Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
best way to get information. And, across all generations, people overwhelmingly use search engines to get answers online.”
“The goal of SEO is to expand a company’s visibility in organic search results. As a result, these efforts drive more visitors to the company’s content” - HubSpot
40% click-through rate for top organic position
One way to create content that resonates with your target audience is to match the keyword phrases in the content to popularly searched terms. A key benefit of using this technique for discovery is its lasting impact on audience attraction. For example, ranking on a Google search engine results page (SERPs) is based on the accumulation of signals suggesting your content resonates with search terms routinely used by a certain target audience. As further signals are considered to the SEO algorithm (e.g., videos using the term, inbound links from high ranking SEO pages, frequently updated content using the terms, etc.), the content improves in search ranking over time. However, competition for the coveted top three placements in SERP rankings is fierce. For organic content, a typical first page ranking on a Google search follows three to four sponsored ads leaving typically less than ten organic results on this page. Research demonstrates that only 0.63% of readers advance to the second page (Backlinko, 2023). Moreover, as exemplified below, an analysis of 4 million Google
search results by FirstPageSage (2023) found that click-through rates (CTR) beyond the top three organic search engine results are negligible. Besides the fierce competition to reach these top placements, marketers face the following challenges when using keywords for content discovery. • The process requires extensive knowledge of search engine optimization • The selection of keyword phrases to embed in your content entails highly complex keyword and SEO strategies • The impact of keyword usage on content visibility is uncertain without the aid of costly paid search test trials • Attaining a high ranking on SERPS involves a
lengthy gestation process (e.g., could take many months to outperform long-standing competitive content vying for top slot positioning).
For top-funnel results, this level of competition is drastically reduced since the choice of terms is unlimited. However, most marketers roll their dice on product specific
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