Users, unimpressed with the quality of a site’s content, will express their disappointment via these tools. Potential visitors will see the negative recommendations and not even click through. Bing and Google will also capitalize on user feedback when evaluating their search rankings and continue to move those with poor recommendations further and further down the list.
This trend toward bringing conversation into search should drive home how crucial it is to fill your pages with quality and engaging content. If your company is already devoting a lot of time and resources to web site layout, marketing strategies, product inventory, and the like, then outsource the writing of your site’s content to a company like My Web Writers. We specialize in writing informative, engaging, reader-friendly content. We have the expertise and the experience to identify areas that need tweeking, to compose content for pages lacking text, and to suggest changing or adding keywords in response to the keyword trends in your industry. Bing and Google are making it a point to bring quality content to the forefront – so should you.