With the numerous changes in Google’s search algorithm over the past few years, search engine optimisation isn’t all about the numbers anymore. Link spamming and keyword stuffing techniques used to work: content came second to optimisation if you were looking to hit the first page of search results. Panda and, most recently, Penguin, two Google Search algorithm updates, shook up the game in a big way; a positive way, in fact. Content is finally a very important part of any attempt at SEO and, at SEO Tonic, we’re always on top of the best ways to make your web content work for you.
Content Marketing – What is it?
Content marketing is one of the latest trends in web advertising. In conjunction with keywords and back links, content marketing is the idea of making quality content that your audience will take an interest in. Content will also help to provide the equally important back links to your website. Google measures both these back links and the time a user stays on your site, reading content and engaging with videos, to determine rankings. While content marketing isn’t everything it is an important part of the value of your website.
There are many types of content marketing.
- Blog posts
- Landing pages
- How-to guides
All of these examples are forms of content marketing. By giving your user base something tangible and useful and informative, you can drive more traffic and make the keywords on your page mean something
Why does it work?
Content marketing pushes links to your website like any other kind of web marketing, but at the same time it draws in more users by providing relevant, useful information. Keywords are still important – content marketing still contributes to your PageRank and your place in search results – but the quality of your work is much more important.
Ideally you want people to be spreading your content around as well as the links to your website that come with it. Content marketing goes hand in hand with social media, news aggregators and reblogging by others. Because it’s meant to be read and not just sent off to a huge article database, what you write actually matters.
Content marketing is engaging
More than anything, content marketing is a way to engage your customer, showing off your brand and encouraging them to spend with you. Even if only a percentage of the people who use the content you put out become conversions, you’re building brand loyalty and a reputation by delivering a tangible product instead of just clawing your way to a hollow position on a Google Search page.
Ready to move forward with your web marketing strategy? Talk to the team at SEO Tonic about what content marketing can do for you, check out our processes and pricing or how our SEO copywriting services can help you build a market through powerful content marketing techniques.