You know that SEO and content marketing go hand-in-hand. But, you might ask yourself, to what extent should SEO, or search engine optimization, drive your content decisions? We face this decision in a lot of different ways when we create blog posts for Spring Insight or for our clients. One common question is whether SEO should drive content decisions, or whether the content decision comes first and SEO follows. In other words, in terms of content decisions and SEO, which is the chicken and which is the egg?
The answer? The least satisfying one of all times… it depends.
Here is the thing, anyone worth listening to has a point of view. They have ideas that interest them 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 that I had to pay overage charges for a time because a website celebrating the Bob Marley legacy was hotlinking to an image on a client site (Link) isn’t great fodder for the SEO dreams I have for Spring Insight. I shared those stories not to help with SEO, but because they were interesting to me and gave me an opportunity to share thoughts about certain topics.
Did we optimize the blogs for SEO? Yes, of course we did. We went in and did what we could with the content that was already created.
That said, do we make content decisions that are driven just for the sake of SEO? Yes. We absolutely do. We have a list of words that we want to use to drive traffic, and…