Developing content for the customer journey

webberoBranding & Marketing0 Comments


Ten years ago, referring to content on a page as “SEO content” was often appropriate. Keyword density was still a strong factor for ranking page content, and SEO professionals struggled with achieving SEO objectives while still providing an engaging content experience for the customer.

Today, I still occasionally hear content requested and/or developed by my team referred to as “SEO content.” While it is easy to be offended, the fact is that there was a time in SEO where content quality was not our top priority, so we must own our past. Certainly Google, Bing, and Yahoo share part of the blame, as we were simply playing the hand we were dealt at the time.

Google has since reshuffled the deck, and the hand we are dealt today requires that our content compete at a quality level. Now when I hear someone refer to content as “SEO content,” I take a deep breath, and I begin my education process. The process always begins with acknowledging the past, and then it is followed with a detailed explanation of how search engine optimization has evolved into search experience optimization.

[Read the full article on Search Engine Land.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.




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