How to measure and strategise content growth

Jack Cornwall

Journal of Digital & Social Media Marketing, 2016, vol. 4, issue 2, 112-122

Abstract: This paper gives a broad overview of how search engines have attempted to improve the accuracy of their returned results over the last few years by changing their algorithms, moving away from links as the primary ranking metric and focusing on more user-centric approaches. It provides a broad overview of how to measure the niche organic performance of a website, which methods to use and which processes to undertake to achieve this. Off the back of the data obtained, the paper then describes the steps needed to grow organic presence in target niches in a prioritised fashion to maximise return on investment. Lastly, the paper attempts to mathematically quantify the value of content and content niches in a manner that bridges the gap created by Google no longer providing keyword data as it once did.

Keywords: SEO; content marketing; organic keywords (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2016:v:4:i:2:p:112-122

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