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A well considered and dedicated content strategy has a very positive impact on your brand. When combined with a good social media strategy this will amplify your reach and greatly impact your search engine results.
Search Engine Ranking is entirely based on the strength of your subject matter authority. Google and other search engines create algorithms to determine who provides the most relevant information. In the past, there were ways to game the system and structure your content in a way that would provide quick wins, such as littering your content with highly searched keywords. However, Google is continually adjusting its algorithm aiming to truly find the most appropriate, authentic and truthful information to match a search query.
The algorithms built by search engines aim to evaluate content the same way that humans do. If you keep that fact in mind, it reinforces the importance of being genuine online. A truly dedicated commitment to thought leadership through content authoring and insightful online conversation will carry the day.
From a technical perspective, there are of course some components that must be in place for your content strategy to have effect:
Ensure all content is searchable and appropriate for Google/Search Engines. Here are the basic first steps:
Review your content and what your audiences is searching for.
Assess traffic on the site
Look at search volumes through Google.
You can boost the effectiveness of your marketing and sales campaigns
With your own strategy established and the right technical infrastructure you can accelerate a lift in your SEO ranking by working with “influencers”. An influencer is an individual or another company that already has a social following or good SEO ranking. These influencers are offered an incentive to support your campaign, but they also have brands to maintain and will want to ensure the partnership is authentic and meaningful for both parties.
Author: Sandra Moffatt