As the electronic landscape continues to change, one component remains key: the centrality of content in website rankings.
As Google’s ranking algorithm becomes more sophisticated, the various machinations by SEO experts is getting more abstruse and convoluted every day. Yet for those who are following Google’s stated desires — to reward valuable original content — the best way to ensure high ranking’s involves doing it the old-fashioned way: earning it.
If you create content visitors enjoy or find useful, you will naturally create inbound links to your site, and that remains the best way to ascend to the top of the ranking lists. Basically, any link you can’t control will help you. Just like the key to successful public relations, a neutral gatekeeper is the key to increasing value. That’s why, unlike advertising, your best choice remains satisfying your various audiences instead of self-promotion.
And so, public relations professionals, who are the best choice to create valuable print content, are becoming more and more critical in the online arena as well. Of course, inbound marketing and creating viral content involves writing skills, something difficult to teach and the product of years of experience. While it is relatively easy to learn how to use social media, writing is constantly improving, and those who do so every day naturally rise to the top.
As SEO experts try to remain relevant, they are resorting more and more to the creation of valuable content instead of trying to guess how Google will change its ranking algorithm on a month-to-month basis. Because if you know Google’s motivation, the promotion of valuable original content, you don’t have to worry about other ranking factors as they become obsolete over time.
So, for companies concerned about their organic website ranking, the best strategy involves hiring an online public relations expert instead of an SEO consultant. Doing so will give you a stream of useful publicity and improve your position on the search engine results pages at the same time.