Get ready for the B2B marketing version of Myth Busters. In this episode, we dispel the rumor that SEO stands for Stupid, Erratic and Odd
B2B search engine optimization doesn’t mean that you go out of your way to pack headlines and paragraphs with keywords at the expense of clarity, impact or grammar.
In fact, the opposite is true. The more you write to meet your reader’s needs, the more naturally you will attract the search engine attention that will bring you the most qualified leads.
Myth #1: Keywords = Jail
Busted: Well-defined keywords are not handcuffs that tether you to a constrained list of approved phrases. Instead, they are guides to keep you on track. Multiple entries with similar tags show search engines that you have lots of content on a certain subject. It also shows visitors that you have depth of knowledge that could be the answer to their needs. True SEO is a win-win for you and the reader.
Myth #2: SEO Content can be Written by a Computer
Busted: SEO copywriting is an art as much as it is a science. That is why anyone who says they have a computer program that can churn out content based on keywords is missing the mark. Only real people - creative copywriting experts - can bring that creative spark to a subject to explain it in a new way. Only a strategic marketer armed with sound competitive analysis and monster business writing skills will be able to deliver content that meets complex online content and conversion optimization rules.
Myth #3: All Traffic is Equal
Busted: Being found is a long way from being successful. Success means attracting qualified inbound leads. The latter is an order of magnitude harder than the former. It requires a true understanding of your customer’s needs. Only then can you provide the information they need in the format they need it.
How can you tell if you are posting the right content? Ask yourself:
- Does this content help our prospects?
- Does this content help search engines?
The best SEO content does both. So you don’t have to choose between educational, compelling copy and lists of words that will attract Google bots. That is just a myth. The truth is that a well-rounded SEO pro will consistently do both, naturally.
JT Long is Content Marketing Manager for Business Communications Group, a veteran storyteller for local and national publications and a longtime blogger. You can tweet with her @b2bjt.