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 own website, check out this executive coaching infographic created for The Leadership Crucible. This particular content piece received 85 social shares within the first day or so of it being released. In particular, it got shares from other industry thought leaders (I’m talking about authors, Forbes contributors, etc.). As a result, it also quickly shot to the first page of Google for “executive coaching infographic”.
The True Path to Content Marketing and Search Engine Success
Keep in mind though, 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 popped out of the gate, the reality is that it took a month of prior work to make the content piece good enough to do well in a competitive industry such as leadership coaching. One way I frame this in my own mind is to remember a quote 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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