The content brand as the best Google SEO strategy

 If we have a question, we ask Google. Understanding what people are looking for and what questions they ask is the first requirement to build an effective content brand. If we look at the usage motives of most brands, there are six relevant channels for each content brand

  1. Mobile Search (Google, App-Store, Google Play),
  2. Desktop-Search (Google),
  3. Youtube (Google),
  4. Social Networks like Facebook (B2C and B2B), Instagram (B2C),  Linkedin/Xing (B2B), Twitter, Google+ etc.
  5. Community’s like Quora, Reddit, Forums, Review-Sites (Amazon, Google) and of course the good old 
  6. E-Mail (Newsletter).

Brands need to appear on all six digital platforms if they want to be found by customers because that’s the ultimate approach for Brand AuthorityBrand Relevance and Brand Experience at the Google (one-and-only) Age.  In particular, this search engine is getting better at interpreting and fulfilling the needs of users every day, but the marketer’s bag of tricks is emptying itself every day. The chance to realize perfect storytelling for a brand is to understand and satisfy the needs of their audience segments.

How to build your brand as a content brand and fulfill the needs of your target group, shows Red Bull with their brand experience universe:

(Design by

RedBull’s Content Brand Strategy: How Red Bull Turned Their Content Marketing Into a Media Company

Thus, it is hardly surprising how well content and SEO are already paired and how much closer they will be together in the future. Many studies, and in particular recent Google updates (see below – Do’s and Don’ts of SEO from a Content Brand perspective), show that Google takes the most of visitor behavior as a strong ranking signal.

So, if visitors to a website are forced to enter their email address because of a pop-up – something they tend to dislike and thus quickly leave – it will have a negative impact on Google’s overall website ranking. The reason: Google wants to show its visitors the best quality results with first-class content, where visitors spend a long time. Therefore, it is very important to position the best content among the Top 10 Google results of the desired target keyword in order to establish relevant rankings and maintain them through a sophisticated content branding strategy. Snippets and snack content on the site make for a slow ranking death. By the way, if you just focus on the content and ignore its SEO aspects, you’ll lose much traffic.

The SEO success of a content brand will, therefore, depend less on technical signals and ranking methods than on the authority (brand authority) and social signals. For the Marketer-Trickkiste the following applies::

Creating a Content Brand means working on more relevant, useful, entertaining and inspiring content.Click To Tweet

In an ideal consumer world, branded content becomes theClick To Tweet

Content Brands require creativity, investment and leaving the comfort zone of a pure media strategy Google-Ads, Youtube Ads, Facebook Ads  & Co. towards a customer-centric content brand thinking.

Content Brand Future

I do not necessarily believe that all brands think like publishers and implement tools and processes that allow them to produce and market content to the right audience at the right time, in the right place. Who still wants to keep up as a B2B brand, but should his

Transform SEO / SEA strategy into a content brand SEO / SEA marketing strategy. #seo #sea #digital strategyClick To Tweet

B2B: Today, business decisions are made on LinkedIn, Xing, and online marketplaces. # B2B # marketingClick To Tweet

And with business decision makers being the budget owners right there, every B2B brand does a good job of paying special attention to these decision-maker boards in their content marketing strategy. Linkedin, Xing & Co. as B2B decision making platforms that actively support exciting content with theme channels and boards will continue to grow. That means

B2B content brands need a holistic communication strategy with content assets and logical connections betweenClick To Tweet

Marketers should take one content step at a time across the entire customer journey. #B2B #ContentClick To Tweet

Silo strategies with orphaned articles or individual snippets with irrelevant keyword does not fit the latest Google-driven requirements.Click To Tweet

Regardless of the B2B or B2C approach, SEO will always be an important part of the content brand marketing strategy, as Google and other search algorithms are constantly trying to correct the abuse of the Internet through questionable Gray Hat practices in SEO marketing, It remains unclear whether content marketing will someday also go this way. I think it depends on brand integrity. If content brands with authenticity, honesty first serve the user and then their brand, they will avoid the castration of their rankings by changing search engine updates and look forward to any search algorithm update quite relaxed.

However, those who continue to flood the Web with practices that try to outsmart the system are at high risk of falling out of the Google Visibility Index or its audience relevance set. That’s why so many shop owners and website operators dropped off in the ranking after the last updates “overnight” and were only able to maintain their sales with considerable ad budget increases. A small flaw in the SEO or content brand strategy is enough, and the site gets punished, usually just when you can least afford it.

IMHO there is a huge speed of search engine updates in future because the age of voice search with Alexa, Siri, Cortana, and Co. has still begun with applications like Apple Carplay, Android Auto, Amazon Echo, Google Home, Apple Home Pod or Chinas Ling Long Ding Dong. Being successful means liked and mentioned first by those voice search assistants the Content Structure, Content-Type, Information Architecture, Index  Management, Crawlability, Page Speed and Usability of your website is not only a requirement, it is the very basic need.

The Google search engine changed so much in 2017 as never before. To keep up, I’ve compiled the 10 most important do’s and don’ts for content brands and SEO marketing:

Content-Brand Do’s in 2018: Content, Content, Content…

  1. Offering quality content, not just on your own website or blog, is more important than ever. Write long blog articles – see our article – “The Art of Blogging“.

  2. Promote links and engage in conversation across all channels – fuel the digital word-of-mouth in communities with first-class content – in other words, long posts over 1,200 characters.

  3. Integrate ads, of course, without interfering with the flow of content on the sites. This still provides room for monetizing the site without neglecting the user experience.

  4.  Website readiness for mobile devices of the future so optimizes for smartphones (4K).

  5. Focus on local SEO – important for all retailers, chain stores, hotel, catering and service companies with local franchise and marketing partners


Content-Brand Don’ts in 2018 – SEO techniques that you shouldn’t use

  1. No pop-ups or interstitial ads on the homepage without providing essential information.

  2. Avoid spam links and black-hat-SEO-practice.

  3. Do not allow broken or defective menus and excessive page breaks.

  4. Lack of mobile accessibility of the website is a “no-go” and means: “No connection under this number”.

  5. Do not offer pure e-commerce or shop websites without significant textual information on the pages.

For a further exchange on the subject of content branding as a digital strategy with Google-SEO, I am pleased to get in contact via Linkedin. This following infographic of E2M chronologically covers the important and relevant changes to Google’s algorithm in 2017:

Content-Brand mit Google-Strategie-Updates


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