Editorial strategy, why are you wrong when betting everything on SEO content

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Like me, you often come across articles that explain that SEO content is the cornerstone of your content marketing strategy. Neither true nor false, is this statement, in my opinion, a dangerous shortcut. Imagine that digital is not your main skill; you could end up believing that the virtues of SEO are limited only to content. Worse still, for some profitability care, you ONLY want to produce content and work around 10 keywords. It would be a shame to be caught in this quantum loop!

Let’s get it right, I’m not saying you shouldn’t integrate SEO content into your editorial strategy, I’m just defending the idea that limiting yourself is choosing to go on the wrong foot. 

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SEO requires a lot of effort to get few results

69% of the content produced by brands is never read. Simply because they never hit the mark I know, it’s sad!

If content is a means of nurturing SEO relying on SEO to be read is a sweet illusion. Being included in the Google index is a form of privilege that rewards effort with visibility. To achieve this holy grail, it is necessary to feed your SEO strategy with content, but it also requires in-depth work on the acquisition of backlinks, semantic analysis and technical optimization of the site A long-term job, which requires real experience and takes time Maybe too long to see the first results…

Even so, you get to be correctly indexed in search engines, knowing that nothing is gained with all that, far from it. Some figures to convince you:

75% of clicks are assigned to the top 3 positions.

The first position guarantees, on average, a click-through rate of 31.7%

Most queries get an average of 8.1 clicks.

50.3% of searches on Google do not generate any clicks.

So, of course, Google is life! But, despite the 6 billion searches that take place every day, 91.5% of users do not go beyond the first page. The second page of google becomes the best place to bury a body.

So you have to be very SEO efficient to expect something from him. It is possible, but posting a story here and there is probably not enough.

SEO is one lever among others

There is! While being in Google’s index is undoubtedly an advantage, SEO is far from being the only channel to develop your content marketing, or even your marketing.

33% of ecommerce traffic comes from organic search. So 67% is coming from elsewhere… Narrowing your content strategy down to an SEO goal is definitely depriving it of real opportunities.

If you are a fan of KPIs, trust the numbers, they speak for themselves:

On average, a user has 7 social accounts and dedicates 2h15 of attention to them every day.

23% of the world’s population is present on Facebook

YouTube is the second largest search engine in the world. The average duration of a session is 40 minutes.

The 60% of Instagram users claim to have discovered new products through the platform.

Every day 2 million people post inspirations on Pinterest

You will understand, SEO is great But, I can only advise you to think bigger for your editorial strategy, integrating these levers into your content planning, both in the content creation section and in distribution.

SEO generates traffic, not necessarily sales

A great subtlety! On average, a visitor visits a site 7 times before finalizing their purchase. That is, how big is the step between generating traffic, even qualified, and selling In question, the search intent.

Let’s be honest, we don’t have the bank card between our teeth every time we use Google.

Multiple reasons can lead us to use search engines. It is common to categorize these intentions into 4 types:

Information searches: often translated by a question, these searches aim to find information, in the best case a solution to a problem and this, no matter the source. It goes from “Why is the sky blue?” toward “How do I tie my shoes without laces?”   This is a rift that you should take advantage of to climb the conversion tunnel, but it is certainly not an end to converting.

Navigation searches: generally linked to a brand or a service, this type of search allows the user to easily guide their search through Google.   You want to be more efficient by avoiding searching. On the other hand, this implies that you already know the brand for example, “Amazon Laptop”.

Commercial requests: we are getting closer to the conversion goal, as this is about obtaining information, before a purchase. For example, “vacuum cleaner comparison”. Here, you definitely have a card to play with with your SEO content. See, I’m gentle!

Transactional searches: at this stage, your user is determined to take action; these are the saints of search in SEO. For example, “Buy Nike Shoes.”   Obviously, the competition is even tougher there…

Conclusion, the content will allow you to position yourself along the way to go through all the stages one by one. However, it won’t always be a mega bingo, keep that in mind.

SEO lacks uniqueness

Here we get to the heart of the SEO content problem. If the job is well done, you will have identified the most promising searches. Therefore, you are going to want to orient your content strategy according to this objective. Brake number 1, your competitors will probably have the same SEO tactics , so they will be targeting the same position .

Then, they will decide to deal with the same topic to arrive at the same search. Therefore, for performance, the content will be optimized using SEO tools, which will issue similar recommendations, as all SEO copywriters use the same well-known tools.

As a result, not only will the competition go up a notch, but you will express the same thing , with the same keywords .

Not to mention the possibility that the writer has relied on the results already indexed in the search to build their content, it is like a dog that bites its tail.

You could also say that with this type of content, we are not at the heart of differentiation in marketing!

However, not all users or prospects are ready to give you this attention time and, objectively, not all topics deserve it. Who wants to read the comparison of vacuum cleaners for half an hour? The solution, vary the pleasures and especially the formats.

After 8 anti-SEO bullet-points only, how to conclude?

Well, simply inviting you to reflect on the need to develop a multidimensional content marketing strategy, capable of integrating both your SEO ambitions and your most immediate conversion goals or even notoriety. It will put a little more fun in your editorial calendar!