Content Marketing Blog mint

Content Marketing Blog

SEO is Not ALWAYS the No. 1 Goal for Website Content Marketing

Audience Engagement Should Be Your Main Focus
Given that search engines are increasingly becoming the medium through which your customers find your business, there is no denying the importance of SEO. For many businesses, being found in the top 10 search results on Google can be a game-changer.

Not surprisingly, the SEO bandwagon is keeling under the weight of anyone and everyone jumping aboard. Realizing this need and desperation from companies to make it big in the digital space, all kinds of SEO agencies with less-than-adequate resources and knowledge have mushroomed. Their advice is not always credible, and many small and medium businesses find themselves spending thousands of dollars on SEO campaigns that reap no visible benefits at all.
The truth is, every business is different and accordingly, your SEO strategy should match your business goals and your customers’ needs. Agencies or businesses that are too hung up on SEO and keywords and ignore the big picture do so at their own peril. SEO is most successful when applied judiciously without following rules blindly.

When SEO Content Need Not Be Your Main Focus

Content and SEO go hand in hand. Quality content is essential to engage and entertain a reader, while SEO helps that valuable content to be found. However, here are a few times when SEO can be scaled back or put in the back seat.

  1. When You Are a Trend-Setter: Don’t let SEO considerations stifle your creativity. Often, a copywriter comes up with a fresh phrase or word to describe a trend or a product. Don’t dismiss it just because the phrase has no search volume as yet. Many companies have garnered a huge “first mover” advantage by identifying a trend and giving it a new coinage. For example, HubSpot came up with the term “Inbound Marketing” when no one knew what it meant. Today, the term generates a mind-boggling 5,620,000 results. Lesson? Show panache in your content marketing efforts.
  2. When All Your Traffic Is NOT from Searches: For several businesses, (SaaS companies for example) online presence and high ranking on searches are paramount because all their sales happen online. However, that is not the case with every business. For example, a local bakery or flower shop with localized, fixed and assured clientele may not benefit as much from SEO. If these shops are already popular in their area, then word-of-mouth and online reviews will bring more foot traffic and business.
  3. When You Are A Market Leader Already: If your business is famous and people seek your brand, then it makes less sense to target keywords for which you will rank well anyway. It is essential to have an online presence and a well-maintained site for credibility reasons but your stress need not be excessively on SEO. Also, this could be an opportunity for you to target fresh keywords, or start a new trend.
  4. When the Keyword You Want to Rank for Is Too Competitive: Sometimes your desired keyword is too competitive and expensive. It can be futile trying to break into Page 1 listings on Google. Instead, why not try alternative keywords? If your content is relevant, meaningful and useful, there is a good chance of readers finding you through shared resources, social media channels, and other means that are not traditionally search-driven.
  5. When Your Visitors Are Coming from Everywhere: Before putting all your eggs in the SEO basket, step back a bit and analyze where your traffic comes from, or where it has potential to come from. Social media, email marketing campaigns, website navigation, paid media, shared links are all extremely effective in bringing in fresh traffic.

SEO is an essential part of content marketing but it is important to make mindful, appropriate decisions around it. 

If you are looking for a leading content marketing firm with expertise and experience in SEO copywriting, call 1-888-646-8003 today or email us to learn about our range of copywriting services in Canada.

Share


Recent Posts

Sheetal Pinto - 8/5/2021 06:00

Why are you creating content? In addition to education and entertainment, content can increase brand awareness, generate leads, and establish credibility. But at its core, marketing content has the responsibility to deliver a return on investment (ROI) in the form of sales. Whether you have a brick-and-mortar location or an e-commerce store, your marketing dollars need to convert to real income. One way to find success with your content strategy is to think about your customer’s journey.

Sheetal Pinto - 7/29/2021 06:00

Something we hear quite often from clients is, “We have a creative team, so we can write our own content”. The confidence and enthusiasm are wonderful to see. But here’s what makes content creation so challenging. You can put a lot of effort and creativity into your content, but without audience engagement, it’s like cooking up a storm worthy of a banquet without any guests. The true measure of successful content isn’t what you put into it, but what your audience does with it.

Sheetal Pinto - 7/22/2021 06:00

According to eMarketer, Google Home is the most popular smart speaker in Canada, with Amazon Echo right behind. It’s estimated that almost 20% of the population used smart speakers in 2020. Even more important, voice technology is on the rise, as Media in Canada reports. Over 88% of Canadians are using voice search. If your business isn’t addressing voice search in your SEO content, you could be missing out.

Sheetal Pinto - 7/15/2021 06:00

Imagine yourself in a real-life social situation. Will you stand around and talk to others in the room even if they aren’t listening or seem bored and disinterested? Umm, awkward. It’s no different in the online world, but many of us don’t realize it. If your Facebook posts are talking but nobody is listening, your social content is not doing a very good job.

Sheetal Pinto - 7/8/2021 06:00

What if there was a way to position your brand as authoritative? What if your content could provide social proof? What if you could show your customers how successful you are at helping other customers? The winning solution in your content strategy is case studies. You can accomplish 3 key content marketing goals with case studies—build credibility, generate interest, and encourage conversion.
Case studies capture stories of how your brand solved a problem for a real person or business. A case study lets you paint a picture through words to make your business shine. Your customers’ success stories are just waiting to be told. A case study is a valuable content piece in which readers can see themselves getting results.   

Sheetal Pinto - 6/24/2021 06:00

Recognizing the value and importance of content marketing, you’ve decided you need help. Professional copywriting delivers the results you want. So, you’re now looking for a content agency. There’s no shortage of options. Sifting through the different agencies in a simple online search can be time consuming. You need a plan to find the one that fits your needs and is up to speed on the latest content best practices.
Here are four questions you can ask to help you sort through the field to find a content agency that will drive results.

Sheetal Pinto - 6/17/2021 06:00

Small business owners wear a lot of hats. As an expert multitasker, you’ve probably learned that there are times when you can manage two or three things at once. Then, there are those jobs that need your full focus. We are thinking, bookkeeping, inventory, and content editing and proofreading. If you’re involved in both creating and posting content, wearing both hats at the same time can cause confusion in the final output. With years of experience creating content for a range of industries, here are proven tips from our SEO copywriters for editing content and then proofreading content; because they aren’t the same thing.  

Sheetal Pinto - 6/10/2021 00:00

In the lean, mean structure of smaller businesses, in-house copywriters often don’t specialize in copywriting. It’s just one of many hats they wear as part of their overall duties. Creating high quality digital content isn’t easy. Consumer behaviours change, Google’s algorithms change, search trends change, and all of this means content must adapt. Copywriters who work on their writing skills and keep up with the user experience will be more effective. Here are four tips from great novelists that can take your content writing to the next level.

Sheetal Pinto - 6/3/2021 13:19

Thirty years ago, we were using desktop-based PCs with dial up connections. Today, smartphones fit in the palm of our hands, allowing us to be connected from literally anywhere in the world. Wearables go a step further; you just strap a smartwatch on to your wrist and it packs a punch. People consume content differently, too. Instead of reading long documents, most people skim content for quick answers. Your content strategy must keep up with your audience. Using pillar pages and cluster posts to organize content is an efficient approach that benefits your readers and your SEO rankings. And oh, your writers will thank you profusely, too!

Sheetal Pinto - 5/27/2021 06:00

You are an expert in your field, which gives you a lot of credibility and authority when creating content for your business. You don’t have to be a copywriter to share your story. You simply have to know how to tell it to your reader. Here are some of our best tips to help you create high-quality website content.