Boosting your SEM Initiatives with Authoritative Content
Few people know that Google and many other search engines are now shifting from conventional ranking criterions to a system that focuses on content that is of high quality and comes with authority. While your Search Engine Marketing agency should still continue optimizing your metal data to have control over the relevant keywords, the primary way to generate organic search results is by making high quality content a major part of your strategy. Shifting from Content that is Heavy on SEO Most performance based SEO agencies too insist that content that is heavy on SEO will no longer help you attract that traffic you intend to. Google is placing especial focus on powerful content, making authority an increasingly important determinant of your success online. In addition to this, Bing too has a developed it’s very own variant of Google Panda and focuses on authority and content quality. SEO versus Marketing This shift is proving to be more challenging for marketing professionals than SEO experts. With the rules of the games constantly changing, the focus must now be on developing content that is relevant, newsworthy, original and authoritative. This requires strong understanding of the audience that the content will speak to and the knowhow of the type of content that can be best leveraged with the audience in question. Facilitating Social Tie-Ins The key to creating authoritative content that is powerful, marketers must continue focusing on developing strong social tie-ins. The idea is to create content that is impactful enough to attract attention of the influencers and motivate them to share your content on various platforms all over the internet. This chain reaction tends to resonate that most with target audiences. Furthermore, more
and more search engines are relying on social signals to validate the authority of your content. For instance, on Bing, your social performance helps determine whether the author is recognized, considered to be an expert on a subject matter and whether or not he or she is cited well. In such situations, signals from LinkedIn can prove to be extremely advantageous. Gaining Trust from your Audience In addition to driving more organic traffic, generating content that is authoritative helps gain more trust from your audience members. Every time a visitor sees you content, he or she inculcates the feeling of developing a relationship with you that is based on knowledge. It is marketing 101 that making a sale is easier when you are trusted by the target market. 4 Ways to Develop Authoritative Content Exhibit knowledge and passion towards the topic in question. Patience and depth during research is the ideal approach. Make sure your content is original. Always bring something new to the table, whether it is new research or a unique perspective on an ongoing topic. Make sure the content is always well written. Carefully craft content that is grammatically and contextually correct. Start by sharing the content within targeted groups of people. Never underestimate the power of social platforms. If you haven’t already started working towards boosting your online authority, taking search engines seriously and starting now is the right thing to do!
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