If you wanted to be at the top of google rankings a few years ago all you had to do is invest in SEO (search engine optimization). You would pay consultants a decent amount of money to optimize your website with all sorts of metatags, keywords and descriptions and your website would be on the first page of google. However it would look more like its text was computer generated rather than created by a human.
That doesn’t work anymore.
The google algorithm has changed. Google bases the organic ranking of a website or a landing page on the quality of the content, the relevance and freshness of the content and on the usability of the page. Google wants to make sure that you are clicking on a page that is conducive to what you are trying to do – ie buy a pair of shoes, find a deal on flights, get the latest news.
Essentially this means that content has become king. Content has to aid you in creating interest around your product/service, engage your consumer and convert that engagement into a sale. In order to do that your content needs to be attractive (images), convenient (compatible on various devices), emotional (engaging) and relevant. Long gone are the days where you would open up a website and find a whole bunch of keywords jumbled into a phrase. Google is on it and has downgraded the ranking of websites like that.
But how do you create good content and how do you plan it out in order for it to be interesting and fun… always? Content creation has become one of the focuses of digital marketers in the past few years. Especially when it comes to distributing content that allows for interaction on various platforms. The more people talk about it, the more consumers will remember about the brand and ultimately purchase the product/service.
The planning of content is also fascinating as it evolves based on what the consumers are interested in. At Lupo Marketing we plan content for our clients three months in advance and not longer than that because consumers might want more content on a specific topic that you hadn’t anticipated.
"Many thanks for all your assistance with the re-organisation of the business. Your
input has been very beneficial in setting a clear course. I greatly enjoy working with you."
James Howarth, Owner and CEO
Leura Garage Restaurant