Content Alone Is Not Enough For Top Rankings

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Google has made it a point to constantly change the SEO playing field. Over the past few years, the search giant has worked hard at creating updates that change how websites appear in the search engine results. These changes have been given cute nicknames like: Panda, Penguin, Pigeon and Hummingbird. While the names are kind of cutesy, the results of these algorithm changes are monumental, mysterious, and potentially devastating. Many website owners watched their traffic stop over night. It was as if someone just turned it off like a water faucet.

It all boils down to having the right content marketing strategy in place. Creating content is no longer enough to please Google. Every single piece of content has to have a few stellar qualities. You could think of this as a recipe for search engine success. These methods have always been successful and they will continue to be after the next cute named Google update is slathered on the Internet.

Spice Up the Variety

Variety may be the spice of life, but it is also the spice of a good content marketing strategy as well. Your content needs to cover four key aspects. Your content needs to persuade, educate, entertain and convert.

These four important traits don’t need to appear in one single piece of content. Spread these traits around in different pieces of content. Create one piece of content that educates, another that entertains, another that persuades and one that converts. Mix it up too. Make it all compelling, original and engaging and you can never go wrong.

Strategy and Audience

Your content market strategy will be different from other businesses. This is because each business has a different target audience. You need to identify your target audience and create your content accordingly. Ask yourself these questions:

  • What does my target audience want?
  • What does my target audience expect?
  • How will my target audience respond to different types of content?
  • What types of content will engage my target audience the most?

Finding the answers to all of these questions is not always so simple. It will take some time on your part to test content and gather information on how your target audience responds to it.

See Also: 3 Content Distribution Strategies to Try Now

Tailoring Your Content

Once you have the answers to those questions, you can start fine tuning your content. You can start creating different types of content for different people. Every single person will react differently to your content at every stage of the buying process.

Incorporating Powerful Triggers

The final step for you is incorporating powerful triggers that make a person do something. You might want them to sign up to a newsletter, buy a product or request more information. There are a few things you can add to your content to influence your viewers to take action. Scarcity and social media proof are two of the most powerful triggers that always get a response. Try incorporating them into your varied content and see how they influence your customers.


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