[Editor’s note: This is Part One of a two-part series.]
Lately, I’ve been hearing a lot of people saying things such as: “Google doesn’t like content or article marketing since they changed their algorithms” and “article directories are not useful for search engine marketing and link-building efforts anymore.”
I like to remind people of a few fundamental rules of online marketing, specifically involving content, that virtually never changes and is extremely helpful to know (and do!).
1. “Mix” it up. It’s always a smart thing to have a diversified online marketing mix. I suggest to clients to look at their online marketing plan like a pie, and each slice is a tactical allocation—organic and paid strategies. As with your financial planning ventures (such as with your retirement account), it’s always safer to diversify than put all your eggs in one basket. The same holds true for your online marketing plan. Mix it up and keep it diversified. Some allocations may be smaller than others, based on budget, objective and other variables. But it’s good to spread it out across many tactics and online marketing channels, such as organic search, paid search, social media, online PR, content marketing, etc. Then if one tactic is a laggard and others are leaders, it all balances out in the end. This also helps compensate for algorithmic “bumps in the road” that may temporarily affect your search engine optimization (SEO) and search engine marketing (SEM) efforts.
2. Doing It “Right” Can’t Be Wrong. Google and other search engines often change their algorithms to keep search results relevant and fresh to related queries, as well as impact unscrupulous “black hat” practicing marketers who use no-no tactics such as gateway pages, keyword stuffing, link baiting, link farming, content farming and more. These are the folks who link to irrelevant sites with irrelevant content to the equivalent of content spamming. For compliant content marketers or those using the SONAR Content Distribution Model, the core strategy is to leverage high-quality, useful content through synchronized, synergistic and relevant online distribution. SONAR and content marketing, when implemented correctly, include “white hat” SEO principles. And if you’re using quality, original content with either of those marketing tactics and distributing your content to targeted, relevant sites, you really can’t go wrong.
3. Quality And Relevance Are Key! According to Webpronews.com, when Google released their official statement about the algorithm change in 2011, the Farmer/Panda update was aimed to help more quality websites be higher in the search results versus content farms with irrelevant, unbeneficial content based on the keywords being searched. Article directories may have initially been stuck in the cross-hairs losing some initial value. But, again, if you are putting out “UVA” (useful, valuable, actionable) content into numerous organic online channels, the diversity and balance will offset any temporary side-effects which may occur versus doing article directory marketing by itself. Based on my experience, if you push out quality, original content in several places—including article directories—your articles should appear in pages 1-5 of Google search results. And with Google’s latest “freshness” update, the most timely and relevant content should appear in descending order by date from the top of the search results. Quality and relevance are key.
Next week, I’ll detail the last three fundamental rules of online marketing, specifically involving content.