And one that varies from one business to another.

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A By creating truly exceptional content.High-Quality Content: The Alpha and Omega of Organic RankingsAlthough it’s vital to optimize your content for maximum discoverability, your primary focus whenever attempting to rank for a keyword – regardless of its search volume or competitiveness – should be on creating the most exceptional content you possibly can. Every time, all the time, now and forever.We don’t know exactly how Google’s algorithms work, or even the precise ranking signals it uses when evaluating a website or piece of content. We do know, however, that quality and relevance are two of the most important elements when it comes to organic rankings.

Think of it in the same terms you would for PPC. We know that at least some of Google’s ad Benin WhatsApp Number auction algorithm is based on ads beating the expected CTR for a given keyword:Keyword search volume expected CTR graphGoogle’s ad auction algorithm is based on ads beating the expected CTR for a given keyword [graph via WordStream]As you can see in the figure above, AdWords accounts with higher Quality Scores typically exceed the expected CTR for a given search term. By beating the expected CTR for a search query, Google can infer that the ad in question is strong, given that more users click on those ads than others.The same principle applies to content and SEO.





Beating your competitors by achieving higher-than-average click-through rates tells Google that your content is relevant, of high quality, and deserving of greater visibility.Although the figure above was created by examining WordStream customer data, this theory has been backed up by other sources. Check out this graph that originally appeared at Moz:Keyword search volume position according to CTRThe impact of higher-than-average click-through rates, as corroborated by MozThis graph demonstrates that search results with the highest click-through rates also occupied higher positions on the SERP. This reinforces the concept that content of higher quality will rank more highly than content with a lower CTR.(To learn more about improving your “organic Quality Score,” check out this fascinating post by Larry about Google’s RankBrain.)Pump Up the (Search) VolumeKeyword search volume is a complex topic.