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Content Marketing in a Panda 4.0 Environment

content marketingThe Common Sense Behind Content

At the end of May last year, the SEO world was literally abuzz with the news that Google had launched a new iteration of their much vaunted Panda.

Google tweeted it and the world was listening–and repeating and reposting–each with their own version of what Panda 4.0 meant to all of us.

Just as every past algorithmic change and every Google heartbeat has done up until now, Panda 4.0 has engendered a broad range of self-proclaimed experts telling us the differences in the search engine optimization arena and the corresponding changes that should take place in our work.

We’ve  heard from the content writers and strategists about the many recommended approaches that we should take to write today vs how we wrote prior to now.

Panda–it appears– has changed everything.

Oh wait.

No, it hasn’t.

All that the original Panda did was to penalize people–(okay so not penalize according to those in the know, but it amounted to the same thing) who were not doing the things they should have been doing to ethically rank their site and their content all along. You know, the things that give your customers a reason to visit your site and to keep visiting your site.

There are certain things that your content requires in order to rank well.

There are certain things that your content has always required to make people want to read it.

Those things haven’t changed over time.

They are the same things that you should have been doing since you started writing or blogging. Content creation or content marketing is 4 parts skill and one part common sense.

What Your Content Needs in the Panda 4.0 Climate–The Abridged Edition:

It goes without saying that stuffing your content with keyword phrases that are unnatural and simply look ridiculous isn’t going to endear you to the search engines or to the people who are trying to read it.

Plagiarism is a no-no. Stealing content and pasting it up isn’t going to make your site rank well and it may also get you sued. If you can’t write or haven’t time to write, find someone who does.

Know what you’re writing about. People don’t like pretense and a true expert doesn’t have to tell you they are an expert. You already know. It’s reflected in what you read. Conversely if your readers are the experts and you try to snow them, they will notice. If you don’t know your topic, study it or find someone who does.

Make it  original. Nothing is less fun than finding what you were searching for only to find that it’s something that has been regurgitated and passed around the internet since time immemorial. Even if you have an idea taken from another article or another idea, put your own spin on it. Make it your own and make it worth reading.

Make it real, make it fun, make it unique, informational, easy to read and for heaven’s sakes, spell check it.

Google wants you to provide your customers with a good service and a good experience. If you’re the average site owner with a site you can be proud of, that was the plan all along.

Finally. . . something you and Google can agree on.

Unless otherwise noted, works by Robbi Drake are licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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