By Nick James, Fresh Business Thinking
Quality content can establish your brand as a trusted source of information and position you as a thought leader for your industry.
It will get indexed by the search engines and deliver relevant visitors who in turn will share it via social media networks or by linking to your website.
That’s pretty much the Holy Grail as far as online marketing is concerned and therefore worth looking at in more detail.
Indexed by the search engines — there’s a little bit more to this than just content — first of all you have to have a website that’s well structured, allows spiders and bots to ‘crawl’ the site and provides them with a sitemap — but then it’s more or less down to ‘content’.
Share via social media — let’s face it unless you’re Justin Bieber no-one is really interested in what you had for breakfast and after a while it’s like being at a 24/7 dinner party where you’re expected to be interesting and sparkle.
Fresh, interesting content allows you to post links to Twitter, Facebook and LinkedIn which can then take people back to your website, it also allows other people to share links to your site and amplify it to their contacts and networks.
Linking to your website (backlinks)
A backlink is a link that is directed towards your website and Google uses the number and quality of sites that link to your sites to attribute a PageRank to your site. PageRank is a link analysis algorithm, named after Google co-founder Larry Page that assigns a numerical weighting to a web page.
A link from another site to yours counts as a vote of support and the more authoritative that page the greater the value — so a link to your site from the BBC, a university or a government site will be much more valuable than a link from an ordinary Joe.
A page that is linked to by many pages with high PageRank receives a high rank itself — although the Google algorithm takes into account many factors it is a high PageRank that gives a site a good reputation.
So in the proverbial nut shell decent, relevant fresh content is a must have for anyone serious about search engine marketing.
As online publishers we’ve been producing content for our own sites and for clients for the last 6 years – If you think we can help you then get in touch — firstname.lastname@example.org
We’d be delighted if you’d take five minutes to answer our short survey.
We’ll be turning the results into a report/infographic. If we like your quote, we’ll reference you and your business- some great free PR!
The Digital Marketing Show Content Masterclass will offer deep insight and solutions that will enable attendees to understand how the world of content can help deliver their marketing objectives. This one day intensive masterclass will provide you with all the knowledge necessary to confidently implement a new content strategy for your business.
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Digital Marketing Show Content Masterlcass, 2nd May, Ravensbourne College, London.