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Content Marketing is In for 2017

author image Written by: Lia           Categories - Digital Marketing, SEO Tips>Content Marketing

Businesses large and small are shifting their focus from traditional ad campaigns to content marketing strategies

Watch out, banner ads—content marketing is here to stay.
You could say traffic is getting pretty tense in digital spaces.
Watch out, banner ads—content marketing is here to stay, and is proving to be a preferred choice among marketers and consumers. Content marketing is reaching audiences through various channels with engaging quality content such as blogs, news articles, social media posts, videos, photos, and infographics. In a digital world full of competition, reaching out and engaging your audience is necessary if you want to retain a loyal customer base. Content marketing can no longer be ignored by businesses, so many are getting on board with successful digital marketing strategies to stay up-to-date with today’s consumer trends.  

THE SHIFT TO QUALITY CONTENT MARKETING

Quality matters when it comes to content marketing
Say it with us.
Businesses across most industries are planning to spend more resources on content marketing this year than on traditional marketing channels such as advertisements and publicity campaigns. Also, their top priority for 2017 is to produce quality content in the form of relevant and informative articles. These articles are meant to engage and educate audiences, making them feel more connected to businesses and more likely to browse their websites. Most importantly, the content must focus on the audience and not the brand. Digital marketing is taking precedent over traditional marketing. Quality content is more effective in engaging audiences than online ads, especially since more people are using ad blockers on their mobile devices these days. Marketers have realized that content marketing is the way to go—the creation of high-quality content that consumers actually want to read is extremely valuable for businesses. The regular posting of quality content on blogs and social media is important for keeping consumers engaged. Visual content is also increasingly necessary for effective content marketing—audiences enjoy visually-engaging content such as photos, videos, and infographics.

FOR THOSE WHO STILL HAVEN’T MADE THE SWITCH

Come get your content marketing
Haven’t made the switch? Come on! Get on it!
A survey of marketers in the U.K. found that most marketers believe content marketing is effective, yet many still don’t know how to implement a successful content marketing strategy for their businesses. These marketers cited lack of staff and budget as major influences for lagging behind. However, 70 percent expect to invest more in content in 2017. For businesses who need to revamp their marketing strategies and get on board with the content marketing trend, but don’t know where to start, a digital marketing agency can help make the switch. Reach and engage your audience with quality content marketing that will win over their hearts and keep them coming back for more.

Lia

Google’s Updates You Need To Understand

12/21/2021

We mentioned the new Vicinity update Google has going on. It was an algorithm update no one was prepared for and caused quite a commotion in the community. To avoid history from repeating itself, we must learn from our mistakes – and what better way than going through all of the things that have already happened? It could benefit you if you go through all the major updates Google had in store in the past year and come up with a strategy for the year ahead.

Google Search Biggest Updates in 2021:

For us to have the most relevant and reliable results, Google Search Algorithms are updated thousands of times throughout the year. Of course, most of them go unnoticed, but every now and then one comes along *cough cough* Vicinity *cough cough* and makes a mess. That’s why it’s better to keep track of each change, make sure to understand what is happening and learn how to use them so it can benefit you.

The Page Experience Update

This update was designed to improve the website experience searchers have. Mobile usability, security issues, HTTPS usage, Web Vitals and Ad Experience are all taken into account. The main goal is safer browsing for users and resurfacing flags in the Page Experience Report.

What To Do?

  • Work on your loading speed
  • Make sure your page has a mobile-friendly version, with no usability errors
  • Make sure your page is secure and use HTTPS
  • Don’t use interruptive, distracting or unfavourable advertising techniques

Here’s a helpful resource for optimizing your page for this update.

Link Spam Update

This was when Google reminded us about the importance of good content and quality links. The update was and still is effective at identifying and nullifying link spam across multiple languages.

What To Do?

  • You need high-quality link building
  • Create high-quality content
  • Focus and improve the user experience
  • Avoid useless linking!

Broad Core Updates

It took longer than expected, but it is done. As usual, Google didn’t offer a lot of advice on how to deal with a core update except to try hard all the time. This update had also caused big commotion since we saw some pretty weird pages ranking high. The conclusion was, again, to use quality backlinks.

ProTip! – Improving content and backlinks might help you to recover more than fixing the technical aspect!

Product Reviews Update

This update was designed to reward in-depth product reviews and “punish” irrelevant, summary-of-a-product type of content. Instead, a review should be relevant and detailed. We have also learned that Google and potential customers like seeing realistic reviews, even if that means seeing a few bad ones as well.

What to do?

  • Write longer, knowledgeable reviews
  • Add your own content, not just the manufacturer description
  • Describe how a product has evolved from previous models
  • Include the Pros and Cons

Here’s more advice on what you should know about the product reviews update and how to handle it.

MUM

Google also introduced us to the Multitask Unified Model which uses AI to help searchers. It “speaks” 75 different languages and understands both image and the written word. However, it might understand much more in the future, since Google keeps saying they’re working on expanding this capability to video and audio.

One of the first things MUM learned to do is to keep track of vaccine queries and it will continue bringing more understanding to Google’s algorithms.

Vicinity

This is a fresh one and we’re still trying to figure out what exactly happened so that keywords aren’t as important anymore. Maybe the lesson with this update is not to violate Google’s guidelines and add keywords for the sake of it. It seems like new businesses are winning with this one.

 

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Mueller: Web Pages Should Have “Some Content” Above the Fold

05/11/2021

Content creators may wonder whether Google views content ‘above the fold’ on websites as more important for its search results. Fortunately, Google’s Senior Webmaster Trends Analyst John Mueller provided clarification during a recent livestream.

During an episode ‘SEO Office Hours,’ Mueller’s Google Hangout series, a viewer asked Mueller if Google paid more attention to content above the fold. The viewer shared that they were aware of a website that moved their content from below the fold to above, and found that they SERP rankings improved instantly.

‘Above the fold’ refers to what is visible instantly upon clicking on a webpage – in other words, the top of the page. Anything on the page that requires the user to scroll to view is ‘below the fold.’

Search Engine Journal explains that, previously, Google would prioritize content above the fold on webpages when analyzing them for SERPs. Google has since switched to AI and natural language processing to analyze the entire page – not just what is above the fold.

So, does Google really prioritize content that is above the fold?

Not entirely, Mueller explains:

“The main thing is that we want to see some content above the fold,” Mueller said on the livestream. “A part of your page should be visible when a user goes there.”

Mueller provided an example of a page that wouldn’t be received well by Google.

“If a user goes to your website and they just see a big holiday photo and they have to scroll down a little bit to actually get content about a hotel, then that would be problematic for us,” he said. “But if they go to your home page and they see a hall of fame photo on top and also a little bit of information about the hotel – for example, for a hotel site – that would be fine.”

Mueller’s ultimate answer?

“It’s not purely that the content has to be above the fold. But… some of the content has to be.”

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