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How SEO impacts content marketing and what every website owner should know

Posted by Sheera Eby on March 18, 2014

Improving search engine optimization (SEO) means having an effective content marketing strategy that conforms to updated search algorithms by search engine master Google. One of the greatest myths about 21st century SEO concerns the outdated notion that search engine "crawlers" prodded by specific inquiries are irresistibly attracted to websites composed of a cluster of keywords within a block of text. Just like many other urban myths, the idea of keyword stuffing being the end-all to ranking websites just isn’t true. Quality content is now the name of the game to positively impact search engine optimization.


The Modernization of Search Engine Optimization

SEO techniques supported by professional content marketing content represent the modernization of search engine optimization. Content marketing is one of the most cost-effective and powerful ways to expand exposure of a website to prospects and customers. Businesses that neglect to market their content properly in adherence to complex search algorithms are ignoring the reality of their maker, Google. Content marketing, particularly blogs and landing pages, can become the main contributor to gaining exposure from search queries.


Content marketers must recognize the exhaustive overhauling of SEO that Google has performed on its methods of answering queries with the best and most relevant website content available. Static keyword lists, evergreen content, plagiarized content and "spun" keyword-stuffed articles that make no sense are ferreted out and no longer attractive to search engines. Google and other search engines don’t want to be predictable or easy to manipulate. Consequently, many website owners fail to take advantage of content marketing strategists because they do not understand the valuable interplay between content marketing and SEO.


Postmodern content marketing has been molded to conform to Google's last three search algorithm updates: Panda, Penguin and Hummingbird. By taking a powerful and far-reaching stand against old "black-hat" techniques that used to be temporarily successful in ranking a website, Google has eternally banished the efficacy of keyword stuffing, invisible text, spamdexing, employing "backdoor" pages and inserting links that are irrelevant to the site or its content.



Keeping Content Dynamic and Why Frequent Publishing is Important to Ranking

When Google receives a query, it immediately begins "crawling" over the billions of websites available on the Internet, searching for high-quality, fresh content. Google's algorithms factor in how static, or stale, a site is by when a website was last updated with new pages, original content or incoming links. Businesses that neglect to publish new content on their sites at least once a month will inevitably find their rankings descending rapidly in comparison to competitive sites that perform frequent updates with the latest news or information concerning their product or service.


Evidence that Google prefers consistently refreshed sites can be found when studying news sites that update their content every day or even several times throughout the day. Websites providing news alerts, sports scores and stock information that change every hour always rank higher than other, less dynamic sites. While this isn’t solely due to frequency of updating, as new sites have high “authority,” it can be a contributing factor. The following demonstrates the relationship between number of blog article posts and the increase in site traffic.

“Impact of Monthly Blog Articles on Inbound Traffic” graph and associated information provided by HubSpot, Marketing Benchmarks from 7,000+ Businesses. Source: http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses.



How Keywords Improve Individual Page Performance

One of the biggest challenges and one of the more common mistakes is thinking that optimizing page rank by simply inserting the same keyword in every paragraph of text is acceptable. Unfortunately, Google's complex algorithm rejects that kind of simplicity. Google now insists on keyword choice and keyword placement to accommodate a precise set of content-driven formulas that focus on keywords capable of attracting traffic and conversions.

Unfortunately, leveraging well-developed content marketing cannot impact SEO without having some other fundamentals in place. The chart below outlines the factors that can impact SEO, with a disclaimer that Google is going to release new data soon.

“Components of Google’s Ranking Algorithm” chart and associated information provided by In2itive Solutions, LLC.
Source: in2itivesolutions.com.




Content marketing may be one of the leading techniques in digital lead generation and getting your website found online. When done correctly, content marketing can have a direct impact on search engine optimization and your company’s ability to rank on keywords.

Topics: Direct Marketing

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