In the world of marketing, there is nothing more important than content marketing.
Google makes every publisher of advertising and informational content to meet high relevancy requirements in order to rank with any success from within search engine results pages.
It is strongly recommended, that when creating content for your audience, whether it be for promotional purposes, or for educational purposes, or purely informational, your content marketing strategy keeps your audience in mind.
One of the purposes of getting your content out there is so you can create a presence for yourself on the internet. This presence will inevitably link back to your website and start establishing you as a thought leader and reliable resource of information in whatever industry you represent.
This is a part of what is called, content marketing, or search engine optimization, or earned media, or earned audience share.
A good article from Google to check out is:
AI and Machine Learning Get Us One Step Closer to Relevance at Scale
This will get your mindset into that of Google’s and help you start thinking about your online content and strategy in a way that will help you keep up with you Google and your competition.
The following are what are the most important elements that Google looks for when determining what to show the individual that just made a search request using their search engine:
1 – Is the webpage mobile first? This is the new “Normal”. Web pages need to be created with mobile devices in mind. Everything else is secondary.
2 – Page speed. People will leave very quickly if the page doesn’t load quick enough.
3 – Page experience. This is another thing that is a deal breaker when done wrong. If there is too much friction (meaning, it is hard to find useful information, or it is hard to use the navigation tools), then people will leave.
4 – High-Quality Content and On-Page Optimization. This goes without saying, but create content that is helpful, not just a means of making sales. In addition, people are writing a lot of content with SEO in mind. Meaning, the sentences may not sound natural as they are using keywords and high ranking long-tail keywords in their content as the content is being shared.
This is a good strategy. The problem is, it can be overdone, the content stops being helpful, it becomes hard to read and follow, no longer makes sense, and then loses relevance for the reader. It is okay, and even recommended to use this strategy and put keywords that suit your industry in your online content, but, as in everything else, moderation is key, and less is more is a golden rule.
5 – Internal Links. It is great to have links to your own content within your site. Moz wrote a good article on this, to read it, click here.
6 – External links. External links improve your credibility. If you are linking to a reputable agency of information (website) as a resource to your reader to check out, and that agency is providing information that aligns with your content, which means it supports and is helpful to the reader as they digest your content, then you have just earned brownie points with Google.
Here is a good article from Hubspot about external linking:
No Website is an Island Why and How to Link to Others
Glossary of Important Terms
Content Marketing –
A way of communicating your expertise to the online community in a way that establishes you as a leader and a reliable resource for information. This in turn will bring people to you without having to pay for advertising. It will also increase your reputation with Google. Content includes video, infographics, social media posts, podcasts, articles, blogs, etc.
Search Engine Optimization (SEO) –
This is a strategy that helps position your business website better (also called page ranking) when people do a search on a search engine and are looking at organic search page results. The desired result is to be as high in the organic search engine results as you can be. Therefore, there are many tactical choices that can be made when setting up your website, creating online content, and all this even bleeds in pay-per-click, that when done right, will help lead your audience to you without having to pay for those visits.
Organic Search Engine Result –
This is any search result on a search engine results page that isn’t an ad.
It may seem complicated at first. Practice with your blogs and online posts. Check out your competitors. Read more articles. Feel confident that you are not the only person learning more about content marketing and SEO optimization. Leverage YouTube and watch videos.
Do these things before your pay a company to do these things for you. This way you can know, to a certain extent, whether or not they know what they are doing, and if they have your best interest at heart.