Everybody wants to rank at the top of Google, but the reality is that Google only wants to place people who deserve it. Publishing a web page and placing a few keyword phrases on it does not guarantee you will rank. As a matter of fact, there are no guarantees with search engine rankings since Google is 100% in control of its ranking algorithm. However, there is one thing that comes really close to a guarantee. If you’ve been following the digital marketing landscape for the past couple of years, you might already know it. If not, the answer is great content marketing combined with a solid promotional strategy.

Content Marketings Drives Shares and Links Which Drive Rankings

With an effective content marketing strategy, you create high-quality content pieces that your target audience wants to read and share. The reason they want to read and share is because your content helps them solve a problem. Do this and you’re well on your way to seeing a return on your digital marketing efforts. In turn, people who like and share your content create social media signals and link back to your web page from their own. This, in turn, creates quality backlinks, which are HUGE in Google’s eyes for ranking you well.

To give you an idea of the quality of content I’m talking about for your website, check out this example of an executive coaching infographic Clicked Studios created for The Leadership Crucible. This particular content piece received 85 social shares within the first day or so of its release. In particular, it got shares from other industry thought leaders (e.g., published authors, Forbes contributors, and other experts in the leadership space). As a result, it quickly shot to the first page of Google for “executive coaching infographic”.

1st Page of Google Result for Executive Coaching Infographic

The True Path to Content Marketing and Search Engine Success

There is a lot of hard work that goes on behind the scenes of content marketing. A piece that shares well and ranks well (or quickly, for that matter) requires thorough research, high-quality production resources, establishing connections with influencers in your industry, and follow through. While the content piece achieved what seemed like fast results, the reality is that it took a month of prior work to craft a content piece that met high quality standards to compete well in an established industry such as leadership coaching. I remind myself of the truth of this with a favorite quote of mine from Abraham Lincoln, “Give me six hours to chop down a tree and I will spend the first four sharpening the ax.”

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