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Tags – Best Content
The inspiration for this blog comes from an article on the Search Engine Journal by Kameron Jenkins. You can read the original piece here.
Is there a secret formula to ranking a business on Google through content?
Given the fact that Google takes 1,000s of factors into account; yes 1,000s of factors; to rank a business, and we really only know of about 20, the simple answer is no.
However, the overall picture depends on various factors.
1. The Sectoral Differences
This one is quite obvious.
Depending on your business sector, Google searches can really differ.
For example, if you search for news, more recent content is preferred for rankings. In fact, this measure of freshness is applicable to almost all content.
However, the way freshness affects your ranking depends on the sector you are in. Freshness is more important for a recently prominent topic in comparison to classic pieces, for instance. (Logical).
But, this does not mean that you cannot rank old content.
Here, the simple trick is content refresh. Google and other search engines rank on the basis of relevance. And, adding new content to existing pages sometimes works better than new content entirely.
For instance, 76% of Hubspot’s traffic comes from old, refreshed content. We are talking of millions of views here.
So, don’t sleep on your resources and play around with them further to draw success.
Your bigger challenge is spreading the content.
2. The Truth of Spreading Content
Ranking content is not the complete picture. You must know how to push your content too.
Here, there are a few things that work for almost everyone.
Social shares, especially LinkedIn and Facebook, as long as your content and social circle is business-centric should work for your content-sharing. Then, your job is to produce content that your audience will read, like, and spread further.
Everything else is sector specific.
So, if a marketer tells you otherwise, they are applying the same formula to every client. It is in your best interest to look elsewhere.
More specifically, email marketing for instance, doesn’t work for everyone anymore.
Therefore, for most businesses, collecting a subscriber’s list is almost worthless. (I say ‘almost’ because you cannot eliminate anything a 100% from working out. There is a direct relationship between the quality and relevance of your email with your target audience).
You may ask here, who does email marketing work for then?
The simple answer is, if your business can improve through maintaining a constant connection with your clients and the content is super specific, then go for it.
For instance, if you own a gym, it’s useful to keep your clients aware of any changes at your place. Further, you should even send them useful content that can help them at the gym.
In fact, by doing so, you reduce the chance of your clients leaving and joining another gym. Simply, this is because you are providing value beyond what they would get elsewhere.
So, what do we learn here?
Concluding Remarks
If you are trying to use content to push your business, that is a great idea.
Content works for every business. (Yes, every business).
However, the kind of content you produce should be customer-centric.
In short, stay away from generalisations and ‘the best ways’. There is no single best that applies to everyone.
To learn more, get in touch with us today.
And, if you would like to learn further about content marketing for your business, check:
- Authenticity in Business – The Knockout Effect of Digital Content
- Want to Avoid Business Prospects Killing? – Use Interest Targeting
- Marketing Priorities for Business – Google or Facebook?
- How to Attract Audience? – Business Visibility & Educational Branding
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