The power of content: attaining Google rankings for a brand new website

Back in 2009, the much‐hyped ascendancy of content marketing as a strategy to improve a website’s search engine standing was pretty exciting to us here at Vertical Leap.

Here’s a short synopsis:

To truly quantify the search benefits of content in isolation, we decided to build and launch an entirely new website, targeting a highly competitive search term: ‘marketing news’. As the site would be completely new, it would have no search engine history or credibility, and no visitor appeal; a challenging position, normally requiring many months of continuous SEO to positively affect.

The website, www.ukmarketingnews.co.uk would be search engine friendly, but other than that, would have no active SEO, simply receiving a continuous stream of industry specific news content.

To put the project into perspective, at the time, there were approximately:

• 959,000,000 competing industry websites, many of which were long established, credible news sources
• 7,940,000 sites competing for the exact match phrase ‘marketing news’
• 2,460,000 competing pages with ‘marketing news’ in the title

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