In my last blog I wrote about the importance of content marketing for business growth but content marketing can also drastically improve SEO — Search Engine Optimization — that determines where your company’s web postings rank in a Google search. Traditionally, website structure and keywords alone impacted SEO results.. In 2011, Google launched its “Panda Update,” an update that changed Google’s ranking algorithm to focus on user experience. This meant that while the structure of a website was still important, content was even more important. This is where content marketing comes into play. Businesses can improve SEO results by revamping their website and focusing on the quality of content.
Something to remember regarding content marketing is consistency.. Google analytics can see when you are continually uploading content and that will start to improve your SEO rankings. If you stop uploading content your SEO results will drop.
Constantly creating new content is challenging which is why re-purposing your content is a good idea. One way to do this is to write blog, white papers and case studies about your industry and then re-purpose them into shorter posts, an infographic, an email newsletter and tweets. Spread these posts out over the course of a few weeks. If you post everything at once it will help your SEO for only a short amount of time. Pace your content.
In 2012, Google launched a follow up update to Panda called Google “Penguin.” Again, this changed Google’s algorithm. This update looked more at links and shares from social media. It took into account the sources that picked up a story or press release. When those get picked up, it shows Google that specific content is useful and enjoyable and as a result, you will get better SEO results.. Don’t just build links or use fake accounts to increase content reach because Google can tell. The important part of sharing your content organically is that it helps you build a relationship with reporters/ bloggers in your industry. Once you establish that relationship it will be easier for your future stories or releases to get more traction.
Another way to increase your SEO results is to update your Google Plus page. After you’ve created content, post the story or the link onto your G+ page and share it. You can also go onto Google Author and establish yourself as an author and cite your works. This helps give you and your work name recognition in Google — again giving you better SEO results.
Google also has a Webmaster Tool that allows you to see your impressions and clicks on your company’s website for free.
SEO now relies on both technical structuring of websites as well as content marketing. Remember, create content that people are interested in, post it regularly and watch your SEO improve.