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But do content-driven brands skew closer to publications or are their marketing roots still showing? We analyzed 200 posts that ranked on page one of Google for terms related to the marketing industry that generate at least 500 monthly searches.
Of course, publishers, whether marketers or journalists, have direct control over only a handful of Google’s evolving ranking criteria, and the factors that impact search results shift by topic and keyword. For example, influencing page and domain authority is like steering an ocean liner: It’s doable, provided you’re not in a hurry. Thus, for the purposes of our analysis, we paid particular attention to the recency, content structure, and post quality -- factors largely within the publisher’s span of control (though because the weighting of each is constantly adjusted by machine-learning, we kept our analysis broad stroke and directional)....
"It’s tempting to get distracted by speculation surrounding the latest SEO algorithm update, but remember that the core principles have gone largely unchanged. Content quality, depth, and freshness are still the pillars for effective search strategies while a strong distribution channel can help accelerate success."