Single-topic focus addresses Google bias

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 11, 2021, 2:19 PM UTC

Google’s algorithm prioritises websites that focus on a single subject in depth while deciding search rankings.

This piece suggests several white hat strategies that marketers can use to combat search engine bias. Google’s algorithms are programmed in a way which suggests sources that tries to match and satisfy user’s search intent and past behaviour. Along with algorithms, domain authority can influence search bias. 

Crafting unique, long-form content that educates users on early-journey topics can help marketers address the bias. Companies should also ensure their content highlights their and the industry’s perspective on the topic.

Creating extensive guides, blog posts and white papers and more can further help marketers portray authority and establish themselves as subject matter experts. Marketers should also look for link building opportunities and ensure content relevancy to combat bias.

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[9 minute read]