Many well-known industry professionals are beginning to claim that “content strategy” is the latest SEO. Many argue that traditional methods for building links are no longer viable, particularly after Google’s famous Penguin update.
It’s almost like returning to the basics. Remember the days when websites were created to provide information, and hyperlinks among blogs were “natural” and valuable?
With the many recent algorithm changes, it’s becoming apparent that Google is trying to make people “be natural” with whatever they do to boost their website’s position in Google’s search results.
Does this mean that link building is no longer viable?
In fact, links are still the main factor in the algorithm for ranking. However, the old-fashioned methods of building links are no longer effective (and could actually harm your rankings), while the new link-building strategies are only effective when you have something worth trading.
This “valuable” thing is simple quality, unique and valuable content. https://studycrumb.com/ looked at the most popular content strategies of this year and made their own conclusions.
Content Strategists and SEO
In complete isolation from the tech mass of SEO experts are the strategizers who deal with “content” instead of links. These people create the value that is associated with the brand.
By creating value and dispersing it, content strategists are able to gain attention not only through websites but also through many other sources.
Prior to the latest Google Panda and Penguin algorithm adjustments, SEO had been largely an algorithmic game. It took advantage of the fact that Google relied on hyperlinks to determine the quality of a website.
When Google made the decision that links from reputable directories were relevant, SEOs took advantage and benefited from this fact. When Google determined that anchor text was an excellent way to gauge the importance of the site’s content, SEOs also benefited from that decision.
However, that’s not the way content strategists operate. Content strategists focus on producing quality content and dispersing it through various channels. The rest is completed.
Alongside establishing the reputation of a brand and gaining recognition via social media channels, good content creates relationships and links and provides value for a long time.
The main purpose of a great strategy for content is to generate more visitors to your website, obviously, but this approach is a route that isn’t as well-traveled.
Link building in the traditional sense may perform to a lesser degree in the present, but unless link building is accomplished by implementing the right strategy for content quality, and it is not, it will ultimately backfire.
Google’s focus on quality information has raised the bar on what is truly “great content” as well as the importance of links.
Five Traditional Link Building Techniques That Are No Longer Relevant
Link building via directories isn’t dead completely, but its value and amount of respected directories have decreased over the past few algorithm changes. Google’s evaluation of links that originate from directories has decreased steadily.
In some instances, Google has given links from directories as negative.
2. Forums & Blog Commenting
Commentaries on blogs and forums have been considered for a long time to be an essential part of a link-building strategy. But, these strategies lost their effectiveness a few years ago and led to the creation of the “no follow” tag, which became the topic of discussion and confusion in the field.
Unfortunately, some self-confessed SEOs are still using these old-fashioned methods. If your content strategy includes participating in discussions in cyberspace, making inappropriate comments to generate hyperlinks back to your site simply isn’t worthwhile.
3. Paid links
When it comes to paid links, experts’ opinions differ. However, many experts believe that paid links are risky and costly. In February of 2011, JC Penny made national headlines when Google was penalized for buying paid links.
In a way, JC Penny gained thousands of new links inbound due to the news coverage across the country. However, paid links don’t make sense.
4. Web 2.0
Everything that was celebrated about Web 2.0 blogging on platforms such as Blogger and WordPress, posting hyperlinks on Digg, Del.icio.us, etc. The hype is gone. There’s not much buzz around Web 2.0 nowadays. It’s an outdated link-building strategy that assists when there’s a strategy for content.
5. Link exchange
Link exchange (the practice of trading links) was among the strategies for building links that were first to be made ineffective. When Google removed links from its rankings that were considered to be reciprocal, this strategy ought to have been discarded.
However, many webmasters receive emails asking for exchanges of links. A few people are behind in technology, it seems.
Five reasons why Content Strategy can be the new SEO
1. It adds value, not noise
The larger picture, as seen from Google’s perspective, is to provide users with relevant information. To accomplish the goal, Google identifies valuable websites and then tries to put them with high rankings on search results pages.
With hundreds of irrelevant and unworthy websites popping up constantly and lying around, the task may be harder than ever; however, Google is managed by some most intelligent people and is constantly changing.
A good content strategy adds value. If there’s value, it is a good place to have users, automated linkbacks, social shares, and other elements that drive rankings and traffic.
2. It helps build a community
Content strategy is about gaining an audience by offering benefits to the user. Effectively executed content strategies make good use of tools and resources like blogs and social media to build a strong readership/following.
This allows businesses to earn more income by generating even a small amount of traffic.
3. Google likes “natural”
Instead of being sneaky or secretive, a content strategy is about creating content that is valuable and then distributing it via the appropriate channels. This method of distribution is safe from updates and new algorithms.
4. Better brand awareness and image
Link building has a different goal: to generate traffic via higher organic search rankings. Content strategies, however, do not solely serve the goal of achieving high rankings in search engines.
It is also focused on creating a solid brand image – one that speaks for your company. Through delivering value, a content strategy can propel you to the top of the list of search engine result pages.
5. Links aren’t able to go viral, but content is
In the end, if you’re thinking about even a little bit of making use of this “viral” factor, only an incredible piece of content can do the trick. Links aren’t going to do this.
Actually, any campaign or campaign that’s become viral has relied on the worth that the material has and the “shareable” quotient. Naturally, links are created.
Simply said, a content strategy is not an easy task to follow.
We always seek quicker processes with quicker results. Only those who have the ability to create value and have a good understanding of the bigger picture comprehend the real importance of content strategies that make a website and business ahead of the competition.
A content strategy requires lots of time and money. However, it’s a single-source solution that has numerous advantages.
How Do You Create A Solid Digital Content Strategy
A solid base of content with solid data that can be utilized in many ways, including ebooks, infographics, blog posts, white papers, etc.
When you begin to develop an online content strategy, it’s important to remember that the objective is to create content experiences that help increase brand awareness and loyalty as well as engagement.
The four elements of memorable experiences for content throughout the process will keep the stakeholders in the present and focus on the larger overall.
Users want customized content, and they would like it to be accessible via their preferred channels. Brands should be able to make content relevant to devices’ location, location, or preferences of the user to provide personal experiences.
Every touchpoint of a brand should enhance a user’s entire experience when they interact with the company. Visitors to an app, website or online storefront don’t need to know who oversees the merchandise, works on localizing content, or handles delivery.
They’re looking for a consistent voice and a consistent brand identity each time they visit.
The ability to think about attention spans creatively is a thing of the past. To keep their customers interested, brands need to imagine the possibilities, create and then deliver experiences that are distinctive and maybe even surprising.
Consumers are trend-hungry and are always looking for the next trend. If a company isn’t able to deliver on the latest trends in its field, then another one will.
Their teams require processes and tools that allow them to respond quickly to trends in the market and to customer needs.
So, what’s holding you back? Make yourself a content strategist, and you’ll be transformed into a search engine specialist. It’s the only way to make sure that your efforts won’t be discarded when the next algorithm update comes out from Google.