Content Marketing and Baseline Optimization

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It can be very instructive to discover which websites link to your own website. And with that you see what information they have placed that leads to people clicking on the link. This gives you insight into the relationship of the brand to these websites. It is therefore striking that in most organizations no one is responsible for this 'free' traffic and that this traffic is accepted as a given. The ' effort ' that people make to get to the website via these channels and even lead to conversion, should be valued more.

Then, you can set up specific campaigns to drive this kind of referral traffic. This is called “baseline optimization.”


Every company benefits from baseline optimization. The stronger the baseline, the more effective every marketing activity is. Content marketing plays an important role in this. The success of content marketing is determined by the relevance of the content of the message, the form in which the message is delivered and the channels that are used to bring the message to the attention of the right target group.

A major Forrester study confirms the mexico phone data importance of creating the right content that consumers can actually use. It clearly shows that consumers ignore commercial content and are mainly looking for informative content.

SEO is dead, long live SEO
SEO in the form it was once intended, optimizing for search engines, is no longer sufficient. Of course, companies must still pay attention to the findability of their company in search engines. But it is even more important to choose a broader approach for findability on other online platforms. This is because Google is shifting its focus, but especially because the consumer is changing.

SEO should no longer be about chasing rankings, but about creating the right content for your own website and other online platforms, so that consumers can more easily find information that suits their needs at that moment. That is why the future of SEO no longer lies in optimizing for search engines, but in optimizing for the 'Search Efforts' of consumers.