The Magazine Brand: Same As It Ever Was
To leave on an especially high and encouraging note, in his column D. Eadward Tree explains how Google is increasingly rewarding those that publish high quality content by directing more search engine results their way. Fortunately, as Eadward Tree puts it, "Google has been sidling over to our part of the room in search of meaningful relationships with those it can trust." Based on Google's leaked Search Quality Rating Guidelines, we can ascertain that the search giant favors webpages with "expertise, authoritativeness, and trustworthiness" and are playing right into the hands of publishers who practice real journalism.
Maybe now we can abandon the notion that the race-to-the-bottom, keyword-stuffing content mills that some publishers started to emulate were ever a worthy competitor. Maybe now we can stand firm that good content is good for readers, good for commerce, and good for publishers. Maybe now we can realize that our brand identity hasn't really changed that much at all.
Denis Wilson is the content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzes and reports on the fundamental changes affecting the media and marketing industries and aims to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.