Search engines that simply answer your question. Sites driven by algorithms that don’t want people to leave. Building an audience ain’t what it used to be.
A good website, quality content and some solid search engine optimization (SEO) practices — that was one the most reliable recipes for building an audience, regardless of the business you’re in.
For years, if you were trying to build community, grow readership or attract prospects and customers to your website, understanding how to create content that pleased both site visitors and Google was the skill you needed to master.
Today, when people put a question into a search engine, they often get back… the answer. That’s a great user experience if you’re searching for information, but it’s not so great for organizations that benefited from — and often monetized in some way — that traffic that came from search engines.
Even if your SEO and content marketing game is on point, Google users, for example, often need to scroll past some combination of AI overviews, videos, suggested searches and sponsored results before they see your link on a search engine results page (SERP).
In this episode of Conversations with MarTech, we talk to John Miller, founder of Scribewise, about how the game is changing when it comes to audience building, what it means for websites that rely on organic search traffic and more.
Catch every episode of Conversations with MarTech here on the MarTech website, on the MarTech YouTube channel or on your favorite podcast channels, including Apple and Spotify.
The post Why it’s harder to build an audience than ever before appeared first on MarTech.
About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
(2)
