SEO and content marketing: the chicken and the egg of online marketing


You know that SEO and content marketing go hand in hand. But, you might be wondering to what extent SEO, or search engine optimization, drive your content decisions? We face this decision in different ways when we create blog posts for Spring Insight or for our clients. A common question is whether SEO should guide content decisions, or whether the content decision comes first and SEO follows. In other words, in terms of content and SEO decisions, who is the chicken and who is the egg?

The answer? Least satisfying ever…depends.

Here’s the thing, anyone worth listening to has a point of view. They have ideas they care about and thoughts they want to share that live outside of what SEO might suggest. Honestly the fact that I have a thing for homemade soap (LINK) or had to pay overage fees for a while because a website celebrating Bob Marley’s legacy was linking to an image on a client site (Link) isn’t great fodder for the SEO dreams I have for Spring Insight. I shared these stories not to help with SEO, but because they interested me and gave me the opportunity to share thoughts on certain topics.

Have we optimized the blogs for SEO? Yes, of course we did. We went in and did what we could with the content already created.

That said, are we making content decisions solely driven by SEO? Yes. We absolutely do. We have a list of words we want to use to drive traffic, and we’re going to brainstorm some great ideas to write about those topics. For example, Spring Insight is located in the DC area. We are always thinking about how we can create content that helps us rank better when people search for terms relevant to our services. That was the idea behind our recent blog post on whether SEO matters in 2021. In this article, optimization drove much of the content in this article.

One thing that must be absolutely 100% clear. Whether you’re writing about something that makes sense to you and isn’t SEO driven (and then optimized later) or you’re writing about a topic suggested by the keywords you hope to rank for, the more important is the writing itself. If what you write isn’t interesting or well-written or isn’t providing content worth reading, direction doesn’t matter. You can have all the SEO and content marketing strategy you want, it won’t help you.

So this is a case where you can drive chicken or you can drive eggs. You just need to make sure people will want to read anything. What about?




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