Why we should Create High Quality Content?

Who decides what is quality content?

In a post panda World, low quality content no longer cuts the mustard. It’s the high quality stuff that Google now requires when deciding where to rank your website.

This refers to both the content on your web site and the content on the websites linking to you.

Quality web content can be defined along the following terms:

  • It attracts and persuades a person to link to it for no other reason than to cite the information.
  • It attracts and persuades a person to share it on social media for no other reason than to show the information to others.

It is the intent within these two statements that is fundamental.

It is human action or reaction that defines what is or isn’t quality. Action regardless of any other factor than the content itself.

This is what we would call social proof or more accurately human proof. By it’s very nature it cannot be manipulated in the same way a search engine algorithm can be.

To be able to accurately quantify web content, the content that must be the sole influencer.

The human signal remains pure and is the product of each individual who makes the decision to create each social signal they produce.

It can of course be mimicked by software designed to act like humans, although such software is unable to replicate the nuance and detail which human social signals produce. We see this in software designed to inflate social media accounts such as Twitter, Pinterest etc. Although they aid to give some signal, it is one of very low quality and easily identified.

The human social signal can also bought. In large offshore setups, low paid workers toil in Internet factories creating social signals to order for clients to gain advantage in search engine rankings. Similar offshore factories already exist to build links in forums, blog comments etc.

Thus, the human social signal is noisy and contaminated and if Google is not able to identify and isolate the manipulated social signal then Google’s search engine rankings can be manipulated regardless of the quality of the content.

We may be seeing evidence that Google has somehow factored in a way to quantify the veracity of the social signal. I only have anecdotal evidence and is an educated guess, but it is the only way to determine whether the social signal is worth listening to. And also Google does give us clues on the direction of how their search engine is going to work.

It has gone beyond Google simply listening to the social signal, all social signals must now be quantified if they are to be of any use and authorship is one way to do this. If Google knows who wrote the article and who is responding to the article it can in someway more accurately predict the quality of the social signal.

For example, if an SEO agency writes an article and someone else calls it “Awesome”, that is a signal. But if Google then works out that the person works for the SEO agency, or constantly calls the content which the SEO agency produces “Awesome”, then the signal needs to be quantified to be accurate.

I have noticed this behavior on Twitter and it feeds into my study of the tribal psychology that exists on Twitter and social media. A certain website will release an article, its immediate employees respond in an unnaturally hyped up fashion, the approbation cascades down to partner companies and individuals seeking attention and validation from association.

Sometimes the content is excellent, sometimes it is mediocre and yet the same applause emanates from the same individuals creating a never ending stream of hype. It is only when the content is viewed by dispassionate readers that we are able to assess its true quality and quantify it. Therefore if Google were to determine the quality of the content it would have to apply a filter to those who express relentless, sycophantic adoration.

If Google knows who is initiating the social signal it will be able to build an algorithm around the data it knows about the signal. If it knows the author and if they have given their data to the Google database voluntarily or not then the Company can perform a correct quantification of the social signal and even the link signal if it comes from a website or webpage soley in the control of the the author.

Therefore, we may be seeing a way that Google has accurately determined which is quality content and also which are quality links.

It may even determine that if the author is not in their database their signal cannot be correctly quantified and must be treated accordingly.

This may already be happening with the data Google has in its database from its G+ system. It may that this so called “social network” is not a social network at all, but more of a way for Google to acquire an accurate human social signal in relation to web content

In conclusion, it is essential that websites continue to produce high quality content, defined by the viewer who is independent of any benefits which may come to the website which hosts the content.

The content must be judged by the reaction of those outside of the tribe if it is to be regarded as high quality or not.

Using a Curation Tool for the News Hook on #popleveson

If you have been gripped by the Leveson Inquiry into Media Ethics as I have, you will have noticed that the lead council, Robert Jay Q.C. has a certain way of speaking and asking questions.

Yesterday a meme started on Twitter querying pop lyricists in the style of Robert Jay

ArmyofDave

“You may call it ‘sexual healing’, Dr Gaye, but I contend that some would consider it ‘serious medical malpractice’.” #popleveson

Friday, May 11, 2012 5:13:53 PM

hopisen

All of the boys, Ms Kelis? That is an extremely expansive claim for any dairy product. #popleveson

Friday, May 11, 2012 5:38:01 PM

Joethepublicist

“You continue to blame it on the boogie, Mr Jackson. But evidence suggests that sunshine, moonlight & good times played a part” #popleveson

Friday, May 11, 2012 5:21:37 PM

VictorianPurple

RT @janinegibson: I will remind you again, Miss Morrissette, that we are pursuing irony here and not mere inconvenience. #popleveson

Saturday, May 12, 2012 11:08:38 AM

nonjabulonkutha

RT @giantteddi: RT @DavidBlackm0re: “I will ask you again, and remember you are under oath – who let the dogs out? #PopLeveson

Saturday, May 12, 2012 11:08:28 AM

DarrenHoles

RT @johnmitchinson: Mr Bono, let me put it to you that the streets did indeed have names but that you have conveniently decided to forget them. #popleveson

Saturday, May 12, 2012 11:12:14 AM

Mattt_Fairhurst

Big-legged ladies lack soul? Seriously Mr Zeppelin, do you expect the court to accept such nonsensical assertions? #PopLeveson

Saturday, May 12, 2012 11:12:14 AM

AmyBean86

RT @politicalhackuk: And did you honestly believe that rock and roll was an adequate foundation for a city of this size? #popleveson

Saturday, May 12, 2012 11:12:03 AM

quarsan

Too vague Ms Turner, the depth of a river or altitude of a mountain has little relevance, exactly how close were you? #popleveson

Saturday, May 12, 2012 11:11:55 AM

RobGilroy

RT @robdrummond: “I put it to you Mr Dury that you did indeed ask to be hit with said rhythm stick on a number of occasions, at varying speeds” #popleveson

Saturday, May 12, 2012 11:12:58 AM

mike___davidson

RT @limeandonion: “Mr. Lennon, you are either an eggman or a walrus. You cannot be both, can you, surely?” #popleveson

Saturday, May 12, 2012 11:13:00 AM

ElaineLPrado

If as you claim ‘yo
u don’t like reggae’, why only moments later do you state ‘you love it’? #popleveson

Saturday, May 12, 2012 11:13:39 AM

Joethepublicist

“You continue to blame it on the boogie, Mr Jackson. But evidence suggests that sunshine, moonlight & good times played a part” #popleveson

Friday, May 11, 2012 5:21:37 PM

MrOlliB

Mr. Marley. I put it to you that if you did shoot the sheriff, you must also have been present for the shooting of his deputy. #popleveson

Saturday, May 12, 2012 11:14:03 AM

itsjustabout451

Mr Rotten, what evidence do you present that her majesty is directly responsible for your lack of education? #popleveson

Saturday, May 12, 2012 11:14:24 AM

Vitrioholic

Am I right in assuming Mr Joel that, despite all the evidence of arson that stands before you, you still deny starting the fire? #popleveson

Saturday, May 12, 2012 11:15:42 AM

paulsq

RT @RevRichardColes: I ask you again: do you, or do you not, remember the good old days before the ghost town? #PopLeveson

Saturday, May 12, 2012 11:15:53 AM

The purpose of this post is to test a new curation tool that I will be using when offering the Web Content News Feed service. Currently it’s going out on Linkbait Coaching, but I will be offering it as a stand alone product to help with content creation ideas, ultimately leading to more links and attention.

Truro Market Rye Bread

Rye Bread

Rye Bread

Truro Market Rye Bread is World renowned for its high quality and taste. People travel from miles into downtown Truro to stock up on this particular baked product.

When I bought my daily loaf I thought that building links is no different.

Offer something Unique

It’s a lot easier to build links when the content is unique and tasty. I was just delivered an infographic I had commissioned for a client and it is unique and very tasty.

If you can only rustle up mediocre content for your link building efforts it’s going to tricky to compete.

Get something Unique.
Get something tasty.

Content Marketing Inspiration on the sofa No.1

Gillian Anderson in a Manky Wedding Dress

It helps to let the mind wonder and randomly roam in search of inspiring content. Whilst sitting on my leather sofa with my iPad whilst watching the Gillian Anderson in a manky wedding dress, as one is want to do at Christmas.

I came across a few bits of content which I thought interesting, downloaded a drawing App and scrawled thoughts all over them. Tweeting them I realised this may be useful for people looking for a kick start and may make it a regular thing.

Content idea 1

Content idea 1

Content Idea 2

Content Idea 1


I did have a moment of, “why didn’t I think of this”. The problem with stuff like this is how to monetise it. Getting the eyeballs and the links if the easy part.

Although I am amazed at some of the fake stuff that did get linked to this year, mostly by newspapers. Shame I can’t share.

Image Credit BBC

Content Marketing Training and a dog called Fenton

One of the biggest problems I come across in helping people build links to their websites is how to build magnetic content which attracts links. It seems that selling plumbers supplies online does not naturally lead to expertise on online publishing.

Who would have thought?

The reality is, creating effective web content is a highly specialised skill and in some ways is counter intuitive to running a business online. So, someone who may be expert in sourcing plumbing supplies and negotiating favourable terms may not be able to produce digital information which excites the cockles of the linkerati.

Website marketing is a nuclear arms race. If one website in the niche gets a 30 megaton bomb, then everyone has to, just to keep up. If someone goes out and gets a 35 megaton bomb everyone again has to run out and get the latest nuke. And thus it is with getting websites to rank.

Your plumbing supplies website can compete in the rankings without having over 300 back links, just as long as no one else does. Once you get your links from the usual places, the industry body, local chamber of commerce and a link from your web designers (web designers have a cheeky habit of sneaking in an advertising link on the website you just paid for) etc. it becomes a bit more of an effort to go and get the links.

And so a natural backlink ceiling is imposed on your niche. But along comes Frank the plumber and he uploads a picture of a dead squirrel that he pulled out of the waste pipe of a Bosch Dishwasher. The picture goes viral, his local plumbing supplies website starts to rise in the search engine results page and the cash starts flowing in.

Frank the plumber has not offered cheaper prices, or become a better plumber, arrives at his jobs in a quicker fashion or has improved his business in any way. Except, his revenues have increased because a dead squirrel has caused his website to collect more links, thus rising in the rankings and becoming more visible in the search engines.

Frank starts thinking. If the linkerati like pictures of dead squirrels found in the waste pipe of a Bosch Dishwasher, I wonder if they will like a picture of a dead mouse stuck in a hose retaining ring? Frank goes on to find that people online find pleasure in emailing pictures of dead animals found in plumbing, thus creating an online gallery of user generated content and also creating a community of rabid fans who can be nudged to do things with help the marketing of the website.

Now, I’ve outlined a scenario which has happened many, many times. People fall into becoming skilled at using content to market their websites. These people have no obvious training in online publishing or any kind of publishing and yet they just seem to get it, whilst others find coming up with ideas for effective content incredibly hard.

My theory as to why this is so hard for the average business person to grasp is that they simply don’t have the time to understand the basic concepts of what works and why it works. It’s important to know why a piece of content works.

You laugh and share Fenton, but do you know why?

Content like this is sometimes called Linkbait, which is misleading, but that’s for another blog post. This skill of creating magnetic web content and using it to juice up the linkerati can be taught and is something I am going to be teaching with the launch of Linkbait Coaching 3.0. Which takes a focussed look at analysing what works, why and how to replicate it. It’s not ready for launch yet, but soon.

You could of course hire someone specifically for this task, or you could train someone in-house. Training in the art of content marketing will pay you back in sack fulls over time. Investing in creating better content is something that can be used over a variety of mediums and is not just for improving your Google rank.