Web marketing strategy focuses on creating visibility online and aims at achieving a better rank than competitors in order to thrive in the market place. At the core of a company’s Search engine optimization (SEO) approach, is the desire to attract traffic and get brand recognition. Search Engines (e.g., Google, Yahoo, Bing, etc.) on the other hand, focus on finding quality search results in order to stay relevant. They learn from user behavior and adapt to their needs and habits. They need to keep upgrading their algorithmic on a regular basis and strive to better their search results continuously. User interest cannot sustain over a long period if the search engines do not keep up their efforts in this direction. Google has been the dominant force in this field and its aims of being current and beneficial to the users has worked very well so far.
However this can be achieved only through fresh & quality content that addresses customer queries lucidly. In order to keep the content fresh, it needs to be updated regularly. Content also needs to be continually valuable and must satisfy a user’s query to the optimum standards. Being authentic, sincere and accurate is the key for good results. A well-written article based on serious research and analysis is bound to catch attention and gain popularity over time. Bad content with search engine manipulation schemes leads to counterproductive results.
However, good content should not suffer from technical issues which may lead to search engines ignoring it and leaving it in oblivion forever. Hyperlinks play a vital role for interconnected content to be found by search engines in the vast jungle of online data. It is crucial to understand the importance of links. They are key to being noticed in the world of the web. So much so that every content page which must be reachable from at least one clean static link. It is important to create easy descriptive Uniform Resource Locators (URLs – reference/address to content on the web) which save time and energy of users. Specific, short and static keywords used in headings, descriptions and meta-data make content more visible to search engines. Using hyphens to separate keywords is a good practice as well. Search engines focus on getting relevant answers to user needs and rank their search according to how users see and react to the results of a query.
Caution must be exercised in terms of inactivity, too much link growth over a very short time, dramatic shifts in subjects, and irrelevant or expired content. These could send negative signals to the search engines and result in being ignored by them. Too many images and rich media can also lead to disinterest from the search engines. However, if a page is very promotional or has too many useless links, it is never too late to clean it up. It’s a tight rope content marketers walk these days. However, quality content can go a long way in promoting and maintaining your brand in the online space.
References:
1. Google Webmaster Guidelines, 2. Search Engine Land, 3. Search Engine Watch
However this can be achieved only through fresh & quality content that addresses customer queries lucidly. In order to keep the content fresh, it needs to be updated regularly. Content also needs to be continually valuable and must satisfy a user’s query to the optimum standards. Being authentic, sincere and accurate is the key for good results. A well-written article based on serious research and analysis is bound to catch attention and gain popularity over time. Bad content with search engine manipulation schemes leads to counterproductive results.
However, good content should not suffer from technical issues which may lead to search engines ignoring it and leaving it in oblivion forever. Hyperlinks play a vital role for interconnected content to be found by search engines in the vast jungle of online data. It is crucial to understand the importance of links. They are key to being noticed in the world of the web. So much so that every content page which must be reachable from at least one clean static link. It is important to create easy descriptive Uniform Resource Locators (URLs – reference/address to content on the web) which save time and energy of users. Specific, short and static keywords used in headings, descriptions and meta-data make content more visible to search engines. Using hyphens to separate keywords is a good practice as well. Search engines focus on getting relevant answers to user needs and rank their search according to how users see and react to the results of a query.
Caution must be exercised in terms of inactivity, too much link growth over a very short time, dramatic shifts in subjects, and irrelevant or expired content. These could send negative signals to the search engines and result in being ignored by them. Too many images and rich media can also lead to disinterest from the search engines. However, if a page is very promotional or has too many useless links, it is never too late to clean it up. It’s a tight rope content marketers walk these days. However, quality content can go a long way in promoting and maintaining your brand in the online space.
References:
1. Google Webmaster Guidelines, 2. Search Engine Land, 3. Search Engine Watch
By Pramodh Kunnil | Connect with Caramel Media at Google+
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