Jul 17, 2012

Google’s Penguin Update, Content Marketing, and the SEO Edge

Google Penguin UpdateIt’s been a couple of months since Google’s latest update, aka “Penguin,” caused the kind of tizzy that tends to arise among inbound marketers anytime Google updates … well, anything.

As is the case with all Google updates, the purpose behind Penguin is improving the quality of search results for users. In other words, Google is trying to protect searchers from being inundated with sales pitches or useless content when they just want to know how to hook up a DVD player.

And when unscrupulous marketers eventually find a workaround for the latest update, it’s time for … you guessed it, another update.

So, what does all this have to do with content marketing? Plenty.

1. Well-written content answers users’ questions.

Remember, content marketing is “the art of understanding what your customers need to know and delivering it to them in a relevant and compelling way” (from Joe Pulizzi’s Get Content, Get Customers).

Sound like anything else … online search, maybe?

If you understand what your current and prospective customers need, you know what they’re searching for online. And if you deliver it in a relevant and compelling way, you’re meeting Google’s criteria for “quality content.” Win-win-win, right?

2. Published on a regular basis, it appeals to Google’s appetite for fresh meat.

As the experts at SEOMoz put it,

A webpage is given a “freshness” score based on its inception date, which decays over time. This freshness score can boost a piece of content for certain search queries, but degrades as the content becomes older.

So each time you post relevant, compelling content, you not only offer the Googlebot a new piece of fodder, but your creation also gets extra points for freshness.

3. Make it shareable and you’ll reap Google’s “social points.”

When people find good content that meets their needs, they like to share it with those who share their interests. Enter the social Web, and these days, Google is taking notice of each share on Facebook, Twitter, LinkedIn, Pinterest or other networks. 

So by publishing content that people want to share and making it easy for them to share it, you give Google one more reason to love you.

So, how is your content marketing strategy boosting your SEO mojo with Google’s Penguin update? Share the secrets to your success with us in the comments—we’d love to hear from you!

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Content marketing isn't just a buzzword—it’s the key to reaching today’s sophisticated consumer.

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Content Curator

Rachel Parker

A self-proclaimed geek who can recite entire episodes of South Park by heart, Rachel Parker helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations.

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