Category: Marketing

Future Proof Content for Long-Term Profitability

Account Suitcase understands the importance of long-term online visibility to local business websites and how the frequent changes in search engines’ algorithms can negatively impact on local businesses. Specifically with Google, in its aim to increase the quality of search results, many sites have dropped in rankings for particular searches, including local search results.

What It Means To Future Proof Quality Content

Ever since Google started moving forward with its goal of coming up with nearly perfect quality search results, it has also set guidelines and signals that will either push or drop a website’s ranking. For content that is future proof, a drop in its ranking is unlikely to happen since its ranking is founded on quality, reliable link referrals, and social media signals.

A future proof quality content’s ranking is most unlikely to be affected negatively by changes in search engine algorithms such as Google’s Panda and Penguin updates.

And because content that is future proof receives more visitors and website traffic, the risk of losing profit and a prospective customer base is lessened.

How To Future Proof Content

There are several factors to consider in ensuring that a website and its content is future proof.

1. Creating Quality Content

A solid, quality content will always be easier to rank and exceeds the longevity of other content that is rather shallow and low quality. It is also, by nature, future proof because of its informational value that will encourage other websites to link to it, thus generating more referrals and visitors.

In addition, modifications to content that is already of a high quality are usually minor and made to accommodate updates on current or new information, if needed.

2. Inbound Links

Whilst the number of inbound links pointing to the content or web page is relevant in future-proofing content, the quality of inbound links is of higher importance. The authority of a page that points to another page is factored in more than the number of sites pointing to the same page. Especially with the anti-spam measures of Google, it is best to safeguard your content within a good neighbourhood and with a linking strategy that will continue to work in the long run.

Referrals from other quality sites don’t only help in ranking content; it also provides exposure to the audience of the external referring site, allowing the content to receive more visitors.

3. Social Media Signals

Social media works on its own and, at the same time, is in a way, being used by search engines in ranking content in search results.

However, when use in terms of ranking, there are several challenges when using social media. The quality of referral or exposure content receives from social media sites is valued depending on factors such as authorship, relevance and possibly, the number of people talking about it (linking to it) from social media sites.

On the other hand, content exposure on social media – through links – will ensure consistent online presence for the content. It may not necessarily receive visitors from organic search results, but it can still receive a targeted audience just the same.

One more highlight of social media in terms of future-proofing content is that, because it does not rely on search engines, the content will continue to receive visitors regardless of changes in search engine algorithms.

4. User-friendliness and Mobile Connectivity

Whether using smartphones or tablets, website content should be optimised for mobile connectivity. Future-proofing content doesn’t only mean making sure your content will always be found, it also means your content is accessible on various platforms and in the most convenient ways for users.

Why is this important? The activity and conversion rate on the site is influenced by how accessible and easy a user can navigate a site. If one of the goals of the content or page is to keep extending its lifetime, it should also cater to the available improvements that change over time to enhance user experience.

Future-proofing content may not seem an easy task, but it is an important step for businesses that want to improve their longevity in the industry through long-term online visibility.