Not too long ago, search engine optimization was all about building as many inbound links as possible, optimizing pages primarily for keywords, and using whatever the “tactic of the day” was to somehow magically improve rank. Today, it’s all about content marketing, which actually makes it easier to gain higher ground in the SERP’s, provided you offer information that readers find valuable, useful, even entertaining.
So what’s the big deal about content marketing, and why all the hype?
Content comes in many forms, from website pages, articles, blog posts and press releases to videos. Internet users want solutions when they search online – real, valuable solutions – and Google wants to give those users the BEST solutions.
In the past, most marketers were all about building as many links into their sites as possible, and stuffing their pages with keywords in order to rank above their competitors. While this may have been effective for ranking, it did little for those who mattered the most, the visitor. Now, it’s essential to offer original, compelling content that delivers what the reader wants instead of re-hashed garbage designed to attract search engines.
Google has let us know in recent months that what they are looking for is content that readers crave, content that resonates with readers universally. What does this mean?
People crave content that inspires, influences and that they never get tired of, content that makes them anticipate their next visit to see what you’ve added – great information they want to share. In short, your content should:
- Connect with your audience
- Educate, entertain and inspire
- Provide the solution your reader wants
To sum it all up, content marketing has made it possible for marketers to stop sweating bullets over what the next algorithm change may be. Great content attracts links, and improves conversion rates. Focus your efforts on delivering solutions to your target audience through original, valuable content, and you’ll soon see why content marketing is the most crucial aspect of marketing online today.
Content is what the web is made of, so make sure yours stands apart and is written to genuinely help and educate your reader, rather than to trick the search engines. Ditch the “dirty tricks” of the past designed primarily for search engine ranking, and watch your success soar to new levels.