Content Marketing Strategy: How to rank better in 2017

A right Content Marketing Strategy is really important for a blogger who is very much dependent upon the content in the text form mostly.

When  Google launched back in 1990’s, the things were different and now it has evolved in just a new something that is huge today. Some black-hat techniques have caused Google to keep changing it’s algorithm.

Nevertheless, content has always been the king.

Content is and will always be important and I am not going to deny the fact but I am going to talk about absolutely different stuff here in this article.

For the starters, I would like to say –

Content Was King

Well, don’t get me wrong here, content will always be of high importance but when you call something a King, now that is different than being important, isn’t it?

Writing great content based on keyword research will get you fruitful results which will always stand true but how much truth it holds for getting ranked higher in Google results?

I would like to add another theory which as per my understanding, holds more truth:

Context is King


Now what does context means?

A user of Google is searching for a keyword or a term and it can say something but mean something else. What I am trying to say is that it is not what a user is typing exactly but what he is looking for is important to Google and so should be for us, the content developers.

I read a post with a title – 69 bloggers to follow this year.

The title said 69 bloggers to follow but when I opened, there was nothing like that.


Introducing Google’s AI – RankBrain:

Let’s take the definition from Wikipedia:

RankBrain is an algorithm learning artificial intelligence system, the use of which by Google was confirmed on 26 October 2015. It helps Google to process search results and provide more relevant search results for users. In a 2015 interview, Google commented that RankBrain was the third most important factor in the ranking algorithm along with links and content

Google launched its algorithm Hummingbird in 2013 and RankBrain is the part of the same algorithm.

Google has over 200 ranking signals but what about the RankBrain?

Well, it is the third largest or important ranking signal. So, what are the first two important?

Search Engine Land’s theory suggests that other two would be the backlinks and keywords (texts).



Backlinks would be by far the most important factor but also, it has to be kept in mind that natural backlinks will count and add value to your website and on the other hand, unnatural backlinks will lead you to penalty as well, so be cautious.

When we talk about Google’s ranking factor and backlink, it essentially doesn’t mean you start spamming the internet by posting your website’s link to every relevant site and think you will start getting traffic.

To get traffic, you should focus on creating natural backlinks and to have that, you will have to focus on quality of articles which in turn, won’t just give you natural backlinks but also help you positioning yourself as authority in the niche.



All the search engines are dependent upon keywords afterall, so how can we ignore the text? Even if you post an image, they ask you to provide alt text to describe better about the image.

Good keyword search will always be helpful when you are creating a new website article. Being said that, you don’t need to do this research for each and every article. While I do keyword research myself, for this particular article, I haven’t done any. Sometimes, you just want to speak your heart without paying attention if it is going to help me rank better.

Sometimes, I just feel to write something for the audience, no matter good or bad for search engine.

And I am not saying I am right or wrong, this is my opinion anyway.


Social Media Optimization:

Social Media will always be of high important but not as much as the other things are. Although I do get it yet I don’t get why social media should be important for ranking for Google.

It is great to get visitors but well, Google considers it as one of the important factors so we have to anyway focus on getting a ride on Social Media as well.

And you go by my theory or controversial’s, we have to get on Social Media and stay active anyway.



With Google’s AI, RankBrain, Google is changing everything gradually and if you are not able to solve the query of a user, Google might not rank you the next time.

Also, as per Google, you might rank up for a keyword in one country but lower in other due to RankBrain. So that is how important RankBrain going to be.

For Ex, if a user is searching for recepie of veg pasta, it can be different in two countries depending upon the popularity and hence the results shown will be different.

So what we should do is to keep creating content that is awesome enough to help our users’ query.


Pankaj Dhawan

Hello, I am Pankaj Dhawan starting out to share my knowledge in hope to serve you very well, as much as possible and I am open for any criticism.

3 thoughts on “Content Marketing Strategy: How to rank better in 2017

  • April 13, 2017 at 3:23 pm

    Hi Pankaj,
    I love your quote about feeling good about what you write for your audience. I think that is very important. I just learned about Rankbrain the other day and how using words that may mean different things in different places. It will make me think a little more as I’m writing my next post. Thanks for the info here and have a great day!

  • April 13, 2017 at 7:19 pm

    That is true Lisa,

    I Don’t like doing a lot of keyword research these days though I know it is important but when RankBrain is there, we are not going to be able to fool Google to that extent now. What best we can do is to write the best and have loyal audience instead.
    And best comes right from the heart!
    Pankaj Dhawan recently posted…1300+ Massive List of Blogs for Blog Commenting [April 2017 Updated]My Profile

  • April 13, 2017 at 8:51 pm

    Hi ,This is a very informative article.Lots of good points here.Will visit the site again.Thanks


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Content Marketing Strategy: How to rank better in 2017

by Pankaj Dhawan time to read: 4 min