The danger of content marketing for SEO

google-panda-updateMany articles have been written about content marketing in the past years, online marketers are sometimes completely obsessed about content marketing. Because of several projects I did during the past 12 months and all those people using “Content is King” whenever possible, I would like to discuss some of the factors content marketing has an impact on. These factors are not commonly considered by everyone involved in online marketing campaigns.

Due to the fast-paced development of Google, where there has been more focus on the quality of content and websites by developing algorithmic filters like Panda, many websites have produced enormous amounts of textual content on their domains. A lot of websites are still targeting specific queries with unique pages instead of targeting a specific group of people. In the company of the latest updates of Google’s algorithms, where Panda is one of them, some problems start to occur. From a technical point of view, more content is not always positively influencing the organic results.

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The Semantic Web & Structured Data – #BrightonSEO

During my flight from Washington to London yesterday night, I was thinking about who I am. What makes me different from the other 200+ passengers? Thanks to Google’s additional Knowledge cards, Yandex Islands any many more. Because search engines added all kinds of additional data in their search engine result pages during the last years, we get more and more “quantified” and we are getting more conscious about who or what we are, especially on the web. The whole “From strings to things” concept is being visualized for the average person by companies like Google. Currently, Google shares more facts about me (I’m sure they know a lot more since I used their services since 2000), than the average number of facts my friends will remember about me. How can you not like science?
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Google’s knowledge base 2.0: the Knowledge Vault – #brightonseo

Building the biggest knowledge graph, in layman terms an information database, of all time. That is what Google is researching at this moment. New details were presented during the annual “Knowledge Discovery in Databases (KDD) conference” in New York two weeks ago. Behind the screens of corporations like Microsoft, Facebook, Amazon and IBM are similar systems being developed. It’s a race towards the first database which archives all human knowledge.

The original paper: Knowledge Vault: A Web-Scale Approach to Probabilistic Knowledge Fusion – Link:

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Distinguishing entities in Google auto-complete

During some research in Google, I noticed how Google is presenting additional information about the auto-completed entity your are searching for. An example for the partial query [hilton london]:

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What can go wrong when migrating a website to HTTPS?

Today Google finally came with a clear statement about HTTPS: HTTPS as a ranking signal. So what will happen in the upcoming months is that lot’s of companies are going to buy some SSL certificates and migrate their website to a new domain. Sounbds easy, but in practice this is a complicate challenge which will be different for every websites.

Never forget: there will be a temporary traffic loss from organic traffic, even when everything is properly executed. Be prepared for that, add some extra AdWords budget for example to make sure sales are not decreasing to much. The biggest risk of not doing a migration properly is traffic loss over a longer period instead of just a temporary loss.


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