Google, the search dominator , is slowly dimming the lights by making search traffic meaningless to us, unless we pay.
If you don’t yet know what I’m talking about, here it is: Google is slowly turning all search traffic data into ‘not provided’ making it impossible to know which keywords are generating the most traffic. Paid advertising would still show this information. ‘Surprise’.
As this issue concerns most entrepreneurs with an online presence I’d like to suggest one possible solution – ‘Content Marketing’.
To sum it in one sentence: “If you can’t aim to rank for specific keywords that bring a lot of traffic, why not spray keywords and get little traffic for each?”
Imagine you have a hole (keyword) and you need to aim well enough to shoot a ball (a visitor) right into it. Over the past few years, that hole has been constantly moving further and further away from where you are standing. Now, you also need to do it blindfolded!
Instead: imagine you have a hundred thousands holes around you, and you need to get the ball into any one of them. Even if you are blindfolded, there is a good chance you would actually get a ball into one of the holes.
KISSmetrics claim that, More Content Marketing Isn’t Necessarily Better. I disagree. There is no doubt that you should try to work smarter, as they say, and create the right content for the right audience, but all this is true only if you give up in advance on your search traffic.
The more content you’ll create, the higher the chances are that you’ll be ranked high enough for more keywords, assuming you are creating original relevant content.
I gave a talk at Beijing Barcamp a couple of days ago about how robust content marketing is and how to make it even more robust with the right content distribution mechanism. It’s more relevant than ever to this discussion, so I’m bringing it here.
The presentation is best understood, after reading this post:
Now over to you
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