Today is #NationalBikiDay, and though today’s theme may not be directly related to digital marketing, its historical evolution through popular culture most certainly does nod its hat to Google’s own evolutionary process in rewarding content.
Created by Louis Reard in 1946 where it debuted in Paris, the bikini caused quite a shock wave to ripple through the world. Even then it was a far cry from the modest one-piece that left everything to the imagination. As time progressed and attitudes to the female body shifted, the designs became liberated and evolved into the more stylish swimwear we have today, such as the string and micro bikini.
The Shifting Trends of Google’s Algorithms
Since its conception, the way in which Google honors content has seen some pretty dramatic changes. Back in the day every SEO hack could keyword stuff the hell out of a page and run multiple black hat tactics to rank it well. And at the time it worked because consumer search behavior had not yet evolved to a place where they demanded better search results. Then consumers started changing their online habits, and as Google recognized quick bounce rates on high ranking pages, they knew they had to evolve to stay relevant by placing higher demands in quality. The best SEO agencies that do inbound marketing have already been using customer-focused content with great success. If you aren’t working with one, you may want to consider it or at least ask yourself if you are capable of making your content sexy and relevant to the right people.
Google Demanded Shifts to Modernity, Your Content Should Too
If you were a child of the 60s you may remember the song ‘Itsy Bitsy Teetie Weenie’ by Brian Hyland about a yellow polkadot bikini and the shy girl wearing it who couldn’t come out of the locker room for fear of being indecent. Then still “being afraid to come out in the open” she emerged wrapped in a blanket and sat “bundled up on the shore”. The 60s was a powerful era for sexuality and freedom of expression, as it was straying away from the conservative 50s and a society that demanded uniform behavior. Though there was still a bit of fallout left over from the 50s, society started updating their views on decency and as a result the bikini began to evolve in an explosion of daring designs.
When Google updated a score of penalties back in the early days, sites that once ranked like kings dropped into non-existence while those that invested in good, relevant writing evolved to “play nice” with the search engine, and they were rewarded. Fast forward and today Google-friendly content has become sexy and more minimal thanks to mobile search growth.
Readers want content delivered in smaller amounts and they want to be educated and delighted. They don’t want to wear your grandmother’s modest one-piece but instead strut their sexy minimized content along the Google shores of high domain authority.
Know Whether or Not Your Content Bikini Could be Given a Fine
Though string bikinis are legal in many parts of America, other areas have decided that looking at a bare man’s or woman’s ass with a little string going up their buttcrack deserves a hefty fine. For example, in Los Angeles most municipalities like Venice, Hermosa Beach and Malibu deem them legal. However, they are illegal in near-by Long Beach. Thong bikinis are also illegal in Delaware, DisneyWorld, and Indiana. If an official (who is dead below the taste) finds you violating this law in one of these areas, you may face a hefty fine and possibly be charged with a variety of crimes depending where you were caught.
Content can also be fined in places for being spread thin. For example, doorway pages are created specifically to rank highly for specific search queries. Google hates them because users hate them, as these pages lead to multiple ones for similar results. eCommerce businesses and service providers that market to multiple locations run the highest risk of getting a penalty. But there are ways around it.
Cover up your content’s buttcrack with unique and specific text that gives readers original information and avoid a penalty while still looking sexy and marketing through the same channels. For example, if are a hobbyist and you sell drones all over Los Angeles with 100 local pages from your website that say the same thing with H1s like “Malibu Drones”, “Sherman Oaks drones” , “West Hollywood drones”(and so on) simply add a nice chunk of content that is focuses specifically to the people in these neighborhoods.
Add an additional 30% of new content to these thin pages and talk about drone-flying in the specific areas to those individual communities. Write about open green spaces such as parks or beach areas, and tell a story about a customer’s experience flying a drone in every page. Talk about the challenges in each area, such as tall buildings, phone wires, strong winds, etc. You can “cover your crack” so Google doesn’t view you as being indecent while simultaneously delighting local readers with good valuable information that is meaningful TO THEM.
Your Content Bikini Should be Memorable
If you think about the most iconic bikini moments in cinematic history, you may recall Raquel Welch in ‘One Million Years B.C.’, Bo Derek in ‘10’, or Carrie Fisher in ‘Return of the Jedi’ where she strangled Jabba the Hut. When it comes to branding, creating memorable content should be a key part of your strategy. It should tell your story, show your values, and turn heads by being daring. Go out and get interns to produce internal content and assign a creative lead to keep their creativity cutting-edge. Show off your sexy content bikini, and discard the old-timey Victorian onesie folded between yesterday’s crusty content.