Shifts in search engine ranking algorithms that emphasize quality content have forced businesses relying on content marketing to include social media and intensive linking strategies in their plans.
In a report for the Content Marketing Institute, industry expert Brendan Cournoyer pointed to social media marketing, internal linking and reliable analytics as components businesses must be sure to maximize moving forward. SEO campaigns should approach web marketing as a cyclical process where each steps feeds into the next.
For example, social media pages should link to articles containing links to keyword landing pages with calls to action. However, content must be updated frequently with reliable, relevant information. Websites with low quality content will experience greater bounce rates (among other things) that signal to search engines that the page may not be particularly relevant, Cournoyer said.
Google and other search engines are constantly altering their algorithms to reward websites that provide a quality user experience. Fast load times and quality, engaging content are two of the most important elements in determining a site’s true value. If a page loads quickly and a user stays on it long enough to convert or later returns to the page, Google’s algorithm is going to reward that page.
However, businesses that think they can trick the algorithm with excessive social media marketing plans or low-quality, keyword-rich content will quickly see their ranking drop.
Brafton reported last week that businesses considering content marketing must understand the importance of proper planning before launching a campaign. Aside from the topical information likely to be covered, keyword strategies, relevant distribution channels and targeted demographics must be analyzed an defined.
