How will your website rank with ‘Phantom 2’?
Yes, that’s right, a new week and another Google algorithm change, aptly named ‘Phantom 2’ in light of the cloak and dagger nature of the unannounced changes.
In layman’s terms, ‘Phantom 2’ means Google is rewarding websites that add unique content specifically designed to help potential customers at the information gathering stage of the buying process.
What does that mean?
We all know that high quality and unique content has been at the forefront of Google updates for the last two years. With Phantom 2 merely tweaking the website with an image here and there or updating your product range, no longer cuts the mustard regarding gaining a competitive edge on Google. This update is shifting the focus and helping the rankings of those websites that give the answers to how, when and where, rather than just what and why.
Now is the time to be helpful and build loyalty online. Create engaging, well- written and informative content. Whether you choose a blog, video or an infographic, your content must be informative to support your potential customers at the start of the buying process. For more information on how to manage your content strategy, please read our blog ‘My website isn’t working for me! Content Strategy part one.’
This extract from Marketing Weekly gives a great example of what Google expect:
“The purpose of the running shoe is to run marathons, so rather than just focusing on the product think about what content you can give people that actually helps them in their quest to run a marathon”
Matt Bush, Google
But don’t panic…
If you have been burning the midnight oil writing witty and engaging content to support your website, products or services, it’s not been in vain. The chances are that you have been supplying Phantom 2 and your potential customers with the content that he/she desires, at least to some degree.
For those of you burying your heads in the SEO sand, while trying to get away with the bare minimum to keep Google interested, it is time to start making the effort or risk having your website overtaken by the competition.
Remember, improving your Google rankings is a game of cat and mouse, and the goal posts will continue to change giving other websites a chance to rank highly.
If you are struggling to keep up with the likes of Panda, Penguin, Phantom and Pigeon, then simply get in touch with us to talk about how we can keep you going in the right direction in the ‘ranking’ game.
To find out more about content strategy and how it can help your business, follow our blogs or (the quickest way round) get in touch on 01256 614 921 or email email@example.com
TYPEFACE’S TOP 5 TIPS FOR MAKING YOUR CONTENT MORE INTERESTING & USEFUL.
- BASE YOUR CONTENT ON CONSUMER SEARCH BEHAVIOUR – GIVE THEM WHAT THEY WANT,
- BREAK UP TEXT WITH USEFUL GRAPHICS & ILLUSTRATIONS.
- USE BULLET POINTS & SUMMARIES TO MAKE KEY INFORMATION EASY TO READ (DO YOU SEE WHAT WE HAVE DONE THERE).
- DON’T REINVENT THE WHEEL – KEEP YOUR BLOG CONTENT UP TO DATE & RELEVANT.
- ANSWER QUESTIONS, AVOIDING TECHNICAL LANGUAGE OR INDUSTRY JARGON WHERE POSSIBLE.