Spot Content Marketing: You probably interact with search-based content marketing all the time, whether you realize it or not. Here’s how to identify it and think critically about it.
OK, not entirely. Until recently I was employed, full-time, by a software company where I wrote articles designed to rank highly in Google results, where they’d get millions of clicks.
For example, if you search for “the best Slack alternatives” a top result is on the blog of an otherwise obscure company that offers a Slack alternative you might want to open in Incognito mode. And wouldn’t you know it: ProofHub rates it own app as theThere’s nothing specifically dishonest about this—if you’re paying attention it’s very obvious that the list is hosted on ProofHub’s own website.
Content marketing, generally, lives on the website of the product that’s being sold. So if you Googled “the best lawn mowers” check to see whether you’re on the website or social media handle of a company that sells lawn mowers, or a lawn care service, or any closely related industry. It’s easy, while searching for a specific piece of information, to skim past the header of whatever website you’re looking at and just scroll to the actual article. You need to be mindful.
Google’s page-rank algorithm was built in the ’90s, when most content on the internet was put there by either hobbyists or academics. You could reasonably assume that information was uploaded by people who wanted to be helpful. Sure, there were some ads toward the top of search results, but we all learned to scroll past those and find the information we were looking for.
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