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How can you objectively tell if you have adequate, good, or great content?
let's hope not, because there's more than one way to do it. responsive design is not the only solution for good user experience on different screens - not even the best necessarily. i have two different layouts, a website and a webapp with server-side browser detection depending on screen size and touch capability. i'd find it unfair if google would reward others, resp. penalize my approach. they shouldn't get into the game to dictate our web design as well.
[edited by: ColourOfSpring at 3:14 pm (utc) on May 17, 2013]
If it isn't, they fall back on authority, and if they can't figure out the authority, they go with brand.
If google closes their doors today what happens to my business?
First come the innovators, who see opportunities that others don't. Then come the imitators, who copy what the innovators have done. And then come the idiots, whose avarice undoes the very innovations they are trying to use to get rich. Warren Buffet
Interesting distinction - how do you think they define a difference between authority and brand? I've thought they lumped the two together for the most part.
[edited by: netmeg at 3:29 pm (utc) on May 17, 2013]
The bottom line is, it's possible to not need Google (or any other individual company) so badly that your business will die without them.
I think everyone is forgetting the definition of "great".
In a world that everyone does what is necessary to get by we forget that ordinary or adequate does not define greatness. It has to be extraordinary. It has to be above and beyond. It has to be better than anything that has been done before.
Find a need and fill it with the best content out there, package it in a container that outshines the competition and deliver it with faster speed than anyone else, and you will get close to having a "great" product.
How can you objectively tell if you have adequate, good, or great content? Look at your bounce rate and dwell time. High bounce rate and low dwell time means your content sucks. High bounce rate but high dwell time means that you satisfied their query. Low bounce rate and low dwell time means that they are having to work to find the information. Low bounce rate and high dwell time means that they are liking what they are seeing and want to see more.
Right but then the tree surgeon needs to figure out how to send out the right signals (Google is not a mind reader, no matter much they might think otherwise) and/or find different channels with which to market their service. Organic search isn't ever going to be the top solution for everyone, even if they have great rankings, and if you're really really good at what you do, you need to find a way to let people (real people, not search bots) know that.
If you like my tree surgery service like me on FB or Tweet about me on twitter for a 5% discount. Not hard to figure out how to show that your "service" is liked.
Or if you're the best tree surgeon for miles around, just let word of mouth do the job for you. Then you won't need to bother with mailing lists, great content, advice, etc.. if you don't want to (which most tree surgeons probably don't).
[edited by: ColourOfSpring at 4:39 pm (utc) on May 17, 2013]
That 2nd company I mentioned that offered a mediocre-to-poor service probably wouldn't get much word of mouth offline, but they can make up for it online with some clever marketing and great content
But it shows that really what Google are rewarding is great marketing, not necessarily a great service or product.
Google is a directory of websites, not a magic thing that can guide you to any solution, on or offline, to your various daily wants and needs. But people don't understand that.
I seemingly wasted many hours creating mobile and responsive yet no one wants to use them even though they are only a click away.
Crap service..loads of complaints online..but more people were talking about him, than were talking about the good guys..