In its new report on search engine optimization, the marketing firm Clutch recommends focusing on quality over quantity and replacing infographics with interactive elements.
If you’re targeting search engines, now might be time to rethink your content marketing strategy.
That’s the recommendation of a new study from the marketing-resources firm Clutch. The Complete Guide to Content Marketing for SEO argues that older strategies for building link presence on search engines are losing their effectiveness. Case in point: infographics. While they remain popular for building brand awareness (at 19 percent, the most popular way, in fact), better-performing options are available.
“A better alternative for brand-building efforts is lighthearted content that aims to entertain, such as videos, quizzes, or listicles,” the report states. “If you create content for SEO, then focus on content formats that earn links, like long-form, research-backed articles, opinion-forming features, or comprehensive why and list posts.”
Rand Fishkin, founder and CEO of the SEO software company Moz, who was interviewed for the report, said the infographics that do succeed these days tend to do so using questionable techniques.
“The age of infographics is dying, and most of them are quite bad,” Fishkin said, according to a news release. “The ones that have success do so in a slightly manipulative way. The embed gets linked back with very particular anchor texts that take advantage of search algorithms.”
The report also notes differences between how business-to-business (B2B) and business-to-consumer (B2C) firms use content marketing. Brand awareness is the primary goal for B2C firms (53 percent). Highlighting the brand is also important for B2B firms (42 percent), but they focus more heavily on lead generation (30 percent, versus 16 percent for B2C firms). Both types of companies want a strong search engine presence (31 percent for B2C, 28 percent for B2B).
The best way to reach those goals is to focus on quality over quantity. “[S]ome content marketers worry that we’re facing a ‘content effluent deluge,’ where readers experience content fatigue, as brands pump out more and more low-quality content,” the report says.
Check out the full report at the Clutch website.