Websites that have enjoyed high rankings in the past due to Black Hat practices like keyword stuffing had a rough morning when Google unveiled its latest Penguin algorithm update. This change evened the SEO playing field and punished those who failed to use content marketing the way Google intended. With pages dropping out of view, the main focus is to remove weak content from the web. However, many B2B marketing professionals may not understand how to leverage the actual benefits of a solid online marketing strategy.
SEO follows a few simple rules – create custom and useful content using commonly searched terms, and experience growth. Unfortunately, it never really works out that easily for brands. Of course, competing for keywords and ranking high on Google can make a website more visible, but it doesn’t necessarily lead to higher profit margins.
Marketers should switch their approach to online advertising – it’s not about how high a page ranks when it isn’t seeing results, so take a step back and reevaluate professional goals. Who are the brand’s clients and what problem are they trying to solve? Answering those questions can help a creative team understand how to craft content using competitive keywords, reach out to prospective leads and provide them with the information they need to make informed purchases online.