LONDON--(BUSINESS WIRE)--As Google constantly improves its algorithms and further penalises black hat SEO activities, brands need to focus their efforts on the quality of their online content if their SEO efforts are to be successful in the long term, says integrated PR, SEO and social media agency Punch Communications.
In a recent interview* between internet marketer Eric Enge and Matt Cutts, the head of Google’s webspam team, it was confirmed that while links are still the best way to improve the ranking of a website, brands need to place greater emphasis on creating rich and engaging content. This in turn creates interest from third parties which may then link to content, enhancing the organic backlink profile of the brand’s website.
The reasoning behind this is that Google considers many qualitative components when ranking websites. These include elements such as the authority of the linking site, the relevance of the content and even the quality of the on-site copy. There is also much evidence to suggest that links created through the sharing of social media content are key signals that the content is engaging.
Pete Goold, managing director of integrated PR, social media and SEO agency Punch Communications, commented: “For many years a number of brands focused solely on quantity, rather than quality, when conducting SEO activities and in the short term these practices were successful. However, as Google’s algorithms become smarter, greater emphasis has been placed on obtaining links naturally by creating content that people want to share and engage with.
“While many organisations often think that creating links by spammy practices such as keyword stuffing will result in SEO success, it is important for them to understand that providing quality and relevant content will provide much better results in the long term.”
For more information about how integrating social media, PR and social search into your overall strategy could benefit your search marketing efforts, please contact Punch Communications by visiting www.punchcomms.com or calling 01858 411 600.
* Enge, E (2013) Link Building is Not Illegal (or Inherently Bad) With Matt Cutts (http://www.stonetemple.com/link-building-is-not-illegal-or-bad/)