Friday, March 24, 2023
Content Marketing Part 4 - The SEO Expert Reveal

In the world of digital marketing, search engine optimization (SEO) is an essential tool for businesses to attract and retain customers. SEO is a set of techniques that are used to improve the visibility of a website in search engine results pages (SERPs). While there are many factors that contribute to a successful SEO strategy, one of the most important, in my opinion, is content.

Content is the backbone of any successful SEO strategy. It is what search engines use to determine the relevance and usefulness of a website to users. The more relevant and useful your content is, the higher your website will rank in SERPs. This is why it is essential for businesses to create high-quality, informative, and engaging content that aligns with their target audience's needs and interests.

One of the most significant benefits of creating high-quality content is that it attracts and retains website visitors. People are always searching for information online, and if your website has the answers they are looking for, they are more likely to stay on your site longer and return in the future. This increased engagement can lead to more conversions, which ultimately results in more revenue for your business.

Moreover, search engines like Google prioritize high-quality content when determining search rankings. These search engines use sophisticated algorithms that evaluate websites based on a wide range of factors, including the quality and relevance of their content. By creating high-quality content that is optimized for search engines, you can improve your website's visibility and attract more organic traffic.
In addition to attracting organic traffic, high-quality content can also help businesses establish themselves as thought-leaders in their industry. In turn, this can have additional positive impacts in being involved in mainstream media such as tv, radio, podcast and print.

While I still believe Link Building to be an important part of the process, I also find it having several challenges that most businesses are not prepared to accept.

First, the definition of a link has changed over the years. Back when I got started in digital marketing in the early 2000's it was ok to keyword stuff words on your site, to do link exchanges with other sites and to "acquire" links that offered little to no benefit to the site.

Secondly, most primary keywords in most industries have been solidified by sites that have been at SEO a long time, government sites, educational sites and even directory sites. The opportunities are slim and require a lot of time to hopefully make it to page 1. Any link building strategy will take a long time, will be costly and will not come with any guarantee you'll reach your goal.

This is where the alternative of focusing on content can be a fruitful opportunity to focus on. Since Google is ranking the content of a page rather than a specific keyword we now have the ability to create detailed content that can focus on secondary, tertiary and related keywords to that "core" keyword we (probably) won't rank for. Meaning we can drive meaningful and quality traffic based on several keywords rather than one that may not even work out if the content doesn't align!

Now go a step further and take that content you've created and divvy it up into several social pieces of content. Not only are you building shareable content for social media, we also know that there are social cues when it comes to rankings.

In my opinion content will be the key factor moving forward when improving the SEO of your site and overall business.

About the Author: Patrick Herman is President of pH Dgital Marketing that offers paid ads, SEO and Social media services.  
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This is a guest column for the COPA judges so they can share some of their wisdom with the industry. The COPA Judges are the who's who of the publishing industry in Canada.  COPA Judging Panel Link 
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