A company's SEO strategy often evolves with each new Google algorithm update. When content marketing was an experimental practice, the way a company designed its strategy was fairly basic. However, as businesses take a harder look at search engine marketing, competitive analysis plays an increasingly important role in SEO campaigns.
In order to get ahead of the competition, marketers need to pay extra attention to the content they post on a daily basis. There was a brief period of time when keywords took precedence over the quality of the articles that were being posted to the internet. But with Google's latest Penguin update, the focus on valuable information continues to grow. Keywords are still important to getting noticed online, but too many may prevent higher rankings online. Marketers need a balanced approach, including keywords only when they complement the overall quality of the written content. In fact, websites can be punished for abusing the power of keywords, causing pages to be completely removed from view.
Professionals who engage in B2B marketing online may want to consider improving the written resources published to their web pages. Without an authoritative library of content, it may become harder to grab consumer attention in the cluttered space.