When Google gets started releasing changes and updates, they really go
all out. On the heels of the new Gmail inbox and the new linkbuilding
guidelines, Google has also recently rolled another feature. While the
first two deal with two big chunks of internet marketing real
estate-email marketing and SEO respectively-this latest rollout hits
marketers right where it counts-in the content.
The new “in-depth article” feature that Google rolled out brings up the
age-old question, “What is quality content?” In the “Content is King”
age, this is a question that is constantly being redefined for internet
marketers, being pushed further and further to the boundaries by
mystical Pandas and Penguins. But now, Google has pushed this concept
of quality content even further-it must now be “in-depth!” Wait, what
the heck does that mean!
The Quality Question Unconfused
As if things couldn’t get confusing enough, apparently this new feature
was pushed along by the statistic that 10% of people who are making
daily searches want content that is more “in-depth.” Okay. Ever the
giver, Google has given the people what they need-and coincidentally
what 90% of the people apparently don’t care about-with in-depth
Of course, this raises the question about just how many resources we as
marketers should be directing into this 10% of the market and if you
said “10% of our marketing resources”, you might be jumping the gun.
The idea behind the in-depth audience is that Google is trying to create
the “perfect search engine” which they have loosely defined as the
searcher getting the right information at the right time without the
viewer even asking for it.
Wait, does this mean that Google is actually a giant marketing firm?
Well of course it is! How can you bring people information that they
don’t know they want? That’s the marketers job, so with this, Google
has really outed its motives. Of course, we all knew that, so with that
in mind, let’s take the real “in-depth” look at in-depth articles.
What Constitutes an In-Depth Article?
It may come as no surprise that the in-depth article results from Google
come from the big brand names in information. Essentially, the big fish
in Google just got 10% bigger. Well-published sources are coming up big
in these in-depth searches despite the fact that Google promises,
“you’ll also find some great articles from lesser-known publications and
blogs.” Who knows if that’s something that is going to come, but right
now, is it really worth trying for that? Or should this in-depth
article sector be completely ignored?
Right now, I’m leaning towards the latter. Until Google can make some
big strides in proving that this isn’t just another way to get the big
cats even fatter, it doesn’t behoove the common internet marketer to
spend marketing funds on cracking this niche. Just keep plugging away
at quality content and let the market come to you.
Diving into the Depths
But what if you want to go for an in-depth ranking? Well, the
guidelines seem simple enough.
– First, the content has to be well-researched, comprehensive,
completely unique and utterly informative.
– It must also be between 2000 and 5000 words and about 20% of your
content needs to stay relevant for at least the next four months
(sorry fringe marketers in constantly shifting landscapes).
– you have to have an indexable image (at least one)
– Hour markup language has to have a headline, alternate headline,
image, description, publishing date, content, pagination,
canonicalization, a log and authorship.
– Oh, and it goes without saying that if you don’t have a Google+ account,
don’t bother trying.
now even if you do decide you want to start creating in-depth articles,
it doesn’t mean they have to take you a lot longer to create. you can
still create very high quality articles FAST! How does 10 minutes sound?
Author: Garry Desmarais
If you’d like to be able to write unique articles in 10 minutes then
you’ll probably want to check out 10 Minute Articles.