Content has always played a part in digital marketing strategies, but 2013 is set to be the year that content rules, with search engines changing the weight they put on content and quality when it comes to search engine page rankings (SEPRs). Now online marketing agencies are scrambling to find quality content writers to handle the growing need for high quality content to feed content led marketing strategies this year.
The main reason for the large shift in the value of content as part SEO tactics comes down the changes made by Google in the last year. Its Penguin update, launched in April of 2012, saw many websites’ SEPRs suffer due to a lack of quality back links from pages and websites containing quality content, as well as a lack of well written and relevant content on their own website.
The Good, the Bad, and the Black Hat SEO
Google decided to make the change after link building, a tactic that came about in the late 1990s after the search engine announced its plans to use links as votes for the credibility of sites and base rankings partly on this factor, gained a bad name due to the amount of online marketing consultants misunderstanding and abusing the original concept. Marketers would pay sites that were created simply for the purpose of content creation to post low quality and over optimised content full of links. This led to link building becoming about the sheer quantity of links rather than the quality of the websites and their content, making search results and user experience suffer.
Google are now cracking down on what has been deemed ‘black hat SEO’ or ‘bad link building’ by assessing the quality of the content and website the link is placed on, and favouring sites that use slow and steady link building tactics in conjunction with other online marketing and SEO tactics.
Content Is King
So, the best way to keep a good reputation and high SEPRs with search engines in 2013? Enlist the help of web marketing professionals and content writers, create high quality content that is written for the reader, not for the search engine, and ensure you are guest blogging and sending content to reputable sites where your content will be relevant and bring something worthwhile to the site. Do your research before submitting content to sites, as having links and content posted on sites with a bad reputation could harm yours. And enjoy it while it lasts, as content marketing may be hot in 2013, but search engines are constantly changing so keeping up is crucial for your online marketing success.
To find out how Mancunian Creative could help you with your content marketing and SEO strategies, email us hello@mancunian creative.co.uk or give us a call on 0161 883 0843.