It is not without reason that Google is one of the most frequently chosen search engines in the world - it focuses primarily on User Experience (UX), or user impressions. That is why algorithms promote texts containing the most important keywords related to the phrase entered by the user, answering the question asked and those with a clear layout. It is therefore good when the text contains short paragraphs and elements that diversify the content, such as photos or infographics and bullet points. It is best when the main phrase is already included in the description and title of the page - the so-called metatags, i.e. what is displayed directly in the results. Good places for promoted keywords are also headlines and descriptions of photos/graphics and product descriptions in online stores.
One of the most important factors determining the quality of a given content is keyword saturation . The times are over when a website could be promoted with texts that were only amalgamations of keywords without rhyme or reason or full of unnatural-sounding sentences - content saturated with keywords and phrases or with glaring grammatical errors now lands much lower, or does not display at all. In addition, content that looks like this will scare away rather than attract visitors - when an Internet user clicks on something like this, they will probably not visit any page associated with such a company. It is currently assumed that the optimal (i.e. natural-looking) frequency of a given keyword in its uninflected form is 2-3 times per 1000 words , but a lot depends on the nature of the given text.
It is also worth mentioning the optimization of existing content - a text written once can be updated, increasing its attractiveness to both users and search engine bots. How to do this? It must be analyzed again. We use the Content Editor module available in SurferSEO for this - it allows not only to edit texts, but also to constantly monitor the most important key phrases and check how a given content compares to direct competition.
What content marketing tools are used most often?
For many years, especially on the Polish market, the most popular tools are undoubtedly guides and articles , which are gradually replacing purely sponsored content, thanks to their low costs and greater usability (they usually reach higher positions and provide greater information capacity). However, not everyone has time to write SEO texts on their own - therefore, SEO copywriting services are becoming increasingly popular.
Graphics and video recordings are also enjoying deserved chinese overseas america phone number data popularity . This form of content presentation is often much more convenient for the user - an interesting infographic or an interesting video are more engaging and usually take less time than reading an extensive article. However, one must reckon with the higher costs of such content.
Recently, podcasts have also become increasingly popular, and can be listened to practically anywhere - in the car, at work, while shopping or during evening relaxation. This gives them a significant advantage over films, also in terms of lower costs.
The popularity of various CM solutions among enterprises is well illustrated by the IAB Polska report:
Content Marketing Solutions Popularity Chart
Source: IAB Polska study from 2017
The categories mentioned include:
Interactive materials - microsites, applications, games, widgets;
Social media content - posts, blogs, vlogs, memes;
Mailing materials - newsletters, e-books, catalogues, e-magazines, folders, e-mail campaigns;
Contextual materials - descriptions of services and products, photo galleries, infographics, reports, guides, articles, case studies, videos, competitions, surveys, quizzes, etc.
