Why Engagement Is The New Rule Of Content

Why Engagement Is The New Rule Of Content
SHARE
THIS



In this guest post, King Kong’s head of growth, Sabri Suby (pictured below), takes a look at recent changes to Google’s rankings and how it will affect content makers and the measure of any content’s success…

Changes to Google’s ranking algorithm mean that time on a page is valued higher than the number of clicks. With these new rules in mind, how can you fire up your content marketing and wage a war of words on your competitors?

Screen Shot 2018-05-22 at 2.31.49 pm

Content marketing success is no longer measured in terms of clicks and backlinks. Dwell time and low bounce rates are the new search currency, spelling the end of the clickbait era for good (I hope). Finally, the battle for eyeballs will be fought out through wisdom, not simply information.

Social triggers hero better content

Search is evolving. Once upon a time Google based a page’s ranking on who and how many linked to it on the premise that it meant the content was worth referencing. But when the trade in backlinks exploded, Google had to find another way to rank pages. Enter social triggers, a measure of who is sharing and talking about content.

The battle plan for this new algorithm is twofold. You still need backlinks, done properly, in your armoury to assert domain authority. Secondly, social authority via sharing and discussion is the trigger to make your content more visible. This is a component that has never been as vital as it is today.

Wisdom worth engaging

So, how do you capture attention and boost ranking, you ask? Deep, engaging content. The longer you can get someone to stay on your page, the better ranking you will earn. Long dwell time, low bounce rates, scroll depth, comments, and shares are now the new drivers of a good ranking. If content is king, engagement is most certainly its queen.

A standard content marketing approach would see an article or post targeting keywords that Google would then rank. Keywords are still an important part of categorising content but it’s less important when it comes to ranking. For that, Google now factors in dwell time and bounce rates. This means if a visitor lands on your page and sees a shallow piece of clickbait content, their dwell time will decrease, bounce rates will sky-rocket, and your ranking takes a hit over time.

The lesson here is that you should, without hesitation, be aiming for quality over quantity. It’s better to publish one meaty article monthly than two tepid blog posts week. Only a few years back it was about how much you were pumping out, but when everyone and their neighbour caught onto this and began releasing a flood of content, it diluted the value of that content. A 400-word piece without imagery, graphs or free reports attached to it just doesn’t cut it any more.

The algorithm is now rewarding true value. Content now must be irresistible, to capture a visitor’s attention and engage them. Entertain them, enrich them! It needs to have a WOW factor so great they can’t not share and discuss it with their networks. This is where wisdom outranks information every time: wisdom is value you can take away and implement. People are drowning in information, but are hungry for value and wisdom.

And wisdom is more likely to generate an action from the reader, so you can move your ideal audience further along the customer journey. This shouldn’t only be about rankings.

Long-form lives

There was a theory not so long ago that reading things on the internet was killing our attention spans. Short, punchy pieces were the name of the game. In fact, this was a somewhat self-fulfilling prophecy: people consumed more short pieces because more short pieces were being published. While, in parallel, we saw the opposite occurring. Audiences were starting to engage more with longform articles.

One example of this is the handiwork of the heroes over at Grammarly. You see, Grammarly has two blogs: one focussing on spelling and one on grammar. The average length of a Grammarly piece that ranks on page one of Google is 2,800 words long. Yep, 2,800 words each! The specific, relevant and interesting content entices the audience to read deeply, boosting dwell time and reducing bounce. And for that Google has rewarded Grammarly with all the spoils of war – the much-coveted rank of first, second or third for 250,000 keywords in the US market. Booyah!

We have also found long-form valuable in our own content marketing efforts. The average case study we publish sits at 8,500 words. Our case studies demonstrate an entire business’ strategy in subsections, where a reader can take what they want – maybe they only want the SEO strategy or perhaps only the Facebook strategy and apply it themselves, which is why people read them. The in-depth studies might take us two weeks of research and analysis to create, but they are key in our battle plan for search ranking and are a super strong magnetic customer acquisition tool.

Content has always been about providing value, but thankfully (I mean, who really wants to publish the lukewarm?), the way Google measures that value has evolved. Backlink numbers are foundational, the real shift has been how social triggers and interaction with the content, come into play. In this world, clickbait is like consuming empty calories – a waste of time for all and sundry. Instead, focus your game-plan on irresistible, engaging content and watch the dial shift on the value of the attention that ensues.

Please login with linkedin to comment

King Kong Sabri Suby

Latest News

Kathmandu Launches An ‘Out There’ Sonic Logo
  • Campaigns

Kathmandu Launches An ‘Out There’ Sonic Logo

Outdoor lifestyle brand, Kathmandu, has teamed up with international music agency, MassiveMusic, to bring the brand sonically to life with the launch of a distinctive audio identity. What do you get when you combine the sound of you outdoors, a wooden melody and a unique bird call? The Sound of Kathmandu. Sound gives shape to […]

#OnlyOnTwitter: Top Moments In Australia 2021
  • Campaigns
  • Technology

#OnlyOnTwitter: Top Moments In Australia 2021

Twitter’s top moments in Australia revealed that this year, not unlike last, has been a unique one for us Down Under but our sense of humour and shared love of sport were a few things that helped us get through together. Twitter has been focused on serving the public conversation while connecting people with the […]

Method Announces Agency Development Partnership With Snapchat
  • Marketing

Method Announces Agency Development Partnership With Snapchat

Creative technology studio, Method has been selected as one of Snapchat’s first agency development partners across Australaisa. As one of a group of early Snap Development Partners selected across Australia and New Zealand, Method is able to provide clients with the opportunity to design and create Snapchat filters and games aimed to reach audiences across […]

Big Ads’ Rich Media Solution Now Integrated With The Trade Desk
  • Advertising
  • Campaigns

Big Ads’ Rich Media Solution Now Integrated With The Trade Desk

Big Ads and The Trade Desk have joined forces to enable traders to build rich media ads which are ready to serve at the touch of a button. Once built-in Big Ads’ creative & deal ID platform Buddy, the tags are deployed directly to The Trade Desk for the campaign to go live. Tech teams […]

Pinterest Expands Parental Leave Policies
  • Campaigns

Pinterest Expands Parental Leave Policies

Pinterest’s progressive parental policies are being expanded company wide. Beginning on January 1, 2022, employees in all global offices will have a minimum of 20 weeks of parental leave. This benefit extends to adoptive parents who will also have 20 weeks of paid leave which was previously 16 weeks. This is in addition to an […]

Acast Nabs Daisy Smith As New Regional Automation Director
  • Marketing

Acast Nabs Daisy Smith As New Regional Automation Director

Independent podcast company, Acast, has further grown its Australia and New Zealand team, hiring Daisy Smith as the region’s new automation director. Having jumped ship from Nielsen, Smith will now lead Acast’s local programmatic advertising offering, as the company continues to develop automated ad buying for agencies and direct clients. Smith boasts previous experience with […]

SCA Teams Up With Salesforce
  • Campaigns
  • Media

SCA Teams Up With Salesforce

SCA has teamed up with Salesforce. Although that's not to suggest Salesforce will be hosting the Triple M Grill Team.

Rethink Ink: A Fire Inside
  • Media
  • Partner Content

Rethink Ink: A Fire Inside

It's the latest in B&T's series of Re-Think Ink. That's the power of print and not anaphylaxis from ordering the squid.

Meltwater Appoints John Bissinella As Enterprise Solutions Manage
  • Campaigns
  • Media

Meltwater Appoints John Bissinella As Enterprise Solutions Manage

Meltwater has appointed seasoned media intelligence executive, John Bissinella as enterprise solutions manager for ANZ to help drive the continued expansion of its Enterprise solutions. He joins with a remit to consult Australia and New Zealand’s largest organisations on how to leverage the most comprehensive news, social and customer insights data available. Meltwater’s enterprise team […]

Sixt Teams Up With Bastion For A New Integrated Campaign
  • Campaigns

Sixt Teams Up With Bastion For A New Integrated Campaign

Global vehicle rental and mobility provider, Sixt, has teamed with Bastion Creative and Bastion Experience for a new integrated campaign. After launching into the Australian market, Sixt is now leveraging its “Above and Beyonding” brand positioning with eight separate film executions, several digital, print, and outdoor components, and specific creative to support its 163 retail […]