With all of the recent updates to the Google search algorithms (Panda, Penguin and Hummingbird), a toll is being taken on social sharing and content.
The algorithms are engineered to get rid of ‘bad searches’, which includes keyword stuffing, manipulated hyperlinks and duplicated content, and as reported by Search Engine Watch, the above algorithms affect a massive 90% of online searches. Therefore, more than ever, we are seeing a giant surge in the need for high quality content.
Matt Wilkinson, account director at Pinnacle Marketing Communications, thinks that, because of this new turn of events, the way we use SEO must change: “SEO is dead (technically) in the way we used to be able to build links. Now we are focused more heavily on content marketing.”
What seems to be becoming clear though is that, in order to have a great content marketing strategy, an SEO team cannot do so on their own. So, it is from this that we are seeing an increase in working relationships between these two business roles (SEO and social media), that was previously rarely seen.
Also, for the purpose of creating their own real-time marketing strategies, some companies are taking matters into their hands: they employ the experts directly and get them to work together, is this going to be the new approach to content marketing?
Brand newsrooms will be utilised by large multi-nationals, according to Priyanka Dayal, content manager at Cision UK, as they can amplify the benefits: “The future for PR, SEO and marketers still involves traditional distribution platforms. Home-grown newsroom successes will be the exception.”
Google’s algorithm updates have certainly been creating some ripples in the water with its more human-friendly approach to search (users are now searching by using questions and phrases, instead of just standard keywords). Is this the beginning of a new trend for content marketers to follow? Treat your customer more as an individual than as a number and the response may hold the answer.