Men cannot not live by exchanging articles, but producing them. They live by work not trade.” (John Ruskin)
What began as a rumor is now becoming a reality, Google and other search engines are decidedly trying to step up their search results by transitioning from traditional search engine optimization to focusing on quality content. While it is still important to optimize your metadata to lead the results with proper keywords but at the same time it has become essential to create content which has strong quality and authority.
Content which is heavily optimized to lead in traffic is no longer the perfect methodology. As it is aptly said, content is the king of internet and as the search Giant Google places a heavy emphasis on powerful content, marketers are now beginning to realize that authoritative content is more important than search engine optimization.
That being said, it is not only Google that is leading the changes in how your content affects your website’s ranking. Bing is also developing their own variant of Google Panda which focuses more on the quality of content rather than the keyword relevancy.
Authoritative content is more of a challenge to marketing professionals than Search Engine Optimization ever was because marketers have to steer clear of fillers and utilize content that is newsworthy and relevant. That means having a sound grasp of the target market is required to create precise content which can be leveraged to the right audience.
Social tie-ins is essential in order to create an impactful, authoritative content. The key in having social tie-ins is to create content that will draw the attention of your audience and resonate with their interests. Social tie-ins are also necessary because they provide signals which validate authority. For instance, Bing utilizes signals from the social media to determine whether an author is credible and well-cited. Here, tie-ins utilizing LinkedIn can prove to be beneficial to the content author.
Authoritative content is not only a driver of more organic traffic but also helps in letting your viewers find your original views about topics thereby helping them learn more about you. Original content helps the audience to trust you. A rule of thumb is, it is easy for sales to be generated once a consumer trusts you.
HOW TO PRODUCE AUTHORITATIVE CONTENT?
Authoritative content can only be produced if the person is knowledgeable about the pertaining topic and it requires the author to be as original as possible. The content should have proper Citations wherever required and the content should be crafted with utmost care.
Once you are sure of the document it should be shared amongst your social tie-ins and relevant communities which will aid your content in getting the required authority.
“Good humor is one of the best articles of dress one can wear in society.” (William Makepeace Thackeray)
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