Their innovation and thought leadership in Product Experience Management drove numerous customer successes in 2019If the rise of the content marketing industry in the last decade has shown us anything, it’s that the right content, in the right consumer’s hands, can significantly impact a business’s bottom line. Of course, content can create cash flow in a number of ways, but one valuable application is by boosting organic search traffic. So how can a brand boost its organic rankings? By giving Google what it wants. The idea is pretty simple: Google really wants end-users (like you and me) to find the answers we’re searching for and be able to trust the results we find. If Google thinks those two prongs are satisfied, it ranks websites higher or lower based on the query.
By putting something at the top of search rankings, Google is effectively vouching for the source, both in terms of quality (and relevance) of content and trustworthiness of the source providing it. They’re staking their own reputation Italy Phone Number List and business model on it. Google’s ranking algorithm will likely never be known, as the search giant has made clear that it values content that “demonstrate[s] expertise, authoritativeness, and trustworthiness,” and specifically says that incoming links from trusted websites help determine how trustworthy sites are. This is where link-building SEO strategies come into play, and where there is an exceptional value in a diverse content portfolio.
For brands to be successful in reaping the SEO benefits of great content, they need to develop a strategy that addresses both prongs of what Google is looking for. The most effective way to do this in a content strategy is to include both niche, topical content and more broadly-appealing tangential content. By tackling both topical and tangential content simultaneously, a brand will both have the answers to the questions Google is asking and will generate the links required for Google to trust the source. Topical Content vs. Tangential Content Let’s say you own a store that sells high-end running shoes.