Answers to 7 key questions on content strategy from Matt Cutts

Matt Cutts is a human meme. On the Web, you can find a lot of funny demotivators and photojob with this smiling man in glasses, and every self-respecting internet marketer is trying to take a picture with him on occasion. But the importance of this person is not determined by photogenic or acting ability.

Mr. Cutts heads up the anti-search spam department at Google. He is considered one of the most respected search technology experts in the world. Honorary engineer Google has published several hundred videos, in which he gives recommendations on the development of sites. The lion's share of these videos is about content strategy. In this article, you will find Matt Cutts' answers to seven key questions that will help you create effective content and make the site useful to your audience.

No. 1: How important is the content located in the element?

Short answer: very important.

Detailed response: or the body of the page can be considered the most important element. It contains text, video, images, for which a web page is created. Of course, you must pay attention to the element. However, it is official: it mainly contains information that facilitates the work of search robots. You can write the world's best title and description. But if the content contained in the element is of no value to the audience, the web page will remain unclaimed.

Material: What content is perceived by people as useful?

No. 2: Do you need to write texts for websites in pure Russian or can you use professional slang?

Short answer: texts should be written in pure Russian, and slang can also be used.

Detailed response: The audience should understand your writing. If you write exclusively for a narrow target group that uses jargon or professional terms in communication, your text can be entirely written in a scientific language. If you write for ordinary people, use simple words or pure Russian without slang. Consider search queries that help readers search for your content.

Want an example? If you are discussing methods of providing emergency care to a person with heat stroke with doctors, you can write about craniocerebral hypothermia. If you are writing a help sheet for ordinary people, just say that the victim needs to put a cold compress on his forehead.

Number 3: What to look for when planning a guest posting?

Short answer: do not guest posting solely for the sake of getting links. Always post new content. Do not write guest posts for the same sites.

Detailed response: rumors of the death of guest blogging have been exaggerated. About a year ago, Matt Cutts really referred guest posts to spam techniques. However, he spoke of publications intended solely to obtain backlinks.

If you publish high-quality content on authoritative sites, sanctions to your site are not threatened. What to do with the links? Think of the interests of the audience. If you think that it would be useful for her to familiarize with the site of the author of the guest post, refer to it.

Subject material: 8 phrases to be avoided in guest post applications

Number 4: How to beat the competition on the Internet?

Short answer: make your website user-friendly and publish high-quality, useful and original content on it.

Detailed response: Some novice businessmen believe that they will not be able to beat the competitors who have long been working in the market. If competitors invest a lot of money in website promotion, then small business representatives can close the business and go to the labor exchange.

It is not true. Many large enterprises have useless websites, use the wrong promotion strategies, or do not pay attention to internet marketing at all. Small businesses can bypass large corporations on the Internet if they are able to offer useful content to the audience, convey it to users and involve potential customers in the interaction.

Please note that small young companies still find it really difficult to fight business sharks for high-frequency commercial traffic. Leave it to cumbersome corporations. Focus on a broad semantic core. You will generate enough traffic and leads to develop the project.

Matt Cutts claims that Google is looking for quality content. The search engine does not care on which site it is published.

Number 5: What should you spend more time on: fighting plagiarists or creating content?

Short answer: to create content.

Detailed response: If you create high-quality unique content, there will always be those who want to steal it. Plagiarists steal content manually or with software tools. Sometimes your content appears on the sites of intruders within a minute after the publication on your resource. The most annoying thing is that site thieves can rank higher than your resource. Matt Cutts argues that Google already knows how to distinguish bona fide resources from plagiarists. In the future he will make it even better. Create good content. Gradually, your site will bypass all resources working in bad faith.

Number 6: How much content should be on the main page of the site?

Short answer: the main page should have as much content as users need.

Detailed response: If 20 photos are published on the main page of your website, each of which weighs 5 MB, this may adversely affect the user experience. And owners of smartphones or people who do not have access to high-speed Internet, will swear strongly.

If there is a text useful for the audience on the main one, it improves the user experience. In addition, it allows search robots to determine the relevance of the site user requests. Therefore, the main page should be useful for the audience content. If this is a text, you can not limit yourself. If these are images, they should not shorten the page load time.

Material on the topic: How to arrange the main page of the site

Number 7: How to make sure that Google knows that the original content is published on the site?

Short answer: immediately after the publication announce the content on Twitter. Use the pubsubhubbub service. If your content is stolen, file a complaint in accordance with the DMCA.

Detailed response: sometimes it happens that site A publishes the original article, and site B steals it. For one reason or another, Googlebot may index site B first and find a new article. In this case, the search engine could theoretically consider site A as a plagiarist. In practice, this rarely happens, but you can take a number of steps to protect a resource.

First, announce the material on Twitter immediately after posting. Your subscribers will see it, read it and share it with friends. Links to your material will appear on the web. This will help Google’s robots find and index it faster.

Secondly, use ping services, for example, pubsubhubbub. They notify search engines when new material appears on your site.

Thirdly, if your material is still stolen, complain about the thieves of search engines and take other steps to protect authorship.

Matt Cutts recommends ...

... create useful content for the audience. The honorary engineer of Google assures that even an aspiring entrepreneur can compete with business sharks if he is able to offer users something new and interesting. According to Cutts, the technical aspects of SEO play an important role, but the content of the site remains primary. Mr. Cutts also notes that plagiarists can be successfully fought without distracting from content creation.

Watch the video: How does Google handle pages with content that changes on each page load? (March 2020).


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