Consultant helping B2B SaaS companies establish and grow their Content Brand | SaaS marketing leader | Dad x5 | Shoots 85% from the free throw line
SEO should be the seasoning, not the steak. ✅Develop a unique and interesting angle and see how/if SEO can help with distribution. 🚫Pick a keyword and write a post about it. Maybe Google can’t always tell the difference, but people can. And the latter is what will ultimately determine the success of any piece.
A thousand times YES!
Preach! 👏🏻👏🏻👏🏻
Still so many companies running an entire content strategy in highest KW volume and lowest KW difficulty 😢
Well said! Taking a more unique content angle has been a key part of my writing process. From my experience (assuming the content is also well-written and optimised), approaching the topic from a different perspective has helped improve search rankings since it usually makes your post more interesting. When it comes to picking keywords, I'd start by first looking at the needs of the specific audience I'm writing for and the unique selling points of the product or service. Then, I'd choose keywords using that as the foundation rather than purely looking at the search volume/keyword difficulty.
Google picks up on how other people react to content. If the content does not make any sense, individually or in a wider context, there is no reason to stay and read more. Picking a keyword and writing a post about something is the lowest possible level of understanding of content, SEO, digital marketing, psychology, funnel and journey, in general. It is like expecting that 2 + 2 = 4 will get you to the Moon and back. Those are the basics. Necessary, but not sufficient.
But picking a keyword and then writing a post about it helps gain traffic and as a publishing website, you want that. For example, if you write about sports then isn't it better to find trending keywords and include them in your article rather than simply covering the sport?
Yeah, people forget that the goal is to create useful content that will help your audience. Ranking on Google is a by prodyuct of that + optimizing your page to answer search intent, being easy to parse, and following web best practices.
Goes back to content strategy != SEO. But as you mentioned in another comment, larger teams lose sight of this because of expectations. Does compartmentalizing teams (creating smaller content/marketing cells) work?
One look and you'll know what we do. We've written copy, keywords etc but outside of optimizing the Youtube tie-in and images what's another trick.
Helping B2B SaaS companies increase ARR through strategic media engines
1yI've always felt you should first think of a compelling topic, come from a unique angle, fill it with unique insights and perspectives, and then map it to a keyword. As in, what would your audience be searching for if they were looking for this information? It's almost like working backwards, but I've found it made the biggest difference between getting caught up in optimizing vs. actually creating real value for readers