KEO Marketing

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What is custom content and how does it affect SEO?

With Google's Penguin update still hot on the mind of many B2B marketing experts, it may be worthwhile to understand what is classified as quality content in terms of SEO. In today's digital sphere, it's simply not enough to publish aggregated news pertaining to certain industries. Google crawlers want to see unique articles, written by website owners to their target audience. But what if a professional isn't a good writer – how can he or she improve the site's pagerank results?

Here are three important components to quality content:

1. Writing is an art, and some people don't have the inner voice to craft an informative narrative. However, content marketing is essential, so it's best to start off small and build up a library of information. A marketer may want to start by keeping abreast of the latest trends in his or her industry, using news leads to tailor unique blog posts on his or her own website.

2. The keywords included in the content should be selections that are easy to compete over and rank highly on Google. If just starting out, it may be worthwhile to use keywords that are low-volume, so authority can easily be built up.

3. Creating social-friendly content is paramount, so it may be wise to structure articles in lists, featuring "How-To" blogs and "Tips for" posts.

Creating custom content does not have to be difficult, but without a thorough marketing strategy, the effort put into SEO won't return any positive gains.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.