As marketers search for the perfect online marketing strategy there has been an accelerated rush into content marketing of all types. Content has proven itself as a viable option for building leads, creating sticky websites, and delivering brand messages. All content is not created equal but there are certain ways your content can either hurt your or pose no positive impact on you at all.
Anyone who has read an SEO blog can attest to the plethora of rules relating to pesky algorithms that can oftentimes come off as vague and secretive. Your company may not have time to decipher a new Google search update for new rules to apply to your content strategy. These companies often struggle to find the reason they cannot improve their search rankings and miss out on the monetary value associated with the traffic being neglected.
Quality content is hard to determine for some brands and a lack of quality content can negatively impact your search optimization. Some companies can have tons of pages with low content resulting in a reduction in search rankings and a net loss web traffic. On the contrary, your content can be great but fall under the ominous duplicate content label especially when routing customers from multiple domain aliases or when writing content for the same product under multiple URLs.
Content optimization can be just as hard as generating unique content. Even brands who understand content optimization run the risk of appealing to the search engine and not the end user. Robotic content stuffed with frivolous keywords and duplicated pages can create horrible bounce rates for your web traffic as well. The quality of your content cannot be sacrificed just for a boost in optimization. We believe both sides must work in synergy for a balanced approach.