Is Your Content Marketing Aligned with the Future of SEO?
Salman Aslam, the CEO at Omnicore, was a recent guest on the TechnologyAdvice Expert Interview Series to share his insight on the intersection of sales, marketing, and technology. The series, which is hosted by TechnologyAdvice’s Josh Bland, explores a variety of business and technology landscapes through conversations with industry leaders.
Below are a few highlights from our conversation:
TechnologyAdvice: Where do you see SEO trends going?
Salman Aslam: Something we’re really excited for is the content marketing part. SEO has become content driven and we’ve been concentrating on it for the past year. There are still many companies/industries not investing in it which is not good because Content marketing is very important since we know it works well for businesses. It has actually reduced the ratio of people practicing grey hat strategies as leveraging content, outreach and amplification platforms has shown sustainable and greater returns.
One of the way you can do is by trying to answer the questions of your customers (i.e. a dentist and someone searching for the best price for braces). By answering those questions, you can expand to keywords that bring in leads. That’s why content is something that’s really important that all companies should focus on. Making new content and different infographics helps acquire more links, which is great for SEO.
TA: Should a company focus on putting content on their site or should link building be involved?
Aslam: There are two strategies. The best thing is to have the content on your site to control the conversation. Make a channel and convert the customers into leads and how to follow up with them. At the same time, your content won’t rank if you don’t have a strong website or brand authority.
That’s where infographics and other content assets can come in to acquire more links. This would help to increase the authority of your main site. When you’re cranking out more content it would automatically rank higher.
TA: What are some challenges right now?
Aslam: The main challenge I’m seeing right now is small medical and healthcare are still stuck in old school SEO. It’s really hard to convince them to change their mindset. Most companies had their work on their website done by web development companies who don’t have a strong suit in SEO.
If your website isn’t ranking, most of the time they’re abusing the local keywords or zip codes. Those are the things affecting how companies rank. There are a ton of opportunities out there and there certainly isn’t a shortage of topics.
Content marketers are maturing.
There is room even for small players like dentists or surgeons. Even for vendors, they have a lot of content they can write, such as comparison posts on how their products compares versus their competitors, like Hubspot vs Marketo or CureMD vs Practice Fusion. The struggle is changing the mindset and investing in the content marketing side of things because that’s where SEO is heading.
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