Using integrated marketing to support search
A short article in Forbes a few days ago hints at what most marketers and SEO experts know to be true: The way search engines sort and rank content is ever-changing. With that in mind, it pays to stay in touch with what’s new in SEO strategy.
Some recent SEO changes include:
Old and recycled content is out
You have probably read content marketing advice from countless sources encouraging you to “repurpose content,” but that advice now comes with a caveat: Google’s algorithm update continues to weed out old material. Simply rearranging paragraphs or adding a few new lines to an old blog isn’t “enough to fool Google anymore” according to the expert quoted in Forbes.
You can still make use of existing material, but proceed strategically. For example, you can take an old white paper and use it to craft a new blog or video to share. Think of your old content as a library of useful information: Pull from it to create freshly written and repackaged pieces rather than presenting a dusty, old blog as “new.”
Importance of mobile
Google’s new algorithm also impacts websites that are not mobile-friendly. PC Magazine writes:
“For the past year, Google has penalized websites that are not mobile-friendly. In March, Google announced that it was going to increase the importance of mobile friendliness in its search rankings. Google provides tools that you can use to determine the friendliness of your website for mobile. If your website isn’t already mobile-friendly, it’s time for you to embrace all of those small screens out there.”
If your business has yet to embrace mobile optimization or mobile marketing, you can’t put it off any longer. The importance of mobile is only going to increase, both in terms of SEO and your overall marketing efforts.
Emphasis on images
We talk a lot about using images and videos to help tell your story in content marketing, and images have an impact on SEO strategy as well. While Bing is a smaller player in the search engine marketplace, its platform changes last fall indicate that images are important to users, which means that they should be important to marketers as well.
At Campfire Digital, we go beyond just SEO and focus our efforts on integrated marketing – an approach we like to call socially smart marketing. It includes content development and distribution, website development and optimization, social media integration, inbound marketing and more. This multifaceted strategy is designed to help our customers stay ahead of the curve as the digital marketing world, including SEO, changes.
To learn more about our integrated marketing strategy and how we can help your business, schedule a free consultation today.