Marketers have argued over the merits of content marketing compared to search engine optimization, but these strategies need to complement each other. Google's latest algorithm, Hummingbird, has created a significant update to the way content is ranked, according to ClickZ. The changes will ensure that SEO initiatives don't impact the value of content marketing. Instead of lessening the impact of traditional SEO, Hummingbird is tying it closer to content marketing.
Keywords are still important, but B2B marketing teams need to change how they approach SEO strategies. You can't strictly adhere to guidelines set by the algorithm and hope for the best rankings. Though relevant keywords have a place in these initiatives, good content will lead the way. Context in your content plays a more significant role.
Looking for a clear way to stay ahead in SEO after Hummingbird? Google Authorship may improve your company's online visibility, a separate article for ClickZ stated. This links to writers' Google profiles, which can help build credibility. Because there is a snippet of the author's profile included through the search engine results page, viewers are more likely to click through. Connecting your website to Google Plus – the only social media site that influences rankings – can help you accomplish this.