In online marketing, there are always discussions about whether and how you can successfully integrate content marketing on your own blog or website. Here, two Google algorithms appear repeatedly in the discussion: Panda and Hummingbird. Although these two algorithms belong to Google’s company secrets, Google itself also gives hints repeatedly on how good (!) content can be written.
Google has wanted to bring about a change in thinking since 2013 (and increasingly since 2017): Content should be of high quality, instead of pure information now also contain applicable knowledge and banish pure SEO optimized texts and articles in search results. Of course, the keywords that specify the article and let it be classified continue to play a weighty role. But keywords and backlinks will lose importance soon. Furthermore, Google has declared war on article spammers. Thus, Google introduced further criteria, so that the article quality – from view of Google – rises. Google speaks in this connection of reader-specific criteria. With this specification, knowledge-oriented elements are to be integrated in contributions, reports, and articles, which have a added value for the reader.