Hear that? That’s the sound of hundreds of thousands of SEOs scrolling frenetically through 160 pages released by Google explaining their entire Search Quality Rater’s Guidelines. While one step short of an SEO ‘holy grail’, the move has been unprecedented and shines light on the facets of content that Google deem to be worthy of a top ranking. Jennifer Slegg, founder of The SEM Post, has spent the last week pouring over her leaked copy, bringing us practical insight into the power of ‘Your Money or Your Life’ pages, why we should all E-A-T regularly (be expert, authoritative and trustworthy) and what web content for Google is considered to be a major content turn off.
Did you hear the one about the software that can tell jokes?
Hello [insert name here], have you heard about automated copywriting? Ben Davis, senior writer at E-Consultancy, looks at the hot topic of job automation to ask whether us copywriters could ever be replaced by software (although, whether they’ll need to train the robots by locking them in their rooms for 10 years with a dodgy internet connection and bottomless supply of caffeine remains to be seen). Having challenged the producers of copywriting software Wordsmith to get their programme to display humour, Ben has not only witnessed some semblance of a joke, he explains how the algorithm can add a human narrative to hard data, surmising that copywriters who are in the game of “churning out copy in a perfunctory manner” are going to need to up their game, while those who already add value to longer-form, more creative copy are safe for now.
Be more mobile to traverse the SEO landscape of 2016
Ahead of the festive season, CEO of Keywee Yaniv Makover gives us his predictions for how the copywriting landscape might look in 2016 – and this year, like a land mass on a tectonic fault, it’s mobile! Yaniv explains how shorter content with punchier CTAs is the way to go for a mobile format, as well as the why publishers are now becoming comfortable with the idea of their content being viewed on social media sites, rather than linking through to their own. Cross-platform visibility, platform-specific formatting, targeted advertising and the dirty secret of paid distribution becoming, well, not quite so dirty make up his brief for 2016, with in-depth insight to help you practically address this brave new world of web content for Google.
Marketers and publishers now ravenous for digital content to ‘feed the beast’
With the internet initially giving print publishers and the more *ahem* traditional brands a severe case of the heebie-jeebies, the sweet taste of content marketing has become an ever more appealing prospect. With brands realising they need ever more sophisticated and social ways to interact with their customers, The Drum explores the ROI benefits of insight-driven content marketing now that advertorials have mostly bitten the dust. And, despite its intangibility in the eyes of many of the marketing and sales old-school, the need to ‘feed the beast’ of customer intrigue and sociability has given new life to the publishing industry.