3 REASONS WHY GOOD CONTENT AND PR IMPROVES YOUR NATURAL SEARCH RANKINGS ON GOOGLE
High quality content = increased engagement = people spend longer on your site = higher rankings on Google*
High quality and engaging content not only adds credibility and creates better engagement, it also improves SEO by boosting time on site. High quality content = increased engagement = higher dwell time = improved SEO. Evidence?
Time on site was Google’s No 2 ranking factor in 2015 (after click through rates) – so the stickier your site is and the lower the bounce rates, again the higher up the rankings your site will climb. This is because Google can be confident that it is taking their client through to relevant content which keeps their interest.
Google recently introduced a Knowledge-Based Trust (KBT) score which scores your website on the amount of objective and accurate fact-based content (as opposed to unsubstantiated marketing claims, for example) which it checks against its vast store of acts on the internet. It is no coincidence that national newspapers, Wikipedia and the BBC appear consistently in all our search results – ranking is becoming less about ‘popularity’ (links from other sites) and more about accuracy, truthfulness and trust.
Lots of accurate, fact based, fresh content = credible site = higher rankings on Google
Content is king now for SEO but links are still important. Not the link farm links of before; authoritative links from trustworthy, highly relevant sites. Evidence?
A link back from news sites and media therefore is seen as highly credible so helps your site to look credible and therefore impacts on natural search rankings.
Sharing links to useful content like white papers or advice on your website via social media channels creates a valuable source of links back to your site.
Links back from quality, objective sites (like media and social media) = Google thinks you are more credible = higher rankings on Google
Getting more mentions and name references online makes Google think you are topical therefore relevant and helps with rankings.