How does Google promote and encourage content marketing?

Using internet marketing in the contemporary world is more popular than ever. Technology development, globalization, and changing the lifestyle of every customer segment encourages companies to develop more innovative and more efficient marketing models, and content marketing is certainly a current marketing concept du jour.

The content marketing definition according to the Content Marketing Institute is "Marketing Technique for Creating and Distributing relevant and valuable content to attract, gain and engage a clearly defined and perceived target audience to promote a profitable buyer's action," and is often identified with inbound marketing.

Some of the most popular forms of content marketing that companies and agencies publish on their web pages are blogs, case studies, webinars, videos, podcasts, e-books, interviews, frequently asked questions (FAQs) etc...

GOOGLE ALGORITHMS AND THEIR GOALS!

Google's search engine makes up more than 2/3 of the market share. In order to maintain its market position and to meet the needs of all the participants of the interaction - on the one hand, advertisers (companies, brands, agencies) and on the other side of users (search engines), Google in its search algorithms promotes the greater relevance of the web site with the key words that a user searches.

According to Dr. Hal Varian, Google's chief economist, Google's goal is to provide the best service to both users and advertisers to make them more satisfied and return and use Google services again. Consequently, Google continually ejects and improves its search algorithms such as Panda, Hummingbird and Penguin (which we have already written on our blog) to offer as much search relevance as possible.

PROMOTION CONTENT!

So how does Google promote quality content? This can be most seen exactly in the context of its search algorithms.

Hummingbird thus emphasizes the importance of content that is more focused on the user's search intent. More than ever, the ability to provide such content to Google, and even more importantly, potential customers, can access all their sites through mobile devices. The goal of Google's algorithm is to better rank pages that match the full meaning of the search, not just a few words. So it can be concluded that Hummingbird represents the largest "overhaul" of the Google search engine and focuses on creating a "semantic web" that better recognizes users' intention to search.

Also, this improvement is also highlighted in the context of SEO, whose methodology will be fully directed to the user.

It is clear that businesses and agencies will have to focus on creating quality content that will keep their (potential) customers and customers as long as possible on the website and result in a profitable action. The importance of customer journeys, or phase in the decision-making process of purchasing a particular customer, is particularly emphasized here. Each customer group needs to adjust the content in a particular stage of the customer journeys to provide the information they are interested in right at the right time.

Also, delivering quality content will allow advertisers better ranking in Google's search results, which will be a significant competitive advantage for them. By implementing new inbound and content marketing concepts, businesses and their marketing specialists need to track and improve the advances and algorithms that Google intends to produce in the future and adjust its activity to it.