Today we are going to discuss the chameleon that is the SEO industry, forever trying to adapt to the harsh world of the SERP’s.
Below you will see search user interest in the term ‘content marketing’ from 2004 to present day. Yes the data is from Google Trends not the most reliable tool in the world but one that shows an interesting change in behaviour. Check it out for yourselves.
From 2004 to 2011 the interest in content marketing was pretty static with mild fluctuations from time to time. However in Q1 2011 we start to see more interest in content marketing as a term. Look back into the dark vortex of your mind and you’ll possibly remember when Panda (a content related update) was released. You got it, February 2011. Whispers of mystical quality content & content marketing start to appear in blog posts around the SEO blogosphere.
Throughout 2011 there is a steady increase in interest in the term, the peak of which is in November which coincides with the ‘freshness update’. We are beginning to realise that our content not only has to be ‘quality’ but we have to produce a fuck load of it!
January 2012, Google decide to hit the search community with search + your world (resulting in agencies suddenly offering a Google+ service) a page layout algorithm (another change/tweak in content layout) and yet another panda update. From January to February we see a large jump up in content marketing based searches which doesn’t slow down until April.
“Matt, they’ve stopped searching for content marketing, what do we do?”
“Release the penguin”
Now this update meant that SEO’s had to think about their content in terms of how it looked on-site to reactively attract links and visitors but also off-site so that they could actively create links. As you can see below the interest hasn’t stopped since. Poor bastards.
When the next SEO genocide happens I’ll check out the search user data to see whether people are still looking to use content marketing. If not I’ll be more than happy to pronounce the term dead 😉