The Secret Love Story of Authoritative Content and Google

Eminent lawyer Nani Palkhiwala was an authority on Constitutional matters. He was the first choice for anyone who wanted consultation on the Constitution.

Cut to:

Do you think Content Marketing is not necessary for your company’s digital marketing strategy? If the answer is YES, read on. This will change your thinking.

If your answer is NO and you are thinking about or doing content marketing, knowing this secret love story will help you to refocus your efforts.

Content is king, Customer Experience is the only sustainable advantage, and SEO is the way to make the world know about your sustainable kingdom.

The interlinking is; your king can give you a sustainable advantage and Google likes it too.

What could be a more powerful approach?

Are you getting a cue?

Let me explain this significant matrix.

What HubSpot post  Domain Authority writes is important to know:

Developed by the SEO software company Moz, domain authority is a search engine ranking score that predicts a website’s ability to rank on search engine results pages or SERPs. Domain authority ranges from a score of 1 to 100. The higher your score, the better your website will rank.

Domain Authority plays a significant role in page ranking on Google.

Cut to:

Why people go on Google to search?

  • To find out some answer
  • To find some product or services
  • To know customer reviews of products /services
  • To learn something/ Doing research
  • To find job opportunities
  • To get non-commercial information

When it comes to a search for product or services, 85% of people start with Google. Google tops the search market share with 72.37% market share.

(Daily search on Google is 3.5 billion)

When so many people are roaming and searching on Google what are the digital assets you possess to attract their attention?

  • Your website
  • Your regular blog content
  • Your customer reviews
  • All your PPC spread outs all over the social media

Here it is pertinent to note: Consumers don’t trust advertising and marketing messages.

Handpicked related post: Know how early movers are killing Content Marketing

Website content is your marketing messages. Your PPC is mostly useless. It can generate website traffic but in the absence of compelling content, it isn’t effective.

Only things that matters are valuable blog content and customer reviews. PPC can be effective only if your website consists of valuable content other than marketing messages.

People trust the brands which add value to their life. They trust the brand which enjoys rave customer reviews.

“Give value, Give value, Give value. And then ask for the business.” Gary Vaynerchuk.

Handpicked related post: Why is your Digital Marketing not effective?

Slowly but surely advertising and bombarding of marketing messages will die. We are entering the No Advertising World.

Advertising Junk

What will remain is compelling and authoritative content which gives value. Period.

Giving value will attract the potential target audience to the brand. Giving value before asking for business enhances the experience of the prospects before a potential customer becomes a customer.

That brings the most important factor i.e. trust.

This trust clears the entry barrier.

How to offer Value?

The good quality content which adds value to target audience’s life is compelling.

The compelling content built consistently establishes the authority. (back to)

Google likes authority pages for its ranking purpose. Google likes to rank higher Nani Palkhiwalas of the world.

Nani Palkhiwala.jpg

To quote from the post again;

To boost your website’s engagement, and, in turn, domain authority, there’s really only way to do it — you must attract and engage a loyal audience by creating high-quality content. Compelling content will also attract the most organic backlinks from other websites in your industry.

This the reason Neil Patel recommends long-form content. The long form content not only enhances the authority but it also increases the time spent on the site.

Building a domain authority online is a long process. But the only way is to create compelling content on a consistent basis.

Handpicked related post: Your biggest digital marketing lapse you don’t know about

Compelling content enhances the target audience’s experience, customers’ experience, and boost search engine ranking results.

Everyone loves compelling content – Google, target audience and customers.

The compelling content but for whom?

People who search on Google are from various stages of their buying journey.

This journey ranges from non-buyers to immediate buyers.

Your content should target people from different stages of buyers’ journey.

One model of buyers’ journey is a three-stage journey – Awareness, Consideration, and Decision.

  • What is the problem they are facing/ could be facing? (Awareness)
  • What are the aspects they need to consider at an evaluation stage? (Consideration)
  • What is the competitive edge your product/service offer? (Decision)

Another journey model is – See, Think, Do, Care Model.

  • What prospects see? (See)
  • What prospects think after seeing? (Think)
  • What prospects do after thinking? (Do)
  • What companies do once a prospect becomes a customer? (Care)

Your compelling and valuable content shall target all the stages of the buyers’ journey.

One thing to keep in mind when you evaluate whether to create content is – you are enhancing prospects’ experience, customers’ experience, and also bettering SEO by establishing a domain authority.

“Consumers consult average 14.8 pieces of information before making a buying decision.”  Ben Tyson, Google.

In this scenario, if you keep focusing on marketing messages and not creating compelling content, others who do will win the trust and loyalty.

The world has changed. The companies that do well are following the new mantra.

“Think about changing the mantra from always be closing to always be helping.”   Jonathan Lister, LinkedIn.  

Help

Sales come from helping the target audience and not by bombarding marketing messages. Are you in tune with the world moved by compelling Content?

You may like to read:  Why is your Content not interesting?

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