According to thought leader Stephan Bajaio, building valuable long-term content should always be the centerpiece of marketing strategy. Search engine algorithms change because they are trying to better serve their users. Therefore, marketers need to adopt a customer-first approach to content. Marketers also need to be careful in choosing their tech partners. Vendors try to sell short-term solutions, but, according to Bajaio, you really want ones who possess long-term vision. Bajaio also suggests marketers should share data beyond content and SEO teams. Search insights should not be siloed, as they too often are.
- Both algorithms and customer priorities change frequently, but the goal for search engines is always to provide better customer experiences.
- Learn to see the world through the eyes of your customers, and focus on how to provide maximum value for customers as they try to solve problems.
- Pay attention to technical factors like your metadata — which needs to be as thorough and organized as possible.
"That’s why building valuable long-term content should always be at the center of every marketing strategy."