In 2012 Google launched a multitude of technical refinements to its search results algorithm. The impact of these updates has been significant. Poor quality content has dropped out of search rankings. Competition for higher rankings is now driven by the value of content, according to its relevance, the extent to which it is regularly updated and whether it links into social communities who engage with it. If your content fails to pass these tests, your brand become invisible. Setting commercial goals for SEO will now, more than ever, require you to invest in high quality content. Content planning and SEO strategy need to be completely aligned. We explore the implications for financial services brands.
David Reilly, Director, Barracuda Digital
Emma Andrews, Head of Digital Marketing, Towergate Insurance