As Google continues to roll out new search algorithms, SEO campaign managers are left to analyze the available data and determine how best to create content that matches the latest standards. The industry is currently processing a recent Google update that began at the end of May, and in that time there has been a significant amount of data published on the factors Google is now looking for from content producers. Within this blog, we’ll look at two of the factors Google is now using to measure and rank content and what content producers can do to change their campaigns and optimize their content to meet the new standards.
1. Increasing Correlation between Time-on-Site and Ranking
The latest data shows that Google is now increasingly connecting the average user’s time on a website to that website’s ranking levels. This means that companies must do more to ensure that their online visitors are engaged with their content. The use of content such as a blog series or explainer content for complex topics can help companies improve their average time-on-site and thereby increase rankings in the coming months. It’s important to measure the performance of all types of content and expand the use of posts that increase the user’s time on the site.
2. Social Sharing Now a Clear Ranking Factor
Where previously social signals have only been given a small amount of attention as part of a wider, more comprehensive SEO campaign, now the data shows that social signals such as shares are intrinsically linked with ranking. It appears from the data that Google is now ranking content with strong Facebook engagement metrics and Google Plus Ones higher than non-shared content. Twitter sharing is also expected to become a more prominent ranking factor in coming months, as Google has recently struck a deal to show tweets in real-time search.
The clear message is that Google is now measuring content quality based on user engagement. Content that is viewed for a longer period of time and shared across a broader demographic is likely to be higher ranked. And it’s imperative that upcoming campaigns are crafted based on this new definition of quality. To discuss this latest move by Google, speak with our search specialists directly today!