Marketing and advertising are not quite as simple and straightforward as they used to be. Companies who want to not only get their name out there but also stand out from the crowd are having to change their overall approach by focusing on digital marketing.
But there’s more to it than only posting an ad or video clip on social media. In the Information Age, it’s all about creating great content to climb to the top of the list of search engine results.
SEO and Content Marketing
SEO, which stands for search engine optimization, is becoming a popular online tactic used by companies who wish to boost their online presence.
It is carried out by ensuring their website will be one of the top results listed in a query or search. While it seems like a simple task, it’s not quite as straightforward as it sounds.
The SEO approach means looking for a way to be the ultimate destination when a user is searching for answers to a question or solutions to a problem.
It recognizes the role of information in today’s aptly named historical era. This can be done most effectively through content marketing.
Content marketing is a strategy that is intended to boost website traffic or profit by creating interest in a topic that’s relevant to a particular product or service.
In many ways, it’s a more subtle form of advertising that exists in the form of topical articles, blog posts, videos, etc.
However, it’s a bit more complicated than merely placing specific, relevant keywords in prominent locations on your website.
In truth, this approach to content marketing can do more harm than good in the long run.
How Search Engines Monitor Top Results
Search engines like Google, Bing, and Yahoo pay very close attention to websites that work their way up to the top of a query result.
These companies have a vested interest in ensuring that the most noticeable results on their website are the results a user intended when typing in a keyword or phrase.
The goal of a search engine is to ensure positive user experiences with relevant results that will bring that user back again and again.
So, what happens if a company loads its website with keywords to increase traffic but without providing actual answers or solutions to a query?
Using algorithms and personalized research, search engines will ultimately knock that website down several places on the results page or block it altogether.
In fact, with the growing popularity of SEO and content marketing, search engines are regularly raising their standards and level of scrutiny.
A Successful Approach to Content Marketing
Successful content marketing comes down to one thing: regularly creating great content that’s high quality, original and engaging.
Smart businesses are utilizing the strategy for the good of the company, but also for the benefit of the user.
Developing quality content is centered around increasing brand awareness while simultaneously sharing knowledge with the user searching for help or information. It is essentially providing a service not only to the business but also to the potential customer.
While the primary goal of content marketing is still advertising, it is neatly wrapped in its secondary purpose: educating the user.
For example, an ophthalmologist's office that specializes in the latest glaucoma detection methods and treatments is looking to increase its notability and bring in new patients.
Through guidance from their professional content creators, they choose the keyword phrase “glaucoma treatment” which links to the office’s website.
This keyword is included in an informational article written about various diseases of the eye, what causes them and how they are treated.
The article is then placed on a medical website where inquiring users can find information on their topic of interest with embedded links to a relevant specialist. In the end, it all comes down to answering people’s questions to lead them to your site.
Content marketing is a specialized task. Businesses that decide to utilize this approach should consider the professional work and effort needed to be truly successful with this method.
However, when appropriately executed, using content marketing to achieve search engine optimization may help grow your company into an expert in its field with more business and profit.