Having an effective content marketing plan in-lieu of Google’s Update
It’s evident that Google has it’s eyes set on effective content marketing rather than just “burn and churn” content ranking. How Google surveys quality is at times a thing of secret, yet we do realize that it needs to give clients the best selection, according to their analytics. At the end of the day, this recent overhaul this year is about further concentrating on enhancing the client experience and pushing quality substance (and penalizing those that have not). That is uplifting news for those who have been practicing a strong and effective content marketing plan, that always place emphasis on substance, rather than loopholes or oddities.
Has your site been influenced?
No one can say for certain how much they were affected by the major update in May, but there’s a good chance that it could have in some capacity, if you have doubts about the content of your website. It presents a good opportunity to go over what constitutes good content from bad.
Outside speculation has led many to believe Google’s upgrade has targeted the niche of tutorial websites, where it is not uncommon to see a lot of content that is unoriginal or generic. At first, it just looked as if the update disproportionately affected the little guy and websites who don’t incorporate Google’s Adwords heavily, but now that the dust has settled, these theories have begun to fall apart as more of these websites that are so harshly affected are analyzed.
Keeping Your Content Fresh
Quality over quantity is the basic premise to effective content marketing has always been the motto; if you run a website that is tutorial-focused, user-generated content, you need to be able to control the quality of your content by hiring active moderation to keep your webpages from being used as a dumping ground for self-promotion, rubbish information, and copied information.
Quality of advertising space is also important to this Google Quality update. No longer can you simply slap banner ads throughout your content space and expect only a minor annoyance from readers. They’ve gotten smarter, apparently, when it comes to tracker user behavior, so making your adspace less invasive and less dense is very important.
Effective Content Marketing 101
When it comes down to it, this Google update should not cause you to panic if you practice an effective content marketing strategy. If you didn’t rely on auto-playing videos to force visitors into the first phase of your marketing strategy, you’re going to be fine. If your website didn’t rely heavily on redirects and doorway pages that lead to unrelated products or services, then you’re going to be fine.
As long as your overall content marketing plan involves improving the quality of your website, its usability, and how your users value the content that you provide. Simply having a website that funnels people from one place to another is no longer an effective content marketing strategy. You can’t afford to sacrifice the investment of telling great, compelling stories in exchange for “efficiency” or “presentation” anymore. SEO marketing plans are much more involved these days, but that is what separates the fly-by-night businessmen from the dedicated online content creators who care about the readers, as well as their own financial success.
Rachel DeAntonio has been a sales and marketing professional since 1992. In 1994, she launched a full-service marketing and communications firm. DeAntonio’s work has garnered awards from the Direct Marketing Association (DMA) and has led to many successful start-ups. She has authored several trade publications, and, in 2012, began her career in digital marketing and search engine optimization (SEO).