Make no mistake, discovery of content through search engines is more important than ever. But the practice of optimizing content for search visibilty has changed substantially.
As search engines look for signals of credibility amongst content and links, humans do the same thing. In the way that links alone used to drive the search visibility of a web page up, endorsements and mentions from industry influencers can still boost the visibility of a brand. As a result, the trend towards influencer and advocate marketing is on the rise.
While SEO and influencer content might seem more meatball sundae than PBJ, I assure you, the combination can be whatever you want it to be, because it’s content. Understanding demand for topics reconciled with the brand’s ambitions around a topic, search optimization insights applied to an influencer content program can boost both the quantity and the quality of attraction.
We have to start with some assumptions though. This is not about technical SEO, markup, schema, page speed, and so forth. In this post I’ll share 5 tips focused specifically on two essential characteristics of content that help people and search engines understand and filter information that’s credible, useful and actionable: Keywords in content and external citations of that content.
