With Google’s SEO strategy changes in early 2024, there is now more focus on content. A key update prioritizes content that offers genuine value, aligns with user intent, and provides a seamless user experience. This means that native advertising, or sponsored content as some call it, is more likely to be favored by Google’s search rankings when done correctly.
Native advertising can take the form of an article, video, social post, or blog. It is most effective when utilized for storytelling or delivering interesting information that provides value for the reader while subtly promoting the advertiser. Native ads that provide informative, trustworthy content are more likely to be rewarded in Google’s search rankings. This shift encourages advertisers to produce high-quality native content that not only promotes a brand but also builds credibility with the audience. On the other hand, native content that is overtly promotional does not perform as well in Google search. Therefore, it is important to have a solid content strategy.
Websites that show expertise, authoritativeness, and trustworthiness (E-A-T), like news, medical, or financial sites, are favored by Google search because their content is valuable to users. This preference is why it’s crucial to publish your native advertising on platforms that Google considers reputable. Associating your content with high-quality, authoritative sites not only boosts your visibility in search rankings but also lends credibility to your brand. In this instance, you are indeed who you associate with!
Knowing the habits of your customers and forming a good content strategy is essential to a successful campaign. Native advertising can yield higher engagement rates and better campaign performance because users are more likely to engage with content that is part of their natural browsing habits. This approach makes native advertising less intrusive compared to traditional ads. Users perceive the content to be less disruptive and more relevant to their interests.
By leveraging the use of native advertising, you are able to engage your potential customers in a way that feels informal and natural. This approach helps to educate consumers about your business and gain their trust while promoting your brand. There are many benefits to native advertising, and Google’s recent changes have made native advertising even more beneficial for advertisers.
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