You’ve probably heard all of them: the predictions SEOs, writers, and marketers make about what the new year will bring for content, SEO and traffic. One of the main things we’ve heard time and time again is content. Specifically, “2016 will be the year that content comes out to take over the world.” But is it true? These claims are based on the upward trend of content over the last several years and we believe that, yes, 2016 will be the year that content becomes more important than ever before. Here’s why. Content is King Bill Gates told us that content is king way back in 1996 and, although several marketers have proclaimed that the “king” is dead, it doesn’t seem to be true. At the beginning of 2015, 80 percent of marketers were planning to spend more on content that year and it’s fair to assume that these numbers are only continuing to climb. Right now, nine out of 10 B2B marketers use content marketing and 60 percent do so on a weekly basis. These numbers would seem to suggest that content is far from being dead. In fact, it seems to be alive and kicking. The importance of content for the coming year has been reinforced by the recent release of Google’s Search Quality Evaluator Guidelines. These guidelines, meant to help the wizards behind the curtain at Google headquarters rank and rate websites, were released in full in late 2015 and a great deal of the guidelines’ 160 pages focus on one thing: content. Specifically, the guidelines lay out how evaluators can determine what’s high-quality content and what’s low-quality content. The guidelines make it very clear that content may be more important than ever when it comes to ranking well and staying there in Google’s indexes. In fact, the Google guidelines state that the difference between a high-quality page and a low-quality page can be determined by content and content alone. According to Google, pages that rank as highest quality need the following things:
- Very high quality main content (MC) that demonstrates expertise, talent, and skill;
- A high level of expertise, authoritativeness, and trustworthiness (E-A-T) within the content and on the page;
- The website or author must have a very good reputation when it comes to the page topic.