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In the past, SEO could be successful by flooding our websites with content, without regard to quality. This strategy is no longer a sustainable way to market your business. If the content you put on the Internet isn’t useful to potential customers, they’ll bounce very quickly.
RankBrain is Google’s machine learning applied to the Hummingbird algorithm to predict the best search results based on user behavior. It’s already the third most important signal in predicting search results. Gary Illyes of Google says it’s easy to improve local SEO: You just have to focus on the user.
In local algorithms, searcher behavior is part of the algorithm. By feeding RankBrain content that searchers find useful, your ranking will increase. Have everyone who creates your website content review Google search quality evaluator guidelines. They show what content it rewards, based on “how much time, effort, expertise, and talent/skill have gone into the creation of the page.”
Mary Bowling of Ignitor Digital uses the acronym “E-A-T” when evaluating page quality on client websites:
Google considers the reputation of the author of the content, the website itself, and the business behind the website. They want quantity, but they also demand quality.
Do an audit of your content. Look at Google Analytics and examine which pages get long clicks and which get short clicks? Eliminate content that is too weak. Where the content is good but needs additional information, add text. Fix what needs fixing, and you’ll see your analytics improve.
Remember that complete listings help establish trust, engage interest, motivate action, and create positive brand equity. Don’t skimp on quality content, and your Google ranking will be rewarded. To improve local SEO for your company, contact Local SEO Search and we’ll provide results for you in Toronto, or anywhere in Canada.