In 2014 Content Remains King – 5 Ways Google is Changing SEO

In Marketing, Training by Tyler SuchmanLeave a Comment

 

While technology as a whole iterates and reinvents itself rapidly, search engine optimization and marketing is a particularly volatile, fast-changing discipline. This recent article on Entrepreneur.com is a fresh take with a modern perspective. A couple things stand out to me:

While the summary of the first section (a focus on content and branding rather than manipulation and trickery) is entirely accurate, I would add a key component: that content needs to help the user.

What constitutes “help” is different for every page and every site. This focus on helpfulness has to be the driving purpose, whether it is providing exactly the product a consumer is looking for, information gathering for an eventual purchase or building knowledge around a certain subject.

This includes not only the main content on the page (such as a blog post, product attributes or financial calculator), but also the secondary content such as related links and good site navigation.

The second thing that caught my eye was the fifth point regarding a “product” perspective. This is quite insightful, and just scratches the surface on what this means for any one business.

Reputation is a hard-earned, easily-lost thing. While customer service (like Zappos and 37 Signals) and killer products (like Apple and Tesla) grab the most ink, investing the same level of quality and attention to detail in a robust content strategy is vitally important to a successful online presence.

This means thoroughly researched blog posts, useful and engaging infographics and YouTube videos with just the right amount of funny.

Most websites with a well-developed long-tail of content will often find that 90% of their traffic are first-time visitors. It is critically important to make a great first impression, provide relevant information and ultimately help the visitor get what they are looking for.

This high-quality approach to content development and subsequent visitor engagement is a long-term trend that will reward the companies who invest in it, and relegate older and weaker sites to the dustbins of digital history.

Check out the article HERE on Entrepreneur.com.

 

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