March 16, 2017

The Value of Content in the Eyes of Search Engines

Here’s why you should create a content calendar for your business

To explain content marketing, we need to talk about search engine optimization (SEO) - which is what most people think of when referring to internet marketing. SEO can be broken down into two buckets: technical SEO and content marketing. Technical SEO is the setup and ongoing maintenance of attributes on the back end of your site that helps a search engine tell what your site and subsequent pages are all about. This includes meta tags, H1’s, alt-image text, 301 redirects, robot.txt files, and much more.
On the other hand, content marketing is the practice of producing and publishing unique content on your site, or someone else’s site within your industry.

When you strip away all of the design elements on a site - webpages really boil down to words on your screen that contain links to other pages with words and links. And a search engine's job is to sort (index) those words on every website that is published, so they know which page is the most relevant to a user based on the phrase they just entered in the Google search bar. That’s where content marketing comes into play.

Just like a car engine requires fuel to run, a search engine requires content to crawl. A crawl is simply a search engine combing through the content of your site so it can better understand what each page is about. A search engine finds each page through links, whether they’re links on your site, or someone else’s site. Search engines do this periodically to add new sites to their library and to index new pages and subsequent content on sites that already exist. So, when you add a new blog post, search engines
will comb through that new content and index it based on the title, headline, and subsequent paragraphs.

Once a search engine knows what a page is all about, it looks to what other people think of it. Popularity of a page or a site as a whole, can be judged by-and-large on the number of links pointing to that content. As more and more sites include a link to your page, that content will begin to acquire what is commonly referred to as page authority. Not all links hold the same value, so having reputable sources mention your content goes a long way in telling search engines that what you’re posting is useful and relevant.

Pages can maintain their ‘popularity’, but if you’re not staying up to date with current trends and posting on topics that matter to your audience, you will slowly begin fading into oblivion, which is page 2 of any search engine. So, make a calendar by assigning topics to team members who can create new content to post on a regular basis - thus feeding
search engines new material to serve up.

If you’re struggling with content marketing, our team will be happy to assist. You can reach our Marketing Team at sem@edreamz.com
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By: Brian Henning

Digital Marketing Strategist