We have already published a number of articles where we expressed our view on the problem voiced in the title - see Part I and Part II. Today we would like to continue this conversation and show you the view of not the latest foreign expert in the field of SEO. This article is a translation of the article by Neil Patel. Why Content Marketing is the New SEO. Neil Patel is one of the leading American analysts in the field of search engine promotion, the founder of Crazy Egg (the service for analyzing audience behavior based on Eye Tracking technology) and KISSMetrics (the fastest growing SaaS web analytics service in the world). This is what Neil Patel thinks about modern SEO and content marketing.
Now SEO optimization is not at all what it used to be. Today, if you create a simple unsightly website, fill it with ordinary information and make a couple of links, this will not be enough. It is necessary to try to create a really high-quality and good resource with a large number of links and a lot of worthwhile content that will help users solve their problems.
But there is one big problem - all this requires a huge investment. Creating thousands of links manually will be very expensive, and even if you have such means, it will take months, if not years. And if you do not have a decent material that could be shared with others, then you definitely will not get links to your website in social networks and blogs (unless you buy them from spammers).
So how to create a large number of links and get a lot of links in social networks? Using content marketing.
Content marketing is the cheapest and most effective SEO strategy available today. Writing high-quality content will allow you to get links not only faster, but also cheaper than if you did it manually. In addition, your content will be shared exactly on Twitter, Facebook, Google Plus and Pinterest.
My experience in content marketing
I have always increased my natural delivery traffic with content marketing. You will ask why? It is faster and cheaper.
We could launch KissMetrics and receive more than 100,000 natural visitors per month just by blogging and creating infographics. We did not create any links manually, but simply spent time and money on content marketing.
I also entered the Quick Sprout website. Each month, Google sends about 90 thousand visitors to my blog, although I myself have not created a single link. I just wrote a lot of quality content ... 311 posts, to be precise.
If you still do not believe that content marketing is a new SEO strategy, let's take a look at the numbers.
Content marketing in numbers
We have created a total of 47 infographics on the KissMetrics service. An infographic alone cost us $ 600 on average. This means that over the past two years we have spent $ 28,200 on infographics.
During these two years, our site has received 2,512,596 visitors and 41,142 backlinks from 3,741 unique domains. And all thanks to the 47 infographics.
As for social networks, over the past two years, our infographics were mentioned in 41,359 tweets and earned 20,859 likes.
If you want to attract 2,512,596 visitors, you have to spend $ 125,630, considering that each costs 5 cents. If you want to buy 41,142 links on a service like Sponsored Reviews at a rate of $ 20 apiece, it will cost you $ 822,840. At the same time, there is no guarantee that the links will be of high quality.
If you wish to buy 41 359 tweets, it will cost $ 82,718, given that one tweet is selling for $ 2. If you pay two dollars for a like, you will have to pay another 41,718 dollars.
If you try to fool Google and get results comparable to ours on KISSmetrics, then in total you will spend over a million dollars. This is a huge amount, especially if you compare it with the 28 thousand that we spent on infographics.
Big difference between content marketing and SEO optimization.
There is a huge difference between paying for all the things mentioned above and investing in content marketing. And, you know what?
No, it's not about the money. Think better ...
Content marketing does not depend on updates of search algorithms, while SEO optimization depends. Search engines are able to determine valuable content, and, ultimately, it is such material that will have high ratings.
So, instead of investing in a temporary increase in ratings and traffic, it is better to rely on a long-term solution to the problem and invest in content marketing.
Now you know that content marketing is a new SEO strategy, and investing a lot of money in optimization does not guarantee good results. Over the past few years I have explored various types of content, and some of them give better results than others:
- Detailed content. Short blog posts usually get fewer links than detailed, solid content. But do not try to create hundreds of extensive posts every day, as it happens on the Huffington blog. Bet on quality.
- Easy to read infographics. If you manage to present complex information in a clear and structured way, millions of users will visit your site.
- Profiles in social networks. The key requirement for successful content marketing is the creation of profiles in social networks. Create a Twitter and Facebook account. They are useful for disseminating information.
- Search for new e-mail. Check whether you have the options "opt-in" (consent to receive mass mailings) and "pop-up" (pop-ups), which will help expand your list of e-mail addresses. If you have a lot of contacts, you can always send them an email notifying you of your new post or article. This is one of the easiest ways to make content popular.
- Be consistent. If you are unable to publish content regularly, it will be very difficult to get a return on investment in content marketing. Therefore, update the content constantly.
- Headers matter. No matter how good your content is, if you do not write a tempting title to it, no one will read it. Learn to write good headlines.
And now what do you think about content marketing? Maybe this is still a new kind of SEO?