A recent article by Search Engine Watch writer Jayson DeMers summarizes what Google will be emphasizing heading into 2014. If you want to be successful with your online marketing efforts, then they must be aligned with Google’s search engine algorithm updates.
Here are some key points from DeMers article:
1. Link Quality and Content Quality
Key point: Google will continue to focus on both link and content quality.
Problem: If your site contains low authority links or empty content stuffed with keywords, then your search engine ranking will plummet.
Solution: To avoid this you will need to monitor your link profiles, run audits to find and remove unnatural inbound links, and be committed to quality content creation.
2. Content is King
Key point: Content will continue to influence marketing in the future. We’ve covered the importance of content marketing before, and it has only become more important from Google’s perspective. Google will favour businesses that are committed to sharing their knowledge and expertise with their audiences.
Problem: You don’t have the time to work on writing, you don’t know the best way to distribute it, or you don’t know what your audience is searching for.
Solution: Commit to a content marketing plan with a defined content creation and distribution schedule. If you can’t do this on your own, get help from an online marketing company that understands the power of content marketing.
3. Social Media Adds Up
Key point: Google will use social media engagement and activity to determine your search engine ranking.
Problem: You aren’t using social media effectively or at all. Or you may be spending time on the wrong social media platforms.
Solution: invest in a social media strategy to target and engage with your audiences on the specific social media channels that they participate in.
4. Get on Google+
Key point: It is critical to be present on Google+; a recent study has confirmed that Google+ activity is an important influencer in your search engine ranking efforts.
Problem: You don’t know what Google+ is, how to use the platform, or what to post on it. Or you have been active but you have not set up authorship with your blog.
Solution: Research Google+ best practices and start engaging on Google+. If you are working with an online marketing company, make sure that they make Google+ a key part of the social networking strategy.
DeMer states: “The need for an online presence has never been stronger, while the landscape has never been more competitive. Executing generic “gray-hat” SEO practises doesn’t work anymore; companies need to invest energy into a more intensive online marketing strategy with a clearly defined content strategy.”
We couldn’t agree more. What’s your online marketing plan for 2014?
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