Content Marketing Recap – June 2012

Content Marketing Recap – June 2012


In July, many Americans likely enjoyed summer
time outdoors, but there were plenty of internet marketing developments that gave marketers
reasons to stay close to their computers. Here’s Brafton’s recap of the biggest updates
from July – and what they could mean for your content marketing campaign. On July 24, Google announced the roll out
of Panda 3.9, which impacts about 1 percent of search queries. With the announcement, Google shared a link
to its original blog post about building high-quality sites, which tells marketers to ask themselves
some key questions if they want to perform well in search. Including: “Does the site have duplicate, overlapping,
or redundant articles on the same or similar topics with slightly different keyword variations?” “Was the article edited well, or does it
appear sloppy or hastily produced?” About a month following the previous update,
Panda 3.9 shows Google is constantly focusing on ways to improve the search experience – and
sites need continuously produce high-quality content if they want to succeed in SEO and
win organic search traffic. In an interview with Stone Temple Consulting,
Google’s Matt Cutts discussed SEO and infographic best practices: He warned against “taking shortcuts” to SEO,
and commented on how Google is noticing bad infographic practices, including irrelevant
embedded links and information that’s not fact-checked. Marketers should focus on presenting audience-relevant,
accurate information if they want to drive SEO and engagement from graphic content. Bad SEO practices with graphics are especially
dangerous in light of a facelift to Image Search that gives more comprehensive results
for image queries. This update places a premium on branded images
that are appropriately optimized for search. Google wasn’t the only search engine with
news this month: Yahoo has appointed former Google executive Marrissa Mayer as CEO. Marketers may want to watch out for new opportunities
to showcase their local content on Yahoo, as Mayer’s history with Google includes management
of its local products and services. Bing also made headlines when it launched
a “link disavowal tool” at the end of June that lets marketers request Bing discount
spammy, unsolicited links from their SEO ranking. It’s believed Google will release a similar
feature soon – which would be good news for marketers focusing on content-driven SEO
who believe they were unfairly hit by Penguin. The month also brought social platform updates
–among them, a new LinkedIn content layout. LinkedIn now prioritizes relevant content
shared by users’ contacts at the top of the homepage, rather than the most recently
shared content, which could offer a nice lift for B2B social marketing. Those are our July content marketing highlights
– stay tuned for next month!

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