In my first blog post of this series, Content Marketing: What Is It?, I provided a link to a recent blog post from Noble Samurai: http://www.noblesamurai.com/blog/seo-news/is-this-the-%E2%80%98new%E2%80%99-seo-3320/ based on a presentation by SEOmoz.com.
Search Engine Optimization and Search Engines mainly based their rankings on keywords and phrases, relevant content to the keywords/phrases used and links (both internal and external) within sites and content. Noticeably, this improved searches based on relevant keywords and phrases. Oh the days when we typed in the search words we thought would take us to a list of links where we could get relevant information but instead, many of links provided had nothing to do with what we were looking for. It was a very pleasant experience in more recent times, to be provided with exactly the right links.
Further revisions to their algorithms held far less importance to unrelated links (i.e. links to a site on a non-relevant site). BUT, they considered links to social media sites as important and relevant.
And now they are considering “directory sites” less relevant as well, such as general directory sites where you can list your company, i.e. Cofars, Hotfrog, etc.
Rather, the search egines are focusing on…
“a major shift away from ‘building’ links back towards ‘earning’ links, and suggested a number of cool ways to do this including:
· Participating in online communities that are active and authentic in a way that people notice you and link to your content organically.
· Becoming active on social media networks.
· Guest blogging on ‘leading’ blogs in your niche”
SEOBraintrust.com named this “The New Natural SEO” and Noble Samurai referred to this as creating “Market Leadership”. Not all, but many of my clients, in their Marketing Strategies, state that one of their primary goals is to establish their presence, and be a leader in their field of expertise or industry with the idea in mind of becoming a Thought Leader. How best to do that? Share great content that answers the questions and provides solutions to your target market/ideal clients…..and search engines appear to agree!
Case in point: Facebook has made some significant changes recently. Someone who “liked” your page would get all your posts to their wall. Then Facebook changed it so that only when you interacted with those pages, you would see their regular feeds. Now they have changed it again. Individuals can “like” your page but won’t be seeing regular posts unless they go into those business pages and specifically pinpoint that they want to see that Business Page their wall. To do this, you can get the information here: http://www.insidefacebook.com/2012/10/31/facebook-rolls-out-option-for-fans-to-receive-notifications-about-page-posts/
In my case, to mention a few, Social Media Examiner is one of my best resources for everything new and changing in the Social Media world with “how to’s” and statistics and events and links. Hubspot has so much good information, resources, eBooks and webinars to keep me informed about my niche, Inbound Marketing. And that is why I subscribe to their blog posts and “like” their pages and specifically request to see all their posts on my wall.
So what Pages would you select that provide you with the best information you want to see on a regular basis?
In my opinion, there are pros and cons to these changes in the search engine algorithms and how they rank websites and content. Yes, they will give top rank to companies like Social Media Examiner and Hubspot who have “earned” their links.
But how does a small business go about showing their expertise? Content Marketing: sharing relevant and useful information, participating in Social Media, in forums and interacting with their connections – that’s how!
Do you keep track of your Content and how it is leading visitors to your site?