seo: content promotion strategy

SEO is a common term especially in digital marketing. It stands for  Search Engine Optimization and reflects the process of increasing a website’s visibility in search engines. Examples of search engines include Google, Bing and Yahoo. 

Every website owner strives to improve web ranking in the Search Engine Results Pages (SERPs). Improved web ranking means better visibility that can yield attention from the masses searching the internet. In other words, ranking high contributes to the much-needed traffic. 

From a digital marketing perspective, SEO is all about getting traffic to the website via organic ranking. Key SEO tasks entail;

  • High quality content -No bargain! Embrace  quality at all times.
  • Excellent keyword – Researching on keywords is a must-do. 
  • Building backlinks – Link with content from other authoritative sites.
  • Excellent Domain – Secure the best domain. Mind the length of your keyword.

Precisely, when it comes to SEO, the motive is to enhance the site’s ranking organically (non-paid search results). This is considered as ‘free traffic’ to your site. Ranking a specific keyword guarantees this kind of traffic month after another. Therefore, SEO boosts traffic quantity and quality. 

How Search Engines Work

Any search on google (or any other search engine) produces billions of results.


For search results to be produced, google algorithms work in real-time to produce the ‘best’ results. If you run a blog or website, the main hustle is to ensure that the site in question appears at the top of the search page. This is because search engines scan billions of pages to produce a set of results that suits the search from an internet user.

As such, enhancing the likelihood that your website is shown in the first page is a must-do. Always remember that people may lack time to go scroll down to the bottom of the page, or even switch to the next page. This is why your site should rank high to appear in the initial page.

But how does google go about determining ‘best’ result?

Well, despite the fact that google’s ‘algorithms set up’ and ‘inner workings’ are not in the public domain, a fact sheet on how web pages are ranked exists.  

How google ranks websites and web pages


For instance, upon searching  ‘types of digital marketing,’ no one would want to see results on ‘Burger King.’ Now, this is the reason why Google concentrates on content or rather pages that are related to the keyword. In  fact, the correct word to use here is ‘closely-related keyword.’

Nonetheless, Google doesn’t just rank relevant pages at the top. This is because there are also millions of relevant pages for every keyword -Best referred to as key terms. 

For instance, go to your browser and search ‘customer.’ Interestingly, you will find over 8 billion results in milliseconds, as below: 


In order to bubble the best search results on top, google embraces 2 critical algorithmic elements; Authority and Usefulness.


Authoritativeness is fundamental for higher site ranking. Two main characteristics of Authority are Accuracy and Trustworthy. At the end of the day, google also wants the internet user to keep coming back. Thus, there is no way google will present the user with inaccurate, yet vague content. If your site as well as content proves to be overly accurate and can be trusted, then, google will reward you with higher ranking. 

However, the big question is: How does google determine page authoritativeness? 

Well, the answer is that: Google considers the number of ‘other pages linked to the page.’ This is called ‘backlinking.’ The links from external pages are referred to as ‘backlinks.’

Get some facts: More links in your page enhances higher ranking.

A page with 60 links will be ranked higher than that with 15 links. Such kind of ability to determine authority is what makes Google a giant search engine amongst early entrants like Yahoo!


If your content is considered unuseful, Google has no time to position your content higher. This is regardless of the level of relevance & authoritativeness. You must fight for space in search results by way of running a useful site, with useful content or even products/services. 

Time and again, Google has reaffirmed that ‘higher quality content, and ‘useful content’ are two distinct things. To achieve ‘higher usefulness scale,’ your site or content must be well organized. 

Scan the following search scenario: ‘digital strategies.’

Result Y

Result Y is from a digital expert and a site that has existed for 5 years. The quality of the site, including content  looks great. However, the content is so UNORGANIZED. Worse enough, it’s full of jargon, and thus,  not easy to understand.

Now let’s turn to another result;

Result Z

This particular result comes from a new site. In addition to that, the website doesn’t have many backlinks. Nonetheless, it is characterized by WELL-ORGANIZED content. Moreso, it’s written in a seamless manner that everyone can understand. 

Result Y vs. Result Z

Results Z, which is well-organized and written in simple language, will rank high. That is,  on the “usefulness scale”. This means that: Result Z will perform well in google despite the minimal trust and authority. 

For you to understand better; Google bases its usefulness measure upon ‘User Experience Signals.’ If Google learns that people like a specific search result, that content or website is in for a significant ranking boost. 

Note: User Experience Signals is all about people’s interaction with search results. 


You have to make people fall in love with what you offer on the website. User experience must be positive. The reward for achieving this particular bit is guaranteed: Ranking Boost. 

SEO Tip for Higher Ranking in Google

First and most, create something that people love. Since google concentrates on various signals across the internet to find the most attractive websites to the masses, you have to outsmart google. 

Make sure to play into their hands: Be real – The signal must not be artificially presented – This is a rule of thumb in SEO.

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