Content strategist: relevancy over abundance

For many years we have been talking about the dispute between quality content in relation to the quantity of content, but Google’s updates this year have made it clear that it wants to give quality answers to users. For this reason, the giant Google takes into account the “domain authority” for a given topic and, consequently, the type of content that is hosted there.

Domain authority (DA or DT) is a measure or value that identifies the reliability, popularity and quality of an entire website. A rating from 1 to 100 is used to determine the authority of each domain, where 100 is the highest and is based on the idea of PageRank, the algorithm that rates the relevance of a page to determine its ranking in the results. In other words: the higher the score, the more likely it is to rank well.

In addition to this, another thing that has become clear in the months so far in 2022 is that Google increasingly understands the intentionality of the user’s search. Therefore, it also performs a more intensive and better quality search to find the best answer to each intention.

Within this logic, snippets or featured snippets stand out, where it is no longer necessary to click on a website to get the information you are looking for. It is right there on the Google search results page.

This information can appear in many places, but the most searched position is right at the top of the page, before the list of organic pages. Over 60% of the search results returned by Google are now featured snippets.

Being number one on the results pages is no longer necessarily the main goal to aim for, but we must consider an end-to-end strategy that ensures we detect all the touch points and key messages for each of them.