Google’s Secret To Improving Website Rankings

improving website rankings - google-s secretImproving Website Rankings By Building Quality Content

Years ago when first working through various SEO projects, in an effort on improving website rankings, I constantly found myself researching and reading different “rules for website optimization” articles. The more and more I read; the more I saw the emphasis to be on Link Building.

For as long as I can remember, a major tactic in improving website rankings and Search Engine Optimization (SEO), has always been building quality backlinks from reputable websites, i.e. pages with high =””>page rank.

This certainly is a good SEO strategy today but things have got much more sketchy in recent years and Google has penalized websites that have many poor quality backlinks.

This challenge has led SEOs to focus more so on building completing, relevant, and high-quality content that is share worthy. 

The emphasis these days should be on creating content that is not only relevant to your specific products and services but also to your entire niche.

Website owners and other content creators should take note of this because of =””>Google’s Authorship. If you are creating quality, relevant content that is associated with your Google+ profile, you begin to establish yourself as an expert in your niche.

Any little bit of competitive advantage help doesn’t it?

Further proof that focus should be on quality content comes straight from the horse’s mouth.  Well, kind of…there wasn’t much fanfare about this latest change to =”″>Google Ranking Help Article , which now states:

“Sites’ positions in our search results are determined based on hundreds of factors designed to provide end-users with helpful, accurate search results. These factors are explained in more detail at”

In general, webmasters can improve the rank of their sites by creating high-quality sites that users will want to use and share.

The change is subtle but significant. Previously the second paragraph stated:

“In general, webmasters can improve the rank of their sites by increasing the number of high-quality sites that link to their pages.”

Thanks to Erik Baeumlisberger =””>(@Baeumlisberger) who =”″>uncovered this change and posted it on Twitter. This is huge news.

If Google is putting more emphasis on websites that produce quality content that users are sharing, webmasters, SEOs, and any website owner should take head. If this doesn’t prove content is king, I’m not sure what does.

Simply put: You can improve your website’s search engine rankings by regularly creating and posting relevant content that your readers will be compelled to share.

We shouldn’t be surprised by the fact that Google is putting emphasis on content that gets shared. Just think about how search is affected when you’re logged into your Google+ account.

It’s super personalized. In the video below, the head of Google’s Webspam team, Matt Cutts, says to not think about link building. He says link building “limits you to a certain mindset”.  He suggests webmasters focus on compelling content and marketing.

“I wouldn’t put too much of a tunnel vision focus on just links,” Cutts said. “I would try to think instead about what I can do to market my website to make it more well known within my community, or more broadly, without only thinking about search engines.”

There you have it – straight from Google. Focus on building quality content more so that building backlinks. I’d love to hear your thoughts. Where is your SEO focus today?