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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  February 19, 2015

SEO Realities For Content Marketing

For non-techies like me, Search Engine Optimization (SEO) feels like an exercise in futility. Just when I think I’ve learned enough to be dangerous, the game changes. Exhibit A: this Hubspot report on the big changes and what to do now.

The best news for us content marketers:

  • Content trumps links. Yes, the latter is still important but Google is getting aggressive to those who are “gaming”‘ the system. Quantity of links is out; relevant links are in. And relevant means better content that gets better links. Which is right up our alley.
  • Relevance trumps frequency. Google is moving beyond keywords and into high-quality content. Again, Google is nipping system manipulation off at the bud. Pages that overuse keywords and don’t have relevant content to support the terms will be punished. Translation: focus on the content. Frequency has a dark side.
  • Primary domain trumps microsites. Optimizing smaller sites that redirect back to your primary site no longer works. Google sees right through this. Instead, Hubspot recommends putting all your effort into the primary site.

 

What I’ve learned: ┬áSEO is just as much about strategy as it is technical. Focus on the former first; you can always find help for the latter.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.