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Good morning, Marketers, if you create content about search marketing, you might be competing with Google.
Last week, the search engine published an explainer about how reviews work in Google Maps. As I wrote Search Engine Land’s coverage of it, I recognized that much of what the company was explaining was information that was already available to SEOs — it felt like I was rewriting the Google portion of our “How Google and Yelp handle fake reviews and policy violations” article from August 2021.
The question then became: “Is Google being more transparent or is it trying to control the narrative around how its systems work?” I think it’s a mix of both, but even if it’s the latter, who could blame them?
So, how do the authors among us compete against the very topic we’re often writing about? The same way any content marketer competes in a crowded field — by adding value and differentiating in a meaningful way. That’s why it’s important that we do the extra leg work: interview experts, feature different perspectives and provide context by tying in the overall landscape of search marketing.
George Nguyen,
Editor
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