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


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

The answer? The least satisfying of all time… it depends.

Here’s the thing, everyone worth listening to has a point of view. They have ideas they’re interested in and thoughts they want to share that aren’t what SEO might suggest. Honestly, the fact that I have a soft spot for homemade soap (LINK) or had to pay overage fees for a while because a website celebrating Bob Marley’s legacy linked 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 blogs for SEO? Yes of course we did. We walked in and did what we could with the content that had already been created.

With that said, do we make content decisions purely for SEO? Yes. We absolutely do. We have a list of words we want to use to generate traffic, and we’re going to brainstorm some great ideas for writing on these topics. As an example, Spring Insight is located in the DC zone. We’re always thinking about how we can create content that helps us rank better when people search for terms that are relevant to our services. That was the idea behind our recent blog post on whether SEO counts in 2021. In this article, optimization has generated much of the content for this article.

Something that must be absolutely 100% clear. Whether you are writing about something that makes sense to you and not SEO driven (then optimized later) or writing about a topic suggested by the keywords you hope to rank for, the most important thing is the editorial staff itself. If what you write isn’t interesting or well-written, or if you don’t provide read-worthy content, the 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 a chicken or an egg. You just need to make sure that people will want to read anything. What is it?




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