The Google business model grows ever more search and social! Yet the search engine no longer delivers all of its traffic analytics and the + Share button on the home page means you do not have to leave the Google bubble to use another social network or even check out the original website source.
Their latest controversial move saw the consolidation of data collected from users across all Google services, which not only ignited the privacy issue but also added fuel to the accusations of a results return bias towards their own products and services pages. Certain sources within the Google organisation have also admitted that the ability of sites to PageRank by using organic SEO keywords alone without buying PPC ad paid search looks likely to be limited in the future.
So where does this leave the SME and their faithful reliance on diligent linkbuilding and content marketing strategies across the teeming bandwith of today's multichannel?
Many site owners find that they and their online marketing team reach a level where they are unable to PageRank any higher despite complying most assiduously with Google guidelines and undertaking all manner of legitimate linkbuilding and genuine SEO keyword content marketing. Often, a more pressing issue for site owners is the desire to focus more on links, which generate direct click traffic and lead to site conversion!
In addition, the challenge has always been to directly compete with the more well known brand names in a specific market niche who appear to permanently rank top of Google Page One - alongside Wikipedia! The expansion of multichannel options to intersect with audiences both offline and online via social media networks, the mobile web, mobile apps, and tapping into technologies such as NFC and QR codes, as well as traditional email marketing, means opportunities outside of Google are available.
Undoubtedly, the key is always crucial content! All valuable linking strategies require relevant and targeted content. It's just more apparent today because of social networking and content sharing and the importance of creating trusted relationships before any type of transaction begins. The vital life of meaningful content creation and relevant message delivery is inherent in all of today's mediums of human exchange in whatever form it takes.
On-page keyword optimisation is still an important component to content discovery but the sources of inbound linking traffic are now more fragmented and diversified. Offline to online journeys where realworld connections to virtual destinations via mobile technologies are multiplying. Cross channel and platform integration and connectivity is streamlining search and social capability and a marketing campaign can be as easily kickstarted from vital print source text content displaying a QR code, Facebook / Twitter URL or SMS text / email.
It should be borne in mind that a search and social Google scores offline marketing in online ranking and site authority.
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Content Marketing