The human engagement factor driving SEO
Search engine optimization (SEO) has been gaining a lot of attention over the last few months as Google's algorithmic changes have been trying to weed out weak content and manipulative marketing strategies. According to a recent Search Engine Watch article, high-quality content truly is king again, as human engagement is what is making links active.
"Search engines are really serious about improving search quality and user experience," the Social Media Examiner recently stated.
The question many B2B marketers have is: "What makes up the high-quality content that will drive human interaction with likes, shares and comments?" As managing director of the digital marketing agency BlueGlass UK, Kevin Gibbons, wrote for Search Engine Watch, content that engages audiences and boosts Google visibility usually shares several key characteristics.
First, high-quality content is insightful and creative. It does not make claims without backing them up, and it uses creative storytelling or another unique way to get its message across. Second, the content should be useful. An audience is usually searching for something online because they need a solution to a problem – not because they are looking for advertising. Third, high-quality content is remarkable – it is literally worth making remarks about and sharing. Finally, active content is usually agile and prepared to adapt with the changes.