The search engine giant Google’s move to protect organic searches – effective Sept. 23, 2013 – is challenging marketers like us at the EXTEND GROUP to create websites that top the search results without the benefit of keyword data.

This change has resulted in a slew of companies shifting away from the traditional corporate website model to a more strategic approach to SEO – one that aims to draw viewers and search engine hits through the generation of high-quality narrative content.

“The focus now is on understanding your target users, producing great content, establishing your authority and visibility, and providing a great experience for the users of your site,” said Eric Enge, SEO trend-watcher and president of Stone Temple Consulting, in a recent Search Engine Watch article. (1)

We like Coke’s new site, Coca-ColaCompany.com, which was touted last month in a GeekWire article as a shining example of what a corporate website should look like in the new SEO game. (2)

Coke’s jam-packed homepage shows its product being used, tells stories about its employees and incorporates their opinions, and provides relevant and interesting information and resources to its current and potential customers. The site links to social media, provides current news, and highlights Coke’s corporate social responsibility initiatives.

Overall, drinking Coke has been transformed from a mere act of quenching thirst into a multi-faceted and dynamic experience.

The EXTEND GROUP has a track record for engaging its clients’ audiences with the product or service through content marketing strategies – like newsletters, blogs, resources, social media, and more.

The possibilities of content marketing are endless, and Google’s new policy provides an even bigger incentive to engage in these kinds of strategies. For more information on Google’s search changes, read their official blog.

Sources:
(1) Enge, E. (2013). 6 Major Google Changes Reveal the Future of SEO. Search Engine Watch. Retrieved from http://searchenginewatch.com/article/2301719/6-Major-Google-Changes-Reveal-the-Future-of-SEO
(2) Mehl, M. (2013). The corporate Web site is dead, long live the new corporate Web site. GeekWire. Retrieved from www.geekwire.com/2013/corporate-web-site-dead-long-live-corporate-web-site/