At a recent event in London earlier this month, BlueGlass announced its acquisition of Quaturo, a content marketing firm in London. Content Marketing is the new buzz word in digital. For those who want to know what is going to happen in SEO in 2013, this is the future.
Kevin Gibbons, the Founder of Quaturo and now MD of BlueGlass UK gave a presentation at the BlueGlass event about how SEO has changed and the importance of content marketing. There was a time where a few directory links and article syndication would be sufficient to change a client’s rankings, but now this is no longer the case.
Content marketing is about producing great content, quality guest posts, interactive content, infographics and link building. Content marketing is important as Google states content is king. It is important to follow Google’s guidelines especially having high quality content on your home page. If a company is creating high quality content, it will ensure the site is ranking in the search engine result pages (SERPs)
Thomas Cook, Expedia and Trip Advisor are just some of the sites that have the most amount of content and as a result high visibility in the SERPs. It is important to ensure a business’ site is Panda proof. Do not keep chasing the algorithm, but instead make content marketing the centre of a business’ online strategy. It should not replace SEO. BlueGlass produced a great infographic on what content strategy looks like in the UK. At the moment 90% of companies believe content marketing will be much more important over the next 12 months, but 42% think they lack the employees to do carry this out.
Content marketing has three main objectives:
– Increase engagement
– Raise brand awareness
– Link building is a by product of content marketing
Many agencies in the UK are incorporating a content marketing strategy as part of their link building plan. This will become more important next year especially as Google will be placing more emphasis on the author who wrote the content rather than the site itself. Google authorship is making an impact and Google+ is a way for authors to be connected with their content, therefore a link from a well known author in that field will have far more weight than if the link was from a high authority site.
Since the Panda and Penguin updates, many companies have been spending more time removing the links, instead of building them However, it is important not to abandon backlinks. Social signals along with the SEO signals play an essential role in the visibility of a brand.
The improved visibility will be seen if companies implement a content marketing strategy . In the case of agencies and clients, clients need to understand the importance of content marketing and the fact that results cannot be immediately seen. A solid partnership between agency and client is essential in delivering a content marketing strategy which will lead to increased exposure and visibility for both parties in the future.
The author is a freelance SEO writer for Sekari Dubai, a leading Middle East specialist SEO agency.