The Best Content Doesn’t Equal Best Google Rankings

One common misconception about SEO is that if I just publish the highest quality page about a topic then I will rank on the first page of Google. Unfortunately this is often not the case at all. You have probably seen examples of a page with inferior content ranking above content that is better. One common example is Wikipedia, which ranks number 1 for a vast number of topics, even though the information may be incomplete or inaccurate.

Why is this the case? The main reason is that Google search results pages are generated according to a complicated algorithm and not by people. The algorithm is constantly getting better at providing high quality results but artificial intelligence is still very limited. Therefore, the primary driver of rankings is based on the number and quality of external links to your site.

So writing awesome content may get you to the top of search engines, IF people happen to find it and start linking to it. However, you can improve your chances by proactively going after links.

There number of ways to get links is only limited by your creativity. One method is emailing influential bloggers and telling them about your content or asking for a link. Another method is allowing other sites to republish your content on their site with a link back to the original work. Additionally you could find similar content on the web and then research who currently links to that content and then request that they also link to your content.

Charles Sipe is an SEO Specialist at Sparkplug Digital. Feel free to email charles@sparkplugdigital.com with any SEO questions you may have.

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