Penguins, Pandas… SEO is really a jungle in 2013. Here’s the top 3 content marketing tips for 2013. Hint: Get social.
Content tip 1: Blogging with authority
Google’s algorithm is getting better at discerning what consumers want to read. Engaging blog content that gets people talking across social platforms is increasingly affecting SEO in 2013 as well as your blog posts’ rank. Today your blog needs to be stuffed specifically with content that your audience finds relevant and most importantly, helpful. Content that offers either a solution to a consumer problem or gives you an authoritative voice in your field can easily get your followers engaged, sharing and talking about your company on the wide spectrum of social media channels.
For example, a roofing company could blog about the latest shingle technology and how it measures up to other materials in the industry, pros and cons included. By not trying to constantly sell something and instead offering valuable information, trust can be established with a consumer that bases their roof repair on the company’s suggestion. They’re also more likely to use that roofing service, because they came across as knowledgeable in their respective industry, on top of trustworthy.
2. Social ‘thumbs up’: Google’s nods to the new inbound links
Content marketing tips include inbound links: Also known as backlinks, these are any links that your site receives from some other web page, directory, website, blog or other top-level domains.
Before Panda, link directories were one of the golden-ticket components when it came to a site or page’s first-page rank. Purchasing a link placement on a directory would ultimately point Google bots from the directory to the paying site as an inbound link. In Google terms, inbound links gave sites link juice and an assumed page authority, basically a thumbs up to the paying site.
Google got smart after the Panda update rolled around late in 2012, early 2013. Most paid directories are now frowned upon by the search engine, and engaging content is now reigning over the web in 2013. These days, consumers are turning to fellow consumers for purchases. Therefore, what better way is there to determine what search results to display following a consumer query than gauging audience positive or negative interactions to content across the web? Search engines try to glean and display what the consumers want, and today that’s quality content.
3. Social Media: Metrics start to stress engagement
Another indicative detail that demonstrates the importance of good content is the number of integrated metrics that have rolled out on various social mediums. For instance Facebook recently announced their new Graph Search addition. Graph Search was engineered to provide a more relevant, streamlined search tool across Facebook’s massive database. You can use it to search for people, photos places and interests. In a business sense, this will be either a great or dismal form of marketing, depending on how you engage with your consumers. Example: If you need to find a dentist, you can easily search for doctors who are ‘liked’ on Facebook by your friend. Pinterest has also started to prove its value after businesses grappled with the network and were mystified how to make it work for marketing. This week Pinterest introduced their analytics tool for business accounts that tracks which content is being pinned from your verified site and how it spreads across the social platform. Now, you can also track referral traffic FROM Pinterest to your site. Content *sigh*, no pun intended.
Content gets social in 2013
As consumers are facilitated with more channels to share their purchasing opinions as well as voice their company loyalty and brand evangelism, it’s increasingly important to feed them valuable information and to engage with them socially in 2013. As search engine algorithms shift to reflect the results that customers are seeking, businesses will have to learn that SEO and social content marketing are actually besties, not enemies.