Google’s algorithm update (BERT), ubiquity of social media (Instagram and more recently Tik Tok) and the so-called “death of blogging” on the market. So many grains of sand in the gear that can make more than one hesitate to launch their site or continue to maintain their blog. This may be your case!
Does Google become gifted?
Penguin, Panda, Fred and now BERT… We can sense a real intention on the part of Google to constantly improve its algorithm in order to stick as closely as possible to the expectations of Internet users.
In particular by offering them relevant, quality content that responds to their research.
As a content creator, it’s really not reassuring to know that you can be downgraded at any time.
Even more when our main (see unique) source of traffic comes from organic traffic.
Especially since BERT (Bidirectional Encoder Representations from Transformers. C) is to date one of the biggest updates in 5 years … and that it risks doing “damage”.
The important thing to remember is that if these updates downgrade low quality sites initial results from Google … Google will have to replace vacancies with other sites …
And if you apply yourself to create qualitative content with a rich lexical field well optimized (more good backlinks), you’re likely to be selected by Google and see you powered to 1st page.
The Googles Killers
Facebook, YouTube, Instagram and now Tik Tok, social media is on the rise and Google is all right.
With this resurgence of new platforms certain (e) s saw there the programmed death of Google. And intrinsically that of blogging.
So? Opportunistic or visionary?
However, a simple consultation on Google Trends tells us that conversely, certain keywords are increasingly sought over the months.
We can take for example the keyword “chainsaw”:
Apart from seasonality, we find that for the past 5 years, research has been stable. And it’s verifiable on most themes, including yours with a bit of luck (it’s up to you to check)!
So there are always as many Internet users who consult Google. The death of blogging will be for a next time.
The counter argument would be to say that, unlike social networks, the behavior of Internet users who go to Google is not exclusively linked to entertainment but to research on a very specific subject.
The big advantage to this is that as a content creator we are completely possible to position ourselves on a very specific search.
For example “online chainsaw purchase”.
If you have a site that sells chainsaws online, you will be able to target an extremely qualified audience. What is currently not possible on Instagram …
And all of Google’s interest is there.
Whether you are bloggers, site creators and even e-merchants. You all have an interest in appearing on Google.
But it must still be done in the right way. For that, you will have to focus on 3 axes.
The 3 axes of referencing
There’s no mystery about breaking into Google. Only rules to respect:
- Content (and SEO On Site optimization);
- The user experience.
It’s on this first party that many things are playing out right now (especially with BERT).
It is no longer a question today of creating an average article by seeking to rank on a specific keyword.
Now write original and qualitative content in order to rank on a theme rather than a single keyword.
Do not try to create lots of small tasteless articles. If you really want to stand out over time, both vis-à-vis Internet users and Google, you will need to provide a complete and detailed content.
To do this, I advise you to start by making a first plan of your article. Then try to support it by adding parts answering secondary questions.
The goal is to have a step ahead of the questions that your article will raise.
For example, to take up the theme of the chainsaw I could talk about:
- How to maintain your chainsaw?
- How to change the chain of your chainsaw?
- How to pass your chainsaw license?
- Should I choose a chainsaw?
The goal, in addition tobring great added valueis to spontaneously make the user stay longer on your site and increase your visit time on your site.
All in thegoal to send a positive message to Google on the relevance of your content and therefore … how you will position yourself on it.
The icing on the cake, you also increase your chances of your article being shared while retrieving backlinks in passing …
What about keyword analysis software?
They will always be used, if only to validate that there is indeed an interest in the theme (here is an additional article written by Sylvain Lembert) or to analyze the competition to know if it will be “easy” to position in the first results of Google.
Besides, for my part, I always use software like KWFinder (article where I present the tool to you) or Secockpit to analyze in detail the theme on which I want to get started.
Software that I recommend to any site creator.
The force of the war.
A site in backlink is a bit like a meal without cheese.
It is almost useless.
You may have the best content, but if you don’t get a backlink on your site it’s a waste of time.
Conversely, not all backlinks are worth taking.
Besides, in a long term vision, I would advise to create links on “real” sites.
What is a real site?
Here are some things to consider:
- Site with traffic;
- Site not only made up of articles with external links (link farm);
- Thematic site;
- Site with interesting metrics (TF and CF of at least 20 and a minimum of 50 RD). You can analyze this for free with the Majestic SEO extension.
Where to find these sites?
The most “simple” being to realize guest articles, interviews on large sites of your theme (typically what I’m doing while writing this article).
To find them, just do the following searches:
- Theme + “guest article”
- Theme + “guest articles”
- Theme + “become an editor”
In our example of chainsaws: gardening + “guest article”
Search which refers me to this site: “http://insidea.fr/proposer-un-article/”
If you are a beginner, and because we like numbers … I invite you to give yourself a goal of 15 quality links in the first 3 months. Question to take off your site from the fourth month …
The advantage of having guest articles is that you will already get traffic from these sites before even being positioned on Google.
If in addition the content to which Internet users are redirected is good, you will give Google a good indicator from the start.
This will encourage your placement in the SERPs.
The user experience
User experience is generally defined through these 2 main data (although there are others):
- The bounce rate;
- Visiting time.
The first refers to the number of pages visited.
Whether the user continues to search your site by viewing a second page or not.
The more the user “walks” on your site, by visiting several pages, the more your bounce rate decreases. Which is a very good indicator for Google.
The second, as you will understand, is the time spent on your site.
Does the user leave immediately (which would indicate a low interest in your content)?
Or is he staying longer, because the article you are offering him corresponds perfectly to his expectations?
To obtain this data, you will need to create a Google Analytics account and add your site (a few minutes are enough).
Here are some ways to improve the user experience:
- Quality content (see paragraph above);
- A text that is airy and pleasant to read;
- The use of fat, italics, etc. ;
- A design theme;
- A color code that makes reading easier;
In conclusion, it is quite possible to rank on Google in 2020. Simply adapt to the new requirements and to produce above all quality content answering the questions of its Internet users.
Ah yes, I would be curious to have your opinions, your reactions (your criticisms) on this subject. Don’t hesitate to let me know in the comments.