Is Google’s love Affair with Content Marketing Usurping Search Engine Optimization?

The science, the algorithms, the amounts, the data… you understand where you stand with the quantifiable attractiveness of SEO. Or at least, that used to be true. Now, because of the irrepressible growth of content marketing, search engine optimization’s cut and dry quantitative strategy is evolving to include its opposite number: quality. It is best that you hire an SEO in Fort Collins Online Marketing Service right away.
Brand sites used to get search engine optimization brownie points by link building in quantity. But links from inferior quality websites and content simply will not cut the mustard anymore these days it is about quality of links, not quantity of links.


It appears that Google has tired of its old pal SEO and is instead cosying-up to the brand new kid in the block, content marketing. The debut of Penguin which removes link power from junk websites and Panda which dishes outside penalties to over optimised and over adsensed websites definitely suggests that search engine optimization has become a less gameable practice. To keep in line with Penguin and Panda, search engine optimization now takes an infinitely more diverse skill set, something more similar to top quality writing and PR. Despite striking fear into hearts of some less good search engine optimization professionals, Penguin and Panda are not any poor things as they ultimately ensure consumers receive better content.
There is even a scenario to be made that Google’s love affair with content marketing is leaving not only search engine optimization in the shadows, but also ‘conventional’ on-line media. Choose supermarket brands for instance. The likes of Waitrose and Sainsbury’s have quite an affinity with food-established content, creating everything from recipes, diets and newsgroups through to occasions. Google and its own rival search engines greatly favour brands brands are, in the end, a way to obtain revenue.
So we’re now in a position where content from brands could usurp smaller, market content from bloggers? Kind ‘small business capital’ into Google and Barclays’ content promotion strategy pays off as the brand rates highly with the advice page. Similarly, kind in ‘diets’ and both Sainsbury’s and Tesco seem high in the ranks, creating chances to additionally sell their products and raise brand loyalty.
These scenarios tend not to herald the ‘departure of SEO’. Way from it. The future lies in collaboration. The connection between content marketing and search engine optimization just reaches its true potential when it is made to be symbiotic. What this means is that brands should underpin their content with search engine optimization strategies like powerful internal navigation. Therefore the user finds a recipe via search term, then buys all essential ingredients and gear, subsequently participates in a societal communities across the recipe. The point would be to use diverse abilities to construct hubs around interdependent content and search terms so that you can nurture cross-selling potential.


Google is and always has been a clever operator. In case it desires to place content marketing on a base, then so be it. The search engine optimization business will accommodate, as it’s done before. But if prioritising content marketing over search engine optimization indicates a seismic shift from quantity to quality, one must wonder how Google will pull it off. Google is, in the end, an algorithm albeit an extremely sophisticated, intelligent, successful and vast algorithm. However, the question remains how can the detachment of algorithms account for the subjectivity of quality? Do any of you possess the solution?
Jonathan Piggins is head of investigation at investigation & social media service DBD Media. It’s possible for you to follow him on Twitter at @dbdsearch.
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