There’s no shortage of content for Google to index these days. As of July 2019 there were nearly 1.7 billion websites, and each day about 500 million Tweets were sent and about 5 million blog posts were published—and those numbers just keep growing. Generating content for the sake of having it around is no longer a winning strategy, because the tremendous scale of content generation means that companies can’t assume that any of their content is guaranteed to be seen.
The old adage “Content is king” holds true only if the content can attract attention in a very crowded field. Today, for all intents and purposes the ultimate arbiter of what is (and isn’t) attention-worthy is Google and companies that want to get their content in front of an audience need to make sure that it has the relevance and freshness that are likely to improve its rankings in Google search results. By following these five suggestions, organizations can more effectively reach their target audiences.