The Complete Idiot's Guide

Growing Your Business With Google
By Dave Taylor

Content, Content, Content! (Chapter 15)

In This Chapter

• Update Your Site Frequently
• Should you add a discussion forum?
• Considering games and surveys
• Finding additional content for your site
• Weblogs as content management systems

With billions of pages in its index, Google can't refine its relevance formula on a daily basis. Instead, every few months Google does what insiders call a Google dance, where it adjusts how relevance scores are calculated and essentially modifies the results list for every search on the site.

The inevitable result of a Google dance is that some website owners complain that they have a noticeable drop in traffic while others exult that their websites have quite a bit more traffic than they're used to. Within a day of each dance web developers are trying to ascertain what changed in the formula so they can update their sites and improve their relevance scores.

Tip: The Google dance is a sporadic adjustment to the Google relevance formula that results in your pages being ranked higher or lower for specific keyword searches.

This entire approach is wrong, however, and illustrates the impossibility of trying to "figure out" and "trick" search engines. It's like a Cold War military exercise, with the search engine developers creating new formulas that promote legitimate sites to the top and the search engine optimizers trying to figure out the changes and devise new strategies to boost relevance scores. The losers in this exercise, of course, are both you as the website owner who has a business to run, and people who use search engines to find legitimate content on reputable websites.

The long-term goal of all the tweaks and modifications to the Google relevance score formula -- and, by extension, to the Yahoo search and MSN search relevance engines -- is to be able to identify real content and present it as the best possible match for any given search. This means that even if websites aren't ranked highly today, as time passes and analysis improves, sites with lots of good, relevant content will continue to move up and gain traffic and visitors.

This isn't to say that you shouldn't apply the techniques highlighted in this book to better your chances of being identified as high-quality content, but to emphasize that it's the content, your articles, information sheets, product literature, white papers, and even commentary on industry events that is so important.

This is the beginning of chapter 15 of the book Growing Your Business With Google by Dave Taylor. There's lots more information online, but if you've read this much, you'll undoubtedly find the book of great value!


Category: Inside The Book   (Article #4331)
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Growing Your Business
Welcome, Entrepreneur!
Join me in Chicago for the System Seminar and learn even more about Internet marketing
Learn about business writing with a free ebook
Announcing the Growing Your Business with Google workshop!
How to Get Started with Google AdSense
How quickly should companies respond to customer email?
LinkedIn + BusinessWeek poll = connection spam?
Tips for getting more traffic to your blog
Search Engine Friendly, or Easy Navigation?
The Table of Contents

Inside The Book
Foreword, by Guy Kawasaki
Introduction to the Book
Increasing Your Business Visibility (chapter 1)
The Benefits of Increasing Your Visibility (Chapter 2)
What Is Google Anyway? (Chapter 3)
Learning about Google Search (Chapter 4)
Disassembling the Google Search Engine (Chapter 5)
What's Your Core Business? (Chapter 6)
Living in an Online World (Chapter 7)
Your Business Website (Chapter 8)
Assessing Your Competitors (Chapter 9)
Keeping Track of Customers (Chapter 10)
The Basics of Building A Good Business Site (Chapter 11)
Developing Online and Offline Content (Chapter 12)
Stretching Your Marketing Dollars (Chapter 13)
Secrets of the Online Marketing Masters (Chapter 14)
Content, Content, Content! (Chapter 15)
Becoming a More Popular Site (Chapter 16)
Becoming an Online Expert (Chapter 17)
Advertising Your Business with Google AdWords (Chapter 18)
Making Money with Google AdSense (Chapter 19)
The Advantages of Affiliate Programs (Chapter 20)
Avoiding Dumb Online Promotional Mistakes (Chapter 21)
Growing and Expanding Your Content (Chapter 22)
The Future of Findability (Chapter 23)

Reviews and Testimonials
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Initial "Growing Your Business with Google" Press Release

Search Engine News
Google Friends Newsletter, Sept 2008
Bill Gates: The Age of Software-Powered Communications
Google Friends Newsletter - April 2007
Beta announcement of Google AdSense Referrals
Enabling Secure Anywhere Access in a Connected World
Google Friends Newsletter
Google Launches Hosted Communications Services
AdWords now has fraud analysis accessible to advertisers
Google doesn't support click fraud. But isn't that obvious?
Welcome to Google's online payment system, Google Checkout
Google now offers Ad Scheduling for AdWords
AdSense click fraud done by robots?
AdSense: Google's Hidden Payroll
Fun new Google service: Movie info
Google agrees to pay $90 mln in click fraud suit
Latest news from Google: Google Friends Newsletter
Nofollow: Another salvo in the Spam Wars
Google Toolbar Gets Personal
Yahoo Search redesign scheduled?
Note from the Google AdSense Team
What's the future of Pay Per Click (PPC) advertising?
New Google AdWords Keyword System Released

Updates for Readers
Blogging for Search Engine Results
Why does advertising site Chitika audit commission payments?
Google Adsense Update: Section Targeting
Understanding "link:" results (book errata)

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