“The world is on fire,” the mighty Ed Harcourt recently sung.
2017 has begun, swirling from 2016’s turbulent aftermath of Trumps and Brexits – and yet here I am, publishing my first post of the year nitpicking about what someone said about SEO.
“In the name of SEO”
I regularly check and contribute to the Cardiff Start Facebook group, and got a little excited when I saw someone asking for advice on content marketing. While I didn’t contribute myself, SEO got mentioned – although in a way that got my back up a bit:
“First. Prioritise quality over quantity – pumping out volumes of crap in the name of SEO helps nobody – times have changed.”
Aside from one other teeny-tiny mention, this was the only mention of SEO in the whole thread. A whole thread about content marketing and SEO is seen as the bad bit. “Don’t do it” is essentially what’s being recommended.
I’d usually roll my eyes at comments like this – like I’ve done so many times in the past – but my concern here was that people who are new to content marketing may be new to SEO, too. And now their whole experience of something that could be so crucially beneficial to their website/their business/their livelihood has been tainted. Also, a few people Liked it, suggesting agreement.
So what’s the alternative? Later on, Mike goes on to say that content should provide three things:
a. build trust with existing and potential customers
b. develop your own unique, tailored, audience
c. create demand for your service or product with that audience
Here’s a question for you: why can’t content fulfil that criteria and have an SEO focus?
SEO doesn’t have to be a dirty word
One of my clients has done insanely well creating content with a bit of an SEO focus. With my help, he’s grown his blog from 30 organic search visits a month to 10,000+. That’s an increase of over 300x – in other words, 300 times more people are visiting his website through search engines (through SEO) than they were previously.
So, is he “pumping out volumes of crap” in order to do this? Is that the secret? No. He’s writing good quality content, which helps to build trust with existing and potential customers, that’s unique and tailored to the audience, and that helps to create demand for his service with that audience. Hey, does that sentence seem familiar? Look up a couple of paragraphs.