For one, Google has borderline unrealistic demands when it comes to content. Not only do you have to post new content frequently, but that content has to be of high quality. It has to be original, too. Google will know instantly if you just say the same thing again and again.
A recent Search Engine Land article talks about Google’s content requirements. According to the article, businesses can either rank extremely high or low for their keyword based on the quality of their content:
A couple of years ago, if you wrote a blog once a month, you were ahead of the game. If you repeated your keyword in the blog a few times, then you were an SEO master.
Now, businesses have to blog at least once a week. And you can’t just recycle your website content. You have to expound upon new topics, articulate your thoughts clearly, include new research, and carefully add outbound links to other good websites.
It’s a handful, but it’s something worth investing in. Google’s demands may not be easy, but they’re at least clear and transparent. And once you understand the search engine’s impact on your marketing efforts, you won’t think twice about listening to Google’s advice.