Google Likes Good Writing

From the page, “Steps to a Google-Friendly Site”:

“Give visitors the information they're looking for . . . Provide high-quality content on your pages, especially your homepage. This is the single most important thing to do. If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site . . . Think about the words users would type to find your pages and include those words on your site . . . When returning results for a search, Google uses sophisticated text-matching techniques to display pages that are both important and relevant to each search . . . [but] Don't fill your page with lists of keywords, attempt to "cloak" pages, or put up "crawler only" pages. If your site contains pages, links, or text that you don't intend visitors to see, Google considers those links and pages deceptive and may ignore your site.”

When I was starting this company a writer friend of mine cautioned against a current and future competition: robots. He said that content machines are just pumping out articles full of keywords, and they can even write with voice. But I've read some of these “robot” pieces, and they sound like robots have written them. They may be able to use a formula to shove keywords into an article, but they can't give it heart and soul. 

I'm no stranger to SEO keywords, but it bothers me that writers need to force them in there inorganically (many writers complain about this formulaic form of writing). So, throughout the past few years, I’ve decided to still stick to my craft, to keep the focus on writing with style and form as opposed to repeating “best shoes in NYC” or “top five cafés in Lima,” in every paragraph, and just see how Google's crawlers liked my writing. 

And it worked. A few weeks ago Google showed my client The Value of Architecture their appreciation by vastly increasing their visibility. A year ago, if you googled "architectural real estate" TVOA would’ve popped up on the seventh page. Today, they're at the top of the list. I was very happy to be a part of that. 

It just goes to show that in the long run quality does beat quantity. It's not how many pages you can create—Google says, actually, to not duplicate pages; they will block you—or how many keywords you can shove into an article. What works is what should work—producing engaging content consistently that your audience can turn to for information. It’s about longevity, and being smart day in and day out. In other words, the good guys win. Thanks, Google.