Content Campaigns: Good SEO Now Means More Than Just Building Links

Content Campaigns: Good SEO Now Means More Than Just Building Links

September 18th, 2012

What do penguins and pandas have to do with your website’s content? With all the new Google algorithm changes, many SEOs are seeing a fundamental shift in the way Google ranks websites. Now more than ever, high quality content is in the search engine spotlight, and can make or break your rankings.

Tips for adjusting to the new rankings are as follows:

  • Change from “Build” to “Attract”. This means that instead of focusing on getting thousands of links in low-quality directories, you should be attracting users with engaging content they’ll want to share with their friends and coworkers.
  • There is more to content than links. In the wise words of copyblogger:
    "Content Marketing means creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell; in other words, you’re educating people so that they know, like, and trust you enough to do business with you.”
  • Top of funnel-- setting clear goals and executing across all mediums. This highlights the importance of having core objectives, developing personas, coming up with a marketing strategy, allocating your resources, identifying your content types and social mediums, and tracking metrics.

Has your company made the switch from link-oriented to content-oriented SEO? What roadblocks did you encounter-- or do you expect to encounter-- along the way?