For years, online marketers have searched for writers who excelled in search engine optimization (SEO). Getting recognized by search engines was the most important factor for businesses that wanted to build their brand. With Google at the top of the list of search engines that marketers look to for SEO rankings, most companies and individuals have made a serious effort to follow the guidelines that Google had in place with regards to web design and article submission.
While content would not give rankings to writing that was obviously spammy, it was simple enough to optimize content in a way that was useful to the marketer.
Although SEO still has its place in marketing, changes to Google and other search engine algorithms has resulted in a greater importance of writing quality content. “Content Marketing” has led to an equally dramatic change in how practitioners of SEO have changed their practices. No longer is writing to attract search engines the key to effective marketing. Instead, it is about writing informative content that people will want to read.
Exceptions to the New Rule
Social media sites like Facebook, Twitter and Pinterest are getting tons of traffic by people who are interested in a variety of products. As a result, more writers and publishers are writing content that gets traffic from these sites. Even so, there are still many people using Google and other search engines to find what they are looking for, offering publishers a traffic resource that they can’t afford to ignore. The best option for businesses is to combine SEO with their content marketing practices. Some ways they can do this is:
- Create content that is informative and fresh, making individuals who read it want to share it with others
- Post all of the content you write on a single domain/subdomain
- Search for keywords to find out what people are reading about
- Make your brand about what you do. People shouldn’t have trouble thinking about what your company is all about.
- Put sincerity behind the writing. If you are dedicated to a specific topic that is related to your business, use it to your advantage.
Today’s SEO requires an even higher degree of honesty in building real brands without the links that were such a large part of the content of the past. Because of the way that search engine algorithms work today, sharing is factored into search rankings so the spammy content they needed to get recognized before is no longer a necessity on any level.
Blogs that excel are those that focus on getting quality information onto other blog sites and news sites. This is an honest way of creating effective links back to their website. Another approach to successful linking is to invite guest bloggers, writers, and publishers onto your website, which will increase social signals when they share your domain with their followers on social media sites.
In many ways, SEO has not only changed, but expanded, to include more ways for getting more followers from a variety of venues and those who take a variety of approaches to find what they are looking for. By evolving along with the changes in how online marketing is used, and continuing to incorporate SEO with quality content, online publishers can get the best of both worlds.
Author - David Nagle