There’s a big misconception about how SEO works in the business world today. Many business owners think that SEO is the “unseen magic” that happens behind the scenes. If you’re a marketing manager or a business owner and you’re thinking of hiring a company to take care of your SEO, then you need to understand how content plays a huge role in your SEO journey.
Is Content Marketing Important?
Sure, content marketing is an important thing. It’s huge! However, if you’re not using the right type of content then you’re not going to be able to rank the right keywords. While I see SEO as a healthy methodology (we call this method Inbound Marketing) at its basic core, SEO is the manipulation of Page Rank.
You might be wondering if manipulation is a bad thing? Doesn’t that go against the Google Webmaster Guidelines? Well, the short answer is, it could. However, I see this as an issue of, “With power, comes great responsibility”.
The responsibility is to provide the end user with high quality content. If you’re failing at this responsibility, then you’re really not a marketer, you’re just a hacker of Page Rank.
Hey, being a hacker can be good. Even Neil Patel has branded himself as a “growth hacker” — but this is different.
Is SEO Really That Valuable, or is It Dead?
I like this handy-dandy pie chart that shows the irony of how SEO’s spend their time.
Ok, So Let Me Do My Job and Try to Teach and Convince You of SEO’s Value : )
Previously, I said that SEO is a methodology. I call this methodology, “Inbound Marketing”.
Inbound methods take conversion rate optimization, paid search, marketing automation software, e-mail marketing, press release etc… into one approach that fixes the three main problems our clients deal with:
- Increasing traffic
- Converting traffic to leads
- Converting leads to sales
You could say that the perfect marriage for increasing organic rankings for your Seattle area company is a strong technical search engine optimization and content marketing team. The two go hand in hand. Yes, Google algorithmic changes do have a large part of the search engine optimization world “throwing their hands up in confusion” over what really works for search rankings but the fact is, the same thing that affected rankings in 1999 still affects rankings today.
However, high page rank back-links are not the only part of SEO that makes a website more relevant to humans and Google. Fresh content is imperative to rankings as well.
Fresh content is like search engine food. It’s the digital meal that you serve up to please human curiosity and needs. In return, your website looks more relevant to search engines and you get higher rankings. In this case, back-links are not necessary but can be earned by consistent content marketing efforts.
Why Marketing is Often the Biggest Missed Component to Content Development
Content by itself is healthy for your website and search engines, but content that is syndicated out to other sources is 1000% more effective. There’s two ways of looking at back-link earning with fresh content.
- First, content that is merely developed and not syndicated will receive organic rankings that will earn back-links over time. If you have a lot of content out there then, you’ll organically earn back-links (as you provide value to human searches).
- Second, content that’s syndicated via social and a niche related site like business2community.com. Google + is also a great place to syndicate your content as this helps you develop your authorship with others in your niche.
Both methods are effective for earning high quality PR links to you inner pages and home page but the second method earns links much faster. Step one is a long term process that may or may not work. However, marketing to your current database of fans through e-mail, social, and Press Release will yield high quality links much faster.
Where ROI Happens With Content Marketing
ROI happens with organic search. Your content is the arrow. Your target is a demographic that converts well for you. If you’re hitting your target with your content and marketing you should be receiving high quality leads from the organic results.
Back-links are Bad??
Ok, maybe you’ve heard that back-links are bad from…somewhere. And frankly, there’s been a huge shift in our industry away from back-link development to things like content marketing and paid search campaigns. However, back-links are still the strongest ranking factor in use by Google. As long as you have a good foundation with your on-site SEO work, back-links are huge.
The Perfect Link
You need a highly relevant back-link with a high authority and trust. I use Majestic.com metrics to determine if the link I’ve attained for a client is high quality or not. trust and relevance are the biggest factors for determining if a back-link is quality or not.
The different between links today and links “pre-Penguin” are that now links are weighted by not only authority but also trust. It’s possible to have a ton of links that produce an authoritative website but, if those links are not trusted… then there’s going to be a big problem.
Here’s the difference, authority can be scaled by the number of links pointing to a page but trust is measured by the amount of healthy sites that are linking to that page. This is why you will see sits that have huge citation in Majestic but low trust. You want a lot of trust! Majestic is not able to measure all forms of trust either.
Nofollow links from quality social media sites pass a measure of trust (not authority) to websites. This is why you can rank a website purely off of nofollow links (a tactic used by many SEO’s today).
If you’d like to have a conversation with us on increasing your web traffic… contact us or download this great guide below!