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 - 12/2/2021 01:02

Deliver Content that Converts

As you understand more about customer behaviour, your marketing efforts can be targeted to help your audience move through the sales funnel. After all, the bottom line for any business or commercial enterprise is making money, whether your content marketing goals are to get hot leads or to build an email list. You probably have a lot of top-of-the-funnel content that is designed to get your audience interested in your products or services. Now the questions is, how do you get that visitor to seal the deal?

Sheetal Pinto - 11/25/2021 06:00

Today’s digital marketing platforms give small businesses many ways to reach out to new customers. But if you’re like most companies, you don’t have an unlimited advertising budget. You want to be savvy about using your marketing dollars. Content marketing is a great way to develop your brand and find new customers, when you’re smart about how you do it.

Sheetal Pinto - 11/18/2021 14:25

Key Content Trends to Consider  

Orbit Media Studios just released its 8th annual survey about blogging and content trends. With responses from over 1,000 bloggers, the insight they gained into the industry can help drive your blogging efforts. Bottom line—blogging is effective, but getting results isn’t easy. You’re competing against over 600+ million blogs to get attention. Here are some of the key findings from the survey that can help drive your content strategy.

Sheetal Pinto - 11/4/2021 06:39

Knock, Knock!
Who’s there?
Olive.
Olive who?
Olive your content!
Your customers may never tell you that they enjoy your content, but you’ll know it when you look at the dashboard and see analytics that reveal engagement. When your audience shares content or makes comments on your site, it’s validation that they like what they see. What makes content good? Can your content scare your audience away? Let’s discuss some dos and don’ts in creating SEO content to make sure it's scary good, regardless of the season.

Sheetal Pinto - 10/28/2021 06:00

Ever tried to read a contract prepared by a lawyer? Did you get frustrated at the legal jargon before you finished the first page? Think of that the next time you prepare website content that is full of your industry’s jargon or tech-speak. Whether you’re writing B2C or B2B content, you need to address the user to engage them with your brand. How can you avoid getting too complex without watering down your content? It’s a balancing act of planning your content marketing to make sure you have a powerful voice while keeping messaging clear and simple.

Sheetal Pinto - 10/21/2021 14:35

When you sell to other businesses, you can’t rely on the same strategies as businesses that sell to consumers. Website content for B2B companies must engage multiple decision makers at various stages along the buyer’s journey. More importantly, your B2B content must present your company’s services in stronger light than your competition’s. So, while you may have a good idea about everything you want to say, it’s critical to find out what your audience wants to know and then ensure they find it on your website, first.

Sheetal Pinto - 10/14/2021 06:00

Imagine putting up a business sign and having the city come along and take it down. Not only that, but then they put up their own sign that advertises your business. Instead of being a Mexican restaurant, you’re now labeled as a Tex-Mex cantina. Think it can’t happen? Google is updating page titles that are displayed in search results. Your SEO content could be replaced with text that Google thinks is more relevant to the user. Here’s what to know and how to avoid getting your titles rewritten.

Sheetal Pinto - 10/7/2021 14:52

On the occasion of Canadian Thanksgiving, we want to thank all of you who have supported MintCopy over the years. As our customers, writers, partners and associates, you have allowed us to continue serving the content marketing needs of various industries around the world. We could never have done this without you, and we count on your continued support into the future. We are abundantly grateful.

Sheetal Pinto - 9/30/2021 06:00

A purchase transaction may happen online or offline, but shopping is definitely a universally online phenomenon today. Every buyer uses the internet to get information when shopping. B2B buyers are no different, regardless of industry. Manufacturers can’t deny the power of content marketing, but many haven’t fully bought into investing in B2B content. Trade shows were expensive before the pandemic. As we come out of the pandemic, it’s unlikely that they’ll make a comeback to their former glory anytime soon. Print magazines and journals are not as relevant as they once were. Your team can’t reach out to every prospect in person. Content marketing can be an important element in your marketing strategy because it’s ready when your customer is.

Sheetal Pinto - 9/23/2021 06:00

LinkedIn was once thought of as just a recruiting channel, but it’s slowly turned into a premier platform designed around content for professionals. To that end, LinkedIn is enhancing features that allow businesses to build their credibility through social content. Companies can now publish longer articles on LinkedIn’s Articles for Pages.