It appears that online marketing and SEO practices are not what they used to be, progressing to involve the figure of the journalist more than ever before. On the back of a series of Google alterations and updates we have seen a shift in search algorithms, influencing SEO firms to completely change their tactics. “For a long time there was a very poor practice in online marketing,” says Joe Sharp, Head of SEO at Hearst Magazines. “Generic advertorials were duplicated across multiple sites with strategic links engineered to increase SEO value. “But Google has now become a lot better at picking out those kind of links and have substantially updated their search algorithms. “Companies still using these tactics are likely to be landed with a Google penalty, knocking them way down in the search rankings.” With a lot more focus on the quality of web content Google are recognising the greatness of pages by the length of time searchers are spending on a page as well as the way in which users are sharing content across the web. Matt Evans, Senior SEO Executive at digital marketing agency Pancentric Digital, says: “The phrase ‘Content is king’ really defines the positive state that SEO, and digital marketing as a whole, is in. The industry is moving towards producing quality content.” It appears that the skill of grammar and impressive vocabulary has never been so worthy. So, how has the effected the Journalism industry? Goodey, course leader of the NCTJ journalism course at City College, Brighton says: “It’s a reality – some might say a sad one – that more NCTJ trained students go into the marketing side of journalism, that being copywriting, native advertising, sponsored copy etc. “In terms of our courses – of the successful students around 85-90% end up in freelance or staff posts with more and more, it seems, ending up in marketing positions.” Let us know your thoughts on this shift in online marketing.
May 15, 2018
Leave a Reply