How Significant Is Digital Outreach to SEO?
It’s a general trend in the modern world that people are turning away from slickly presented marketing and looking instead to create authentic relationships. You can see this at work in politics, where the highly spun politicians were caught off-guard by the home-spun attitude of Jeremy Corbyn and the idea that Donald Trump could be trusted because he was a businessman and not a politician. Marketers are increasingly looking to make higher quality connections with their customers, realising that it is building relationships that increases custom and loyalty rather than glossy marketing campaigns.
As with any disruption, the move to new techniques takes some adjusting to. Strategies that have been tried and tested will need to be cast aside in favour of new ways of doing things. You can see this happening already, with the role of influencer marketing on digital outreach. It is now considered more valuable to have the right person advocating your products than to talk about them yourselves; it’s just a matter of finding the right person, someone knowledgeable, trustworthy and with a following in your area of influence.
The internet remains the first choice for most people when they search for information; with smartphones and other mobile devices, our reliance on information at our fingertips is growing. Although specialised apps are a great way of interreacting with your regular customers, there will always be more customers who haven’t yet downloaded the app and the way they look for information is via search engines.
Search engines are becoming increasingly interested in providing quality content. There’s been a move for some time away from simple keyword searches and towards making sure that the link gives the searcher information that they want. This meant that the search engine companies refined their algorithms. In addition to keyword density, they also began to look for links to and from that page and to monitor how long the average user spent reading a site as ways of determining quality.
Creating a digital outreach strategy that works is important, and working with an expert such as Ben Austin and his site http://www.ben-austin.co.uk will deliver the skills and experience your organisation may be lacking.
What does that mean for SEO? Well, it means the rules have changed, but that is nothing new. Since they began, search engines have been refining the algorithms. What has changed, however, is that your rank will now depend not just on the number and type of keywords you use but on whether your content is well received by site visitors.
The basic premise of this is that you need to create your content with the user in mind, not a search engine, and your content needs to be valuable and engaging. That’s why you’ll see an increasing number of sites that include blogs where the issues relating to the product or service are discussed. Being an authority on your subject area is all a part of becoming a quality site by search engine standards.
So, back to the original question: How significant is digital outreach to SEO? The answer is the two are fundamentally connected. Great content is what your customers will be looking for, and the only way they will find it is if you are giving them great content.