How can Brands get the most from their Content Creation and Marketing Strategies?

Most brands have realized the importance of creating and marketing content on the World Wide Web. Such brands have begun publishing content in the form of news releases, blogs, newsletters, and news articles on a daily, weekly, or fortnightly basis. The content is usually published within the brand’s own website or publication.

Brands need to get the attention of major search engine bots, enhance their online presence and business reputation, encourage sharing of their published content, and ultimately reap the benefits of greater authority and increased sales. Previously, brands used to merely rely on press releases to catch the attention of journalists. However, most brands have become a lot more pro-active by hiring their own staff to create high-quality content and reach out to their target audience directly instead of outsourcing this process to other firms.

A very high majority of people now use social media sites such as Facebook, Twitter, and several similar sites to not only get the latest news and information, but also share the same with others. However, experts handling large and small brands agree that it is the quality of content rather than quantity that can attract more viewers and have a higher chance of being read and shared. On the other hand, the volume of content being put out on the internet does depend on the specific business, products, and content marketing strategy.

However, evergreen content can always be re-published in a new way since such content can keep on serving its purpose. The length of the content is also immaterial and depends on the topic. Of course, viewers should be able to share all published content with ease. Authors penning the content must also be given due credit. For Twitter content, it is important to ensure that widgets can be shared easily by way of proper programming. Good content has the ability to move from internal publications to a wider audience by way of effective sharing.

Brands also need to create a long-term and short-term content creation and marketing strategy. The long-term strategy must include new articles and blogs that are in tune with the industry. This strategy can be planned months in advance so as to push out well-penned content at regular intervals.

The short-term strategy can involve publishing content such as important technological advances or breaking news, based on the needs of that brand. Such content will need to be created and uploaded at very short notice and brands need to allocate a specific team to do the same on a full-time basis.

Brands must also analyze their collected data to find out the best time during the day or night to publish their content. Such posts have the best potential to get more views and get shared too. In addition to good writers, brands also require good editors as well as writers that possess SEO knowledge in order to ensure high-quality content. Writers need to be briefed in detail as to what is expected in their content while the editor can take the final call on whether the content is ready to be published.

Brands, however large or small can no longer afford to ignore the importance of reaching out to a wider audience through eye-catching content. However, brands that want their content to be viewed and shared with increased frequency need to pay heed to the above content as well as adapt to changing conditions to continue boosting their online presence and ultimately, sales.

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SEO’s need to change Goals and Strategies thanks to Big Changes from Google

While experts continue arguing over the death of SEO, Google continues to introduce huge changes that are sure to add fuel to that raging fire. One needs to analyze recent changes from Google as well as modify goals and strategies since most of those changes are sure to have a huge impact on SEO.

Since September 23, Google has stopped providing keyword data for site owners that want to learn just how visitors have arrived at their websites. This prevents SEOs from learning about the actual intent of each visitor, which in turn adversely impacts their conversion efforts. While there are tedious tactics to overcome this problem, the fact is one important form of data has been lost to some extent by this move from Google. To be fair to Google, other players such as Firefox, IE, etc., have also made similar changes to make organic searches more secure.

Google has also stopped PageRank updates since the start of 2013. Previously, Google used to provide updated PageRank numbers after every 3 months, but no update has been provided by the company since February 2013. Google’s Matt Cutts has stated anyway that there will not be any further PageRank updates in the current year. However, many users feel that there are better measuring instruments out there that can provide far better results than PageRank.

SEOs will also need to burn costly midnight oil to comprehend Google’s latest algorithm, named Hummingbird. This update has the aptitude to comprehend search queries in far more detail than ever before. Google search can now present images upon request by a searcher as well as further details of those images. While the results may not be perfect, this feature indicates that exact keyword matches may not matter anymore to Google. SEOs will need to change their own strategy to keep up with the Hummingbird and future updates that are sure to refine this update.

SEOs also need to capitalize on the correlation established between higher search rankings and Google+. Google+ has grown by leaps and bounds, and there is no doubt that it does possess significant SEO value, especially when used with other tactics.

SEOs also need to focus on authorship since Google may well include this signal for ranking in the future. Google has anyway clearly indicated that it prefers new and fresh content along with the names of authors that penned the content. Google can also possibly look at social sharing, comments, links, and of course, +1 data to measure ranking in the future.

In addition, Publisher ranking, which is utilized to improve website authority may well play a more important role in coming times. Leveraging these features can prove to be more useful when SEOs use the new In-Depth Article feature released by Google this August. This new feature is based on the fact that a significant percentage of people wish to learn something new every day as per Google’s study.

Google’s new search algorithm updates suggest that the company is moving away from mere hardcore keyword matches and instead focus on learning the actual intent of the user typing a query. SEOs too need to re-visit their optimized keywords to understand the new signals being used by Google with each new update.

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