Google shapes digital marketers’ activities more than marketing theory and university marketing qualifications. In the quest for more attention, marketers have bought faux links to their website, employed scientists to perform Search Engine Optimisation and produced websites that are ‘Search Engine Friendly’ ahead of being ‘Customer Friendly’.
But here’s the rub, Google has always disliked the idea that you could SEO your way to the top of their search engine. They always wanted to reward the searcher with the best quality content results it could find, not the most optimised results it could find.
And now it looks like Google’s dream is becoming a reality. Google has in its last two recent search engine updates, code named Penguin and Panda, displaced those with heavily optimised content in favour of what it deems to be better ‘quality content,’ also known as Content Marketing.
This has upset the traditional SEO apple cart and distressed organisations that once profited from dominance in search engines using scientific methods. The reaction of SEO professionals is that they should now become content creators. And here’s my point. I don’t know too many search scientists capable of creating top quality content. SEO experts can’t become authors, journalists or PR professional just because Google changes the rules.
Quality content is not something to be produced for Google, it’s something you produce for the reader. It’s something that is so valuable that the reader wants to comment on it, engage in a conversation with it and share it. It’s video, prose and photography that are unique and challenging.
To produce the stuff Google wants to place at the top of its natural search engine listings, it seems that you need to have a great grasp of marketing theory, creative writing and use the marketing qualifications gained at university.
Google, marketing theory and traditional university marketing qualifications are now starting to align.
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Niall McKeown is the CEO of iON and author of the forthcoming book 'The 7 Principles of Digital Business Strategy'.