Content and the Future of Search
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Transcript of Content and the Future of Search
The chances are that if you work in or around digital marketing, you will have heard about Panda, Penguin and penalties, or the “three Ps” if you want to be affectionate.
Introduced in February 2011 Penalised sites using low quality content Targeted sites that rank with poor content
Introduced in April 2012 Needed to target links as well as content Used to penalise ‘unnatural links pointing to your site’
Panda Penguin
Gone are the days of mass link buying and manipulation!
The key to success is a return to first-order marketing principles and the creation of value for
consumers.
Are we creating content good enough to get a response from a real, human audience?
Content is more than writing a blog about the latest trend; marketers need to be ambitious
This is a deceptively fundamental shift for agencies, SEO Managers and Strategists
A complete change in the content production though process is required, changing emphasis from:
“what can we produce at volume?”
and begin to ask: “what do our customers actually want to see?”
True visibility of a brand has developed into a broader concept.
The greater experience is a culmination of:
Creating rich and engaging content
A strong product offering
On-site experience Online visibility
Digital must be viewed in the
round
Rather than as
separate channels
How are we, as performance marketers, going to super-charge this activity?
SEO practitioners understand the insight, monitoring & tracking that lie beneath the surface level of online activity.
Adding that seamlessly to content based marketing, social media and
online PR will be something of a true advance in online communications.
Agencies should be optimistic about the opportunity this offers!
Otherwise we’ll have to get used to blogs churning out ‘what strictly come dancing
taught me about life insurance’