You Wouldn’t Date a Shallow Person, So Don’t Write Shallow Content
Last week Google clamped down on companies that use questionable methods to manipulate search results. According to Search Engine Land, these methods include paid links (sites that pay for links from other sites), and content farms (sites that have “shallow or low quality content“) to use Google’s words.
For months now, SEOers and content marketers have been complaining about Google’s search results. Top results for searches often include crap content from sites like Ezine Articles (a site that got penalized by Google in its crackdown — and about time, too), scraper sites and spam blogs.
The problem with all this crap content is that it’s hard for legitimate sites that practice ethical SEO and provide high quality content to rank well for competitive search phrases. The crappy stuff clogs up the search results, making it difficult for people (searchers) to find relevant and insightful information.
So what exactly is “shallow and low quality content” as it applies to B2B? Basically, it’s content you create to help your site rank better versus helping prospects make purchasing decisions. Shallow and low quality content is based on:
Keywords — Content is created based on keyword searches; these keywords are then used in the Title / meta tags and through out the article or blog post.
Quantity — The more content that’s created around a specific grouping of keywords, the better.
Lack of depth — Shallow content is usually a blog post or article that doesn’t give much in the way of insightful analysis or is filled with information you probably already know. It’s usually written by non-experts who write dozens of articles at slave wages.
High quality, in-depth B2B content, on the other hand, takes time (and yes, money) to create. Generally it’s created by companies who genuinely want to help prospects and customers do their jobs better.
If you’re a company like Eloqua (@Eloqua), you’re creating “Grande Guides” that help prospects learn about content marketing, lead generation and the like.
If you’re Ardath Albee (@Ardath421), you’re creating original blog posts filled with insightful information on how to create content that moves prospects along a complex sales cycle (or, how to create better Tweets — love this post, Ardath!)
If you’re Dow Corning (@DowCorning), you’re creating videos that communicate your company’s values to potential employees as well as educate prospects and customers about new products and services.
If you’re Exact Target (@ExactTarget), it’s offering your followers and fans reports, posts and Webinars about social media — and how you can do it better. (Be sure to sign up for their Webinar, The Social Breakup.)
The point is, developing this high-value content takes time. You have to:
- Determine why you’re creating it in the first place (to help people decide to do business with you, to generate leads, to show your thought-leadership and expertise, to get people to work at your company).
- Map out a strategy for creating it and then publicizing it.
- Create the content (the hard part).
- Get it formatted, designed, etc.
- Publicize it.
- Publicize it some more.
- Rinse. Repeat.
This stuff is not easy — and yes, it is much easier to write 15 crap blog posts and pay someone $25 for doing so.
As Google continues its crackdown, creating consistently great, high value content will only become more important — and given that its vaunted search results have taken a real hit of late, we’ll continue to see more sites get downgraded due to poor content and questionable SEO tactics.
I like to tell my small B2B clients that while having top rankings is important, it’s not the end all be all. What really counts are results: are you getting the calls and emails (inquiries / leads) that become sales? To get these results, you need content — content that’s been written for people, not search engines.
What’s your opinion of Google’s crack down?
About the author: Dianna Huff
A B2B web marketing expert, Dianna helps B2B companies grow through SEO, marketing writing, and social media. A frequent speaker, Dianna has been quoted in numerous blogs, books, and articles; her client list includes large and small B2B companies across the U.S. Follow her on Twitter @diannahuff. To receive her e-course on creating great B2B marketing content, subscribe to her newsletter, The MarCom Strategist.
February 28th, 2011 at 4:56 pm
Great Post Dianna. I love the heading, of course we don’t want to spend time with shallow people, but some companies think they are different!
Google actually cracked down against this content TWICE in the last couple weeks. This second crackdown directly targets low quality content, but the first, incorporating social sharing into search results, likely has a longer-lasting impact. By incorporating what we share into the algorithm, we all become part of Google’s quality filter. And we all want to share good quality content, be it informative, entertaining or beautiful. Since so many companies seem to serve Google over people, even if it is for the wrong reason (still serving Google), hopefully companies will respond by improving content quality and audience engagement.
– @wittlake
February 28th, 2011 at 5:08 pm
Eric – I did know that Google is now looking at what we share — and have seen it in the SERPs. That’s why social media is so important!
February 28th, 2011 at 5:08 pm
You’re right, Dianna, creating good content is hard work and time consuming.
The internet marketing community is littered with products that are designed to “beat Google.”
Spinners that will take one article and turn them into a dozen new articles simply by replacing a few a words and phrases. Traffic generators that scour the internet to leave automated comments on every blog they can find – hoping that someone will link back and create traffic.
It’s all very unseemly, but very seductive to those who cannot (or will not) produce their own content.
I’m glad to know Google is trying to weed out this problem.
February 28th, 2011 at 6:18 pm
Bob – I agree. Thanks for the comment.
February 28th, 2011 at 6:58 pm
While I’m all for raising the quality bar for both content and search results, it remains a mystery to me how Google or any other search engine distinguishes between “shallow” and “in-depth” content. What are the criteria? Or is it just a text string search? IP address?
Enlighten me, please.
February 28th, 2011 at 7:57 pm
Kimmo — Danny Sullivan explains it well in his Search Engine Land article.
March 1st, 2011 at 4:49 pm
Things are certainly being shaken up in the search engine world at the moment. If it means better quality, then that can only be a good thing for searchers.
March 6th, 2011 at 3:02 pm
[...] You Wouldn’t Date a Shallow Person, So Don’t Write Shallow Content by @dianahuff Most of you know that Google has changed its search algorithm recently. There’s been a lot of posts on the ramifications and some of the sites which have fallen far from their previously high rankings. And it’s caused some concern. This post gets the heart of the matter without getting technical. [...]
March 10th, 2011 at 4:26 pm
Hi Dianna,
Thanks very much for the mention! I’m honored.
Your point is excellent – kind of like making the goal of social media the number of followers vs. a few great conversations that lead to business. For many of us, that doesn’t mean thousands, but perhaps a dozen conversions from conversations to customers.
We don’t need to be found by everyone, just those whom we can help and serve. And, if we’re writing to help and serve, we don’t need to worry about Google changing its algorithm.
March 11th, 2011 at 1:36 am
Ardath, Thanks for the nice words. And you’re right, we don’t need to be found by everyone, just the right ones.
March 11th, 2011 at 2:50 pm
[...] phrases that relate to what you offer and write content that helps educate your audience. Remember, you're writing for prospects and customers, not search [...]
March 13th, 2011 at 11:00 pm
I think Google is doing a smart thing by incorporating social sharing factors into their rankings. It’s essentially outsourcing and crowdsourcing the difficult task of figuring out what truly are the most relevant search results. Let the people decide!
What does this mean for marketers? I don’t think it changes things drastically. But it’s a good reminder for us to test the message before it’s published, or even before its written. Is it truly interesting and relevant to my audience? Would they pass it on to a colleague of theirs? Would they bookmark it?
March 16th, 2011 at 2:29 am
Andrew – I like your idea of Google letting the people decide!
June 24th, 2011 at 6:39 pm
[...] You Wouldn’t Date a Shallow Person, So Don’t Write Shallow Content [...]
September 15th, 2011 at 2:21 pm
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September 15th, 2011 at 3:22 pm
[...] idea that makes me cringe every time I hear it is “writing content for search engines.” Done right, B2B marketing communications helps move prospects along the sales cycle. Spammy [...]
September 15th, 2011 at 3:49 pm
[...] idea that makes me cringe every time I hear it is “writing content for search engines.” Done right, B2B marketing communications helps move prospects along the sales cycle. Spammy [...]
September 15th, 2011 at 4:49 pm
[...] idea that makes me cringe every time I hear it is “writing content for search engines.” Done right, B2B marketing communications helps move prospects along the sales cycle. Spammy [...]
September 15th, 2011 at 9:48 pm
[...] idea that makes me cringe every time I hear it is “writing content for search engines.” Done right, B2B marketing communications helps move prospects along the sales cycle. Spammy [...]
September 16th, 2011 at 6:44 am
[...] idea that makes me cringe every time I hear it is “writing content for search engines.” Done right, B2B marketing communications helps move prospects along the sales cycle. Spammy [...]
September 16th, 2011 at 10:49 am
[...] idea that makes me cringe every time I hear it is “writing content for search engines.” Done right, B2B marketing communications helps move prospects along the sales cycle. Spammy [...]