Content creation is the most effective strategy for maximising the potential of SEO efforts but is also the most difficult, according to a new study published by marketing research agency Ascend2. This suggests that brands are still struggling to create and use content effectively in order to drive traffic and reach new customers.
The study polled marketing influencers about the tactics that they use to maximise their SEO campaigns, and content creation is the clear number one, with 57 per cent claiming that it is the most effective. Content appears to be a doubled-edged sword for the majority of marketers though, as 48 per cent ranked it as the most difficult activity for getting desired results.
Some of the other tactics that are deemed crucial to SEO strategies include keyword and phrase research (49 per cent) and integration with social media platforms (39 per cent). While marketers continue to face challenges with bringing content and SEO together effectively, 81 per cent of respondents believe that their overall efforts are at least above average.
Using external resources
When looking ahead to 2017, 50 per cent of those surveyed said that generating more traffic is the main goal for their SEO endeavours, while 46 per cent said that search engine rankings will pose the greatest challenge to achieving success in the future. High-quality content will be key for those aiming to improve their performance in SERPs during the coming months.
“With changes in search algorithms and the focus of quality and relevance of content over quantity, it’s even more important that marketers develop a strategy and dedicate resources to content creation,” Ascend2 CMO and partner Todd Lebo said.
The latest study also shows that using third parties and external resources to support SEO strategies is increasing in popularity, as more than three-quarters of enterprises are now sourcing content and other tools from elsewhere to mitigate the often time-consuming and difficult nature of SEO and content marketing.
“Whether companies do it themselves or hire someone, they need to have a well-planned, well-executed SEO campaign,” Eric Sachs of Sachs Marketing Group added. “SEO comes down to content – if the content is subpar or copied, then there isn’t enough information for the search engine to feel your website is relevant based on the search queries.”