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Search engines have undoubtedly become the gateway to the internet, and industry heavy-hitter Google has been making some tweaks to the way Search Engine Optimization (SEO) is formulated and used. They’ve been busy over that last year re-examining traditional SEO strategies and implementing changes while enforcing a few penalties along the way. SEO companies and publishers have begun to reshape their approach and have started changing the way they market.

The Importance of Authorship

More companies are beginning to realize the importance of author rank and take Google authorship much more seriously, especially after Google has confirmed that they use this process to rank articles. The expectation is that in 2014, or early 2015, Google to be releasing an update to their algorithm which considers the authority of the author of the article, giving them higher rankings as a way to highlight content written by a more respected and authoritative author.

Branding on Social Media

Social media isn’t a new player on the field, it has been a major factor in generating traffic towards a company’s web page, and is the current in-demand and relevant content to most customers. Recent studies on media referral traffic has shown that social media sites such as Facebook, Twitter and Pinterest have started driving a sizable share of web traffic. As some sites struggle towards a mediocre SEO ranking, brands have begun to turn to social media as a more immediate way to deliver content to their target market, thus increasing web traffic to their main site.

Content Marketing Replacing SEO

SEO strategies have had to adapt and build in complexity in order to continue to best serve their clients. The term ‘content marketing’ has started to blend and become synonymous with ‘SEO’. In many ways they are similar, but involve crucial differences. While businesses and marketers are still committing to create high-quality content, keywords, anchor texts and backlinks, attention must also be paid to the broader content marketing. A solid strategy aims to build exposure, generating brand awareness, authority and conversion rates. Content marketing still relies on basic, fundamental SEO practices, and a blend of both is an invaluable tool in the online marketer’s arsenal.

Competition for Online Visibility

With more businesses actively using SEO and content marketing as part of their overall strategy, the competition for rankings has become more fierce. The value of brand visibility and rankings has created a scramble of companies to find a way to generate enough traffic to keep their pages relevant. The tasks and roles associated with SEO have begun to change, being steadily integrated with content marketing. Despite this change, businesses are reaping the benefits of brand visibility, sustaining a company’s reputation and successful generation of website traffic.

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