What is the SEO and content marketing strategy of Buzzfeed.com?


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    Buzzfeed from day one has been able to grasp the understanding of how to develop web culture and content distribution (through the growing platforms of social and mobile), in order to grow their audience. Jon Peretti also knew the fundamentals of search i.e. answering users questions and combine this with the above. Their core product was firstly the 'viral posts'. To better package it up for mobile, they then produced listicles which were then referenced on other sites as resources. From this, they expanded their distribution channels to host unique content on their channels which helped amplify their content. They have now gone mainstream and have progressed towards more producing long-form content and investigative/exclusive news pieces, which is now being linked from other news sites. What helps make their post viral is their content structure and readability which makes it so easy to understand for everyone to read.
    Though Buzzfeed may have somewhat of a reputation for posting seemingly irrelevant lists and clickbait articles, it have managed something very smart indeed, and that is funding journalism via the money earned from the aforementioned articles. Buzzfeed has based its strategy on the fact that people in this fast-paced world have extremely short attention spans, and the site uses resources generated from the famous clickbait articles to fund native ads and longform journalism. The native ads utilised by Buzzfeed are highly effective, because instead of opting for unsightly banners and pop-ups, they incorporate ads into content that their audience enjoys, while also benefiting from the revenue generated by them. It's not just clickbait that gets Buzzfeed visitors though, because interspersed with '10 Pieces of Toast that Look Like Jesus' you'll also find bigger, more important stories. The clickbait might be the hook that draws readers in, but there's more to keep them on the site, and stats show that Buzzfeed ranks well on both organic traffic and keyword rankings because of it. Despite the increase in journalistically led articles, the majority of Buzzfeed content does actually remain simple and easy to read, meaning that it appeals to readers across a broad range of education levels and backgrounds. Put simply, appealing to as many people as possible. Another simple and easy to read content type, and one favoured by Buzzfeed, is the listicle. Listicles may well be sneered at in some circles but the fact is that they continue to be popular, and this is proven by Buzzfeed's continued success. But why are listicles so popular? Well for a start they're easy to digest and scan, and readers' brains can process the information easily in chunks, perfect for a quick read during a break from work or last thing at night. Plus as we know, the 'X Ways to...' type headlines are perennially popular among busy readers, particularly social media users who like to skim feeds and flick quickly between content looking for something shareable. And let's face it, the majority of Buzzfeed's readers come from the various social media platforms. The Buzzfeed of today is an ever-changing entity, and with the emergence of more and more 'serious' stories it is firmly establishing its self as a provider of serious news as well as light-hearted content. When it comes to SEO strategy, however, it's apparent that it doesn't need to try to hard. With so much traffic coming from social media, all the platform needs is to remain popular and relevant to social users, and its articles, clickbait headlines or otherwise, will keep being shared over ad over again.

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