Google’s Leaked Secrets: Key Takeaways and How to Apply Them to Aviation Marketing

A couple of months back, some leaked data, which appears to be genuine, surfaced from Google. There are plenty of articles (like this one) that go more in depth, but here are some quick cliff notes to keep in mind, especially as you start planning your next marketing strategy.

Key Takeaways from the Leak:

1. Spam Score: Google publicly denied using a spam score, but the leaked data revealed it’s a factor in blog scoring.
2. Site Authority: Google has consistently denied the existence of a site authority metric, but the leak suggests it’s real.
3. AI vs. Human Content: Google claimed AI and human content are treated equally, but the leak indicates that human content is favored.
4. Linking to High Authority Sites: Google said it doesn’t help rankings, but the leak suggests it does.
5. Fresh Content: Google downplayed the importance of fresh content, but the leak shows multiple attributes related to content freshness.
6. Backlinks: Google belittled the importance of backlinks, but the leak confirms their significance.

What Does This Mean for Aviation Marketers?
To be competitive online and rank above your competition, prioritize these SEO best practices:

• Creating high-quality content
• Building backlinks
• Keeping content fresh and updated
• Optimizing for relevant keywords

How to Implement These Practices:

1. Website Audit: Regularly review your website and update content. Ensure:
   • Your brand look and messaging are accurately reflected.
   • All products and services are listed correctly; nothing is missing or outdated.
   • Information is helpful and educational to assist visitors in decision-making.
   • Each page includes links to other relevant pages.
   • Each page has a specific goal, associated keyword, and optimized copy.
2. Add a Blog: This is a tactic that I recommend to clients all the time. In fact, we have a blog titled 7+ Reasons Why Blogging Should be One of Your Aviation Marketing Tactics. If you haven’t read it yet—you really should. Let’s dive into how a blog can meet each of the leaked SEO points and best practices above.
   • Keep Content Fresh and Updated: Adding a blog is a great and easy way to introduce fresh content. It creates a dedicated space on your website to discuss relevant topics that might otherwise be hard to fit into your navigation. Not sure what to write about? Talk to your sales team—see what they are hearing in the industry. What FAQs can you address? Or contact us!
   • Creating High-Quality Content (Spam Score & AI vs. Human Content): Try not to overcomplicate this one. If you genuinely aim to help your customers, creating quality content can come naturally. Just write helpful, informative content. Don’t be afraid to use AI—treat it as a starting point or a “tool” to draft ideas, then edit it to inject your expertise and brand voice. For more on using AI effectively, check out our blogs: AI in Aviation Marketing: Unmasking its Potential and Constraints and Spotting AI-Generated Content: Unveiling the Telltale Signs.
   • Build Backlinks (Backlinks, Linking to High Authority Sites, Site Authority): Blogs make this really easy! In this post alone, I linked to an external article and a couple of internal ones, checking off both backlinks and linking to high-authority sites. Your site’s authority will automatically benefit from these actions.
   • Optimize for Relevant Keywords: I personally love this part. Think of a keyword you want to rank for. Type it into Google—did you appear? If the answer is no, then write a blog with that keyword as the focus! This strategy not only helps improve your ranking but also provides a ready-made topic for your next blog post.

Why This Matters for Aviation Specifically:
Marketing isn’t always valued in Aviation. Marketers often juggle multiple roles with limited budgets and high expectations to drive sales. Websites, though costly, are crucial as they represent your brand and serve as the hub for all marketing efforts. Prioritize your website, and once you invest in a blog, it can be one of the most cost-effective strategies in your arsenal.

Here are some compelling reasons to consider blogging from my post, 7+ Reasons Why Blogging Should be One of Your Aviation Marketing Tactics.

• Cost-effective (even free once set up)
• Long-term impact with excellent ROI
• Minimal time and resource requirements
• Easy to share and distribute (and great for social media posts!)

Still Not Convinced? Consider These Facts:

• 409 million internet users read about 20 billion blog pages monthly
• 53% of marketers prioritize blogging as primary content marketing strategy
• Blogging continues to flourish with 12% increase in the last 5 years
• Blogs were ranked the 5^th most reliable source of information
• 63% of consumers have purchased items recommended in a blog post
• 77% of internet users (worldwide) enjoy reading blogs
• People in the US alone read blogs 3x more than emails

Wrapping it all up.

The leaked info from Google reinforces the importance of focusing on your website and using blogging as a top tactic. Investing in these cost-effective strategies not only enhances your online presence but also helps you connect more authentically with your audience in the aviation market.

Still have questions or need help? Contact us!