Public Relations & Social Marketing Insight

I’m going to discuss content marketing strategy as it relates to search engine optimization. A lot of businesses get this wrong by focusing too tightly on the sales parts of the marketing funnel.

With SEO, You Need Authority

In organic search, you cannot buy visibility with cash. Instead, the working currencies are authority and relevance. Authority comes from links and social media sharing. Here lies the catch: while you can bond money and keywords together in paid search, links and keywords possess little relationship to each other. In fact, your top converting organic keywords may also be your least link-worthy.

It’s not as easy as SEO-optimizing pages of content for your best PPC keywords. Without authority your content isn’t going to rank.

Understanding Authority

When it comes to organic search, there are two types of authority: page and domain. Page authority comes from links pointing at a document....

Domain authority or site wide authority is an aggregate of page authority...

Attracting buyers to your site through SEO is becoming harder, thanks to search ranking getting way smarter and more and more personalized to the searcher. So the question for B2B marketers is: How can you measure rank accurately if you know it’s going to be different for each person – based on where they are, their search history, and their activity on various Google apps?

For example, factors like your location if you have location services on (eg. by using Google Maps) and usage history (Google uses hints to your location even if you have disabled location services by looking at your past searches) can directly impact your search results. For many marketers keeping up with SEO best practices is hard and confusing. But there are some things you can do that do work. In fact, Google look favorably upon them (hint: they are NOT dodgy link buying tactics)….