There is one thing that Google is harping on about in its search engine results page (SERP). This is the context of the search. Google has been trying to create the best SERP based on the context of the search. It has gotten to the point that it includes other things about you and your prior searches in order to understand what the search results mean for you.
That means that the SERP are no longer just about the keywords you typed. It means that Google is trying to understand what you want to see on SERP. It includes your location, and the context of your prior searches, as well as the pages you have been to. What has not changed is that the SERP also provides the best sources of information possible. The SERP typically provides authority figures or websites with high credibility.
Authority and credibility
For those keywords which are services or products, the authority and credibility is computed by Google based on the web presence, this includes the number of same-industry websites which link to your site. It also refers to includes the articles which you have on your site, or in other sites which are attributed to you or your Google persona. It also takes into account the volume of articles, and the breadth of topics related to the authority subject.
In easy to understand words, it takes into account your brand.
To get an idea of where you or your brand is, take a look at your web presence:
- How many social media followers do you have?
- How many likes and comments do you elicit?
- How many web articles have you posted?
- How many topics or subjects have you written about?
- How long are your articles?
What do you know?
Moving forward, the task is to write articles on the company blog, or on your own personal blog, about things that you know, or are related to your work or industry.
What do you know? What service can you provide? What product do you sell? These are the things to write about. You also have to write it regularly and explore all possible aspects of the topic. You are developing a brand, you are now supporting the brand by putting out quality work online proving that you know what you are and what you are offering.
You do not have to know everything about your product, although that is expected of you. Whatever that you do not know, you can write about later. You can have stock knowledge up front in your blogging calendar. The rest will follow.
What is your passion?
One advice given to those who are just starting out in blogging, is to write about a passion. When you write about something you are passionate about, you would be writing about a topic you have a better than average knowledge about. It is something which fires you up. You are easily motivated to write about it.
If you have a personal blog, you can write about your hobby, or your personal travels, or food you have eaten at restaurants.
Although it may not be true for all cases, but generally, if you are passionate about something, that means you are an authority about that topic. If you are not an authority about the topic, then at least you know where to get the information about it. You may not be credible in the beginning, but in time, you can establish your credibility. Or at least, you can establish your credibility with Google.
If you have a hobby which is not aligned with your brand, product or services, you can still write about your passion, and use it in parallel with your brand. You can talk about how your hobby is related to what you do or what services you offer.
Write it down and post it
For a lot of people, the problem with blogging is that it is a form of writing. Not every blogger is a writer. Some are video bloggers, others are photographers, while still others are podcasters, or digital artists. If you are not comfortable writing in English, then write in another language. If you are good with graphics, create an infographic.
Create it, write it and post it.
For written articles, strive to have posts longer than 500 words. For video and audio posts, try to have them longer than 5 minutes, depending on the frequency and topic. For photographers, try to re-post in other websites, including Deviant Art, Pinterest, Instagram, Flickr, Unsplash, Reddit and Tumblr. For infographics, check out the graphics sizes on Pinterest, and repost on Twitter, Facebook, Reddit and Tumblr.
Google is searching for authorities and credible brands. When you keep regular posts, you are creating your brand’s credibility.