SEO and Content Marketing
When it comes to analysing the Internet, SEO has always been the measurable aspect of Google’s armouries.
Data does not lie, SEO techniques, tactics and content marketing are the backbone of any good strategy.
Google’s need for something deeper has just been substantiated by its new update, Hummingbird.
Nothing has meaning without context, search engines have always had this aim. By giving the user content, it takes search engine results away from any tailor made approach.
Where Will SEO Take Us?
Completely different to the broadcasting techniques that traditional advertisers have employed in the past, Google has deliberately moved toward what is known as narrowcasting. This follows the idea of targeting your audience so that ads and search results are not wasted on people who have no interest in them.
This is a complex technique, whereby building up a profile of users to provide search results that are based on individual relevance. At the moment it’s results are not foolproof.
Instead of each update overriding the previous one, Google is simply supercharging its engine, one algorithm update at a time.
It’s only purpose is to find out what people are searching for, and provide them with it.
Black-hat SEO techniques, instead of staying true to this principal, try to trick or exploit the algorithm itself.
Methods like page stuffing, content farming, unnatural link building and keyword overuse are just lazy attempts at trying to manipulate a system that was created to satisfy the user. This, in part, is why Google employs a few thousand extremely clever people, this is why these underhanded techniques will always live on borrowed time.
Where Does Content Marketing Come In To It?
The misunderstanding that these updates are here to kill off SEO techniques cannot be further from the truth. You just need to understand the progress of SEO and combined content to realise why Google exists in the first place.
Google’s search engine was created with one goal in mind, making the search experience as easy and useful for users as possible, this is because easy and useful translates to more financial wellbeing for Google.
If any of it’s updates are seen as particularly harmful to a brand’s online identity, then the company in question should reevaluate the effectiveness of its content, and whether it’s methods are in line with Google’s plight.
Panda’s arrival assured that thin, low quality content was punished.
Penguin attacked link farming and irrelevant linking.
Hummingbird aims to add context and conversation to the equation.
The combination of these three major changes points to that gorgeous wallflower that many SEO companies had chosen to ignore until now, content marketing.
Making Your Content Marketing More Human
While creating content that is relevant, unique and creative, you promote organic sharing. Ultimately, there are three steps to get this right:
- Align your goals with Google’s, in other words, create content that deserves attention and rankings from Google
- Base your content on what the world is currently looking for, by keeping an eye on and anticipating trends
- Create a community by engaging with your audience and developing the conversations
Instead of adding content to your SEO, you should be adding SEO to your content.
The priorities of this approach is the new angle that all companies should pursue. It is inaccurate to say that quality and relevance is the new game.
These two factors have always been in the game, now Google is clever enough to see if you are trying to cheat.
The question was never ‘what is Google looking for’ .
It was always ‘what do people want from Google’.
If you create your online strategies based on this theory, then Panda, Penguin, Hummingbird, or any future animal themed update should not affect you in a negative way.
SEO has never been distinct from good content marketing. In fact, content marketing is the ultimate form of search engine optimisation. It is emphasised by the way that you have been creating quality content that is original and appealing to users,
Above all, the technicalities of search engine updates, algorithm changes and page ranks, has always been really very simple. Although there have been attempts to get under Google’s bonnet, you should remember one thing. The unavoidable fact that across the internet, there is a real person at the other end, reading and sharing your content. Or not sharing it.