We are living in an attention economy – in an over-communicated world getting the attention of your audience is paramount. Until you have their attention you are not able to deliver your message. A content syndication strategy can get this valuable attention – it can boost your search engine rankings and attract qualified visitors to your website.
Search is becoming more and more influential in the buying process because it gives consumers the specific, relevant information they’re looking for, just when they need it. To win in this attention-starved world owning and dominating the ‘above the fold’ real estate on a search results page pays big dividends.
Many marketing executives find natural or organic search engine optimization a mystery. Getting just one result on page one eludes them, let alone three or four results above the fold and they opt for the familiar method of buying advertisements in the pay per click section of a search results page. But consumer skepticism and resistance to advertising is at an all-time high - according to Insight Express, consumer trust in advertising has plunged 41% over the past three years and only 10% of consumers say they trust ads today.
Content syndication using RSS feeds is a really simple way to build organic search results over time. Since any search engines will only give you two listings on a page for your website, to dominate the search results on a specific keyword or phrase you have to have content appearing on other sites. If they are based on a sound content strategy and keyword research, optimized press releases, articles and blog posts can do the trick.
The success of this strategy depends on finding the right keywords and the concept of the ‘long tail.’ Long tail keywords are the more descriptive phrases of four to seven words, and while they may have less people searching them, they are further down the buying pipeline. Statistical analysis shows that the bulk of traffic to any site comes from the aggregation of these long tail searches. And since they are less competitive, it is easier to get ranked on these phrases.
Investing your resources in a keyword and content syndication strategy will return results almost immediately – you can be at number one in the news search engines in just hours. These press releases will migrate into the normal web search within a month or so, and if they are well optimized for the search algorithms and well as the news algorithms, they will start to show up on page one for identified keywords.
When you understand how they work, marketers can use the power of online syndication and consumer-focused new media tools to reach their audience.