For a business, developing a content marketing strategy that uses search engine optimization (SEO) to increase online visibility is essential for greater lead generation rates. Professionals who are new to the world of SEO might think of a corporate blog as their content strategy, but efforts need to go beyond everyday articles written and published in the same format. Today, a well-designed approach includes all types of content, from videos to infographics to podcasts.
Business 2 Community contributor Bill Treloar says that years ago, online marketing professionals had to string specific keyword phrases together and include these words into articles in order to rank higher online. However, Treloar now says that Google has gotten better at getting a sense for keyword phrases even when words in the phrases aren't next to one another.
For example, if a campaign is trying to rank for a longtail phrase like "B2B marketing phoenix," writers no longer have to place the three-word phrase throughout the copy in an article. In fact, Google can see that the entire piece is on the topic of B2B marketing, and if Phoenix is mentioned in the text, the search engine can tell that the location is relevant to the copy, and the article will bolster SEO objectives for the brand.