Content Marketing for Brands - Why Quality Content Matters
"As long as you're working hard for users, we are working hard to show your high quality content to users as well."
- Matt Cutts,
Today, old school Search Engine Optimisation methods that were an industry standard are in a state of flux. Traditionally, the majority of the websites and web content were designed around keywords and back-links; in fact gaining presence online was understood as a numbers game. Get as many backlinks from web pages with a good Page Rank and use the appropriate keywords on the web page and vallah! You're on page 1.
While some of these aspects still hold importance to a degree, Google and co have made it abundantly clear that websites need to start moving away from a keyword-centric mindset, to a user-centric one. Consider the following rules, straight from Google's Quality Guidelines:
Also, search engines are beginning to consider factors besides keyword densities and back-links. Social signals such as shares and likes on sites like Facebook, Twitter, Pinterest, etc are now an important aspect of search engine ranking algorithms, and they are going to be weighed in before the relative importance of your website or content is decided.
In the wake of all the updates that Google has been busy releasing, businesses are finding it increasingly hard to figure out how they can out rank their competitors and get more eyeballs to their websites.
The irony is that all these updates are targeted to ensure that Search Engine Optimisation tricks that were becoming increasingly popular amongst internet based businesses become less so. Google (or any other search engine for that matter) does not want to present any piece that is not written entirely for the person searching for a solution via their portal.
This means that the days of hammering out cheap regurgitations under the guise of "articles" are now over. Whatever you present to the audience you cater to absolutely needs to be replete with useful information, and written in a manner that entertains them as well, while keeping new search engine optimisation methods in perspective.
This focus on relationship building is what separates great brands from the rest. They take the time to study their market and create highly targeted content that is smart, focused and objective oriented, giving them a decisive advantage over their competitors.
If you are looking to invest in good quality content, but are not sure how to begin, then contact me and let's talk about your requirements.