The search industry is booming. Competition for keywords – organic or paid – has never been higher. All forms of digital content multiply and prosper.
Underneath it all, however, tectonic plates are shifting. Slowly but surely, almost everything that used to constitute search engine optimization (SEO) has become ineffective, risky, or inappropriate for most brands.
SEO tactics are being taken off the table and a gap has begun to arise between what is needed – digital visibility – and the tactics, tools, and business processes needed to achieve it. Brands that learn how to evolve their approach to SEO and content to fit this new world will emerge on top.
Brands facing this challenge would do well to focus attention on the means and the ends. Brands want SEO as a means to achieve the ends of building a conversation, engaging customers, and driving sales.
Thinking with the ends in mind, it’s easier to step back and look at SEO as just one way that content can impact your business. The other ways?
- Social media/Web 2.0 sites
- Plain old web pages
- Guest posts
- Case studies
- Sharable presentation
- Conference presentations
The idea is to take an SEO perspective on content and merge it with content strategy, editorial, distribution, and planning. Sounds good in principle, but how does it work?
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