The Importance of Serving Certified Organic… Content

In the world of food, organic is the growing trend that fuels a $63 billion industry and that is intended to make America and the rest of the world healthier by eliminating the old, bulk, inorganic methodology of growing food that has emerged in the last two decades. In the world of search engine optimization and social media marketing, organic content should be the growing trend that makes websites stronger by eliminating the old, bulk, inorganic methodology of building content that has become prevalent in marketing for a decade.

The good news is that we’ve seen incredible progress with delivering organic content, links, and social signals in a way that makes Google, Facebook, Bing, and other marketing venues happy. The bad news is that there are no certification systems that can look at a site and tell you if the content is organic or not. Everyone claims it. Very few are doing it, particularly in the automotive industry.

Thankfully, you can test your own site manually to determine if it’s organic or not. Here are some things to look for with the content that is being placed on your website.

1. It’s Not Copied and Pasted: I know. You may be a culprit of this yourself. There was a trend of content syndication and bulk building that swept through the internet for a long time. The reason that it did was because it worked. Google removed this strategy from the land of validity when they introduced the Panda update in 2011. Since then, they’ve honed their skills of identifying copied content and they do a great job of filtering out the copiers.
2. It’s Spun: Many vendors, particularly larger ones, use content spinning techniques to populate content on sites. The strategy is to take boilerplate content and plug in enough unique identifiers like company name and address to try to beat the system. It doesn’t work. The system is smarter than the spinners.
3. It Sounds Like SEO Junk: Content should be built for individuals. That means no long lists of every city in the area that you want to target. That means to long lists of vehicles that you sell. That means that if you read it out loud on a phone call with some random person you knew in high school, that they wouldn’t cringe at what you were saying. It means writing for the people, not for the bots.
4. A Social User would Happily Share it Because it’s Good: There are certain pages on your website that don’t need to be shared and probably couldn’t be realistically shared if you tried. Inventory, specials, contact pages, staff pages… these and other parts of your website do not need content that compels people to share it. The rest of your content, whether on your website blog or on landing pages designed for conversion, should bring enough value to the table that any person visiting the page can say, “That’s interesting. I want to share this page on social media!”

There’s a reason that true content marketing is so effective for both SEO and social media marketing. Every major player is pushing for quality over quantity, which means that Google, Facebook, and everyone else wants to see your best content effort, not your most automated. If you build it organically, you’ll be able to wow the marketing venues. If you stick with “GMO Content” you’ll be exactly where you are today – in the middle of the pack.

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