Content marketing is by no means a new concept but one that is taking even more precedence since the latest algorithm update. If you have got by thus far without content marketing quite frankly you haven’t been doing SEO. Google has always loved new content and more and more I am seeing that sites with lots of great content, good onsite SEO to back it up with and some sort of added value for visitors (rather than in-your-face selling) have a stronger online presence.
Google is increasingly placing more value on great content and this means going back to your website and making sure that you have the content to back up the keywords you wish to optimise. Gone are the days when building copious amounts of backlinks would deliver rankings around many tens, hundreds or even thousands of keywords – now you need content to back up every single little thing.
So many times I have seen businesses that want their website to rank for local keywords but they have absolutely no mention on their website that they even operate in these areas. If they are not based there or do not serve customers in that area it is pointless trying to optimise around these local keywords as you will never deliver traffic. Everything has to be relevant to what the business can offer and where.
So where do you need to create this great content? On your website in the form of updating existing pages and adding new pages to make sure your site covers all the aspects of your business you wish to promote, on blogs in the form of updating people with relevant news and info and in social media through status updates, profiles, landing pages and rel-authored content.
In short if you don’t have someone in house who can do this for you, you’ll need to engage content marketers to create this for you and help you to protect your site from future search algorithm updates. This won’t just be an exercise in Penguin proofing your site but also ensuring that you deliver the best user experience possible.