In Enter the Dragon (1973), Bruce Lee’s character chides a student for focusing on the wrong thing. “It’s like a finger pointing at the moon. Do not concentrate on the finger, or you will miss all of the heavenly glory.” Content can also lose the correct focus, if it is preoccupied with narrow SEO tactics instead of wider objectives.
Jonathan Guy, Managing Director of Aqueous Digital, talks about the importance of having a content strategy that looks beyond search engine optimisation and clearly addresses its audience to achieve its objectives.
Why is SEO More than a Numbers Game?
“Attracting an audience using search engine optimisation is much more than a technical process, because however adept you are at optimisation and deploying keywords, you’ve got to engage your audience.”
“If you treat search engine rankings simply as a race to the finish you’re missing the point. And you can come unstuck if you become so SEO-fixated that you overstep the mark and are thrown off the Google index.”
“The thing that will drive business your way, online, is content. Having a clear content strategy is what should underpin your search engine optimisation activity”
Content for People
“Sometimes with the algorithms and analytics it’s easy to lose sight of the fact that the internet is about people and their needs. Ultimately businesses are dealing with people, selling to people. Therefore, it makes sense that content should be written for people first, not search engines.”
“There is a tried and tested strategy whereby you build strong content based on what people are searching for. This sounds simple, but it requires a proper understanding of your audience, of how people research things online, and how you can shape your content so that it’s appropriate to their needs.”
What is the Correct Perspective?
“Content with depth can drive clicks. The two are by no means mutually exclusive. We’ve illustrated this point on our own site, where we chose a specific topic, wrote about it comprehensively, in such a way that it would be useful for people searching online, and drove hundreds of visitors to us.”
“Search engine optimisation on its own is narrower, more technical, while content marketing is broader in its approach. The key is bringing the two together.”
“You make your search engine optimisation more effective because you give it depth, and you position your content more strategically using SEO”
“Think about the strategy. What is your objective? Simply to have effective search engine optimisation, or to drive more business your way using content and SEO, as marketing tactics?”