The semantic content improves positioning 45% of the time
For a month we performed an experiment with content that brings semantic values and with simple HTML5 content. 45% of the time, content with semantic values created with the guide of the book «HTML5 para periodistas», improved search engine rankings. 225% of the time the outcome was neutral. The test shows that the semantic value of HTML5 positions better and faster.
The relevance of secondary content for positioning
Analysis of the criteria Google in the new version of the Google Quality Rater’s Guidelines on the assessment of secondary content. Examples of internal manual only provide usability to the site, but don’t exclude the use of other formats with more semantic value: illustrations (figure) and column features (aside, in HTML5 language).
The ‘attraction content’ do not inspire confidence, according to a study
The content created for SEO, as blogs, customer testimonials or certificates of quality, don’t generate confidence in online commerce to users in proximity companies. A Study by Local Bright, with 811 respondents in the U.S. and Canada, shows that users appreciate the list of products and prices, clarity contact details and actual physical proximity.
The crisis communication plan must always be integrated within the content strategy. The first response, in case of seriousness crisis, should be the modification of the corporate main page using informative elements of the damaging news but for its own benefit. All communication must be done from the corporate site, regardless of the dark sites.
The bulky instruction manuals that are delivered along with the products are obsolete. They are little effective communicatively and expensive for the manufacturer. Implementing a successful content strategy will improve the brand communication of the product guides and greatly reduce production costs.
‘title’, essential in the writing of semantic content
The 5.2 HTML update gives the title attribute a new role. The goal is for Assistive Technology (AT) to semantically identify the content. The AT devices will understand the content and will be able to summarize it or extract the data to answer user questions. Content that does not fit these features will be invisible on the Internet.
SEO manipulations of content that now penalizes positioning
Changes in the algorithm of Google are affecting maneuvers on the content to improve positioning. Techniques such as Article Spinning, Link Chaining, Stitching Content or the access restricted to content are discovered now by the search engine robot. All they behave penalties. The only viable solution is to build a solid and overall content strategy to change the communicative paradigm of brands.