Your content is an ‘in-depth article’

Some recent changes to Google have left many wondering; What next?
And for some businesses it’s a great opportunity to revisit their established SEO strategy and ensure it’s to their liking. So when a study back in 2012 determined that around 10% of searches were looking for extensive, in-depth and quality information, a new opportunity arose.

Since August this year your searches may have looked a little different. A box at the bottom of your search results page – In depth Articles?

In-Depth-search-results-in-google

And the relevance to your practice is?
More valuable content can assist in client confidence = enquiry conversion to consultation.
You do it every day without realising it. You deliver high quality, in-depth information on just about every consultation. So it’s not impossible to re-invent what you see as every-day communication into an article for a larger audience? And now we even have some guidelines [thoughtfully provided by the Google team themselves] to help ensure that information rates with your audience.

How Google Determines the value of an ‘In-Depth Article’ 

A joint study by Denis Pinsky and Dr. Peter J. Meyer reveals some valuable insights to get you started…

Source; over 60% of all in-depth articles are by the following top 10 publishers:

  1. nytimes.com—25.3%
  2. wsj.com—8.0%
  3. newyorker.com—5.7%
  4. theatlantic.com—5.6%
  5. wired.com—4.2%
  6. slate.com—3.9%
  7. businessweek.com—3.7%
  8. thedailybeast.com—3.3%
  9. forbes.com—2.8%
  10. nymag.com—2.7%

Publish date, half of the in-depth articles searched for the study were published during or before 2011.

Interest Category, the top 10 categories that have the biggest percentage of in-depth article results are the following:

  1. 14.4%—Family & Community
  2. 12.8%—Health
  3. 12.0%—Law & Government
  4. 7.2%—Arts & Entertainment
  5. 7.0%—Finance
  6. 5.8%—Jobs & Education
  7. 5.6%—Hobbies & Leisure
  8. 4.8%—Computers & Consumer Electronics
  9. 4.4%—Internet & Telecom
  10. 3.6%—Food & Groceries

AND Beauty and Personal Care 1.6%

In-Depth research looks difference since August 2013

In-Depth research looks difference since August 2013

So – most in-depth articles come from reputable, well-established resources (mostly from offline publications with online versions). And there is a tendency for current [rather than very recent] content within certain interest groups.

And Google obviously want more of this type of content to rate because they have provided a guide to hep do that. So as a private publisher, can you rate?

An easy to follow guide to well rated articles

An easy to follow guide to well rated articles

NEXT STEPS
Check out the GUIDE which provides recommendations for layout and many other valuable gems that can help you get started.

Hope this inspires some of our very clever practitioners to consider educating our audience in a new way.