SEO kills creativity The mantra is not uncommon among the authors of content . Likewise, SEO experts often voice complaints that creative writing should take a back seat to SEO perfection.
The reality is that the best types of content marketing combine creativity and
How SEO got a bad rap - and why it is blocked
content marketing is always a new and changing industry and the creators of content who have been around for more than five years will rememberwill come from its horrible beginnings. Many copywriters were introduced to the SEO world during the dreaded " content farm " years, when nothing mattered except the number of keywords you might think. cram into a 300 word article.
Fortunately, this practice is almost dead (because the Google algorithm makes it a very risky practice). But for the writers who have worked on these content farms, the scars are deep and ugly. Sadly, many seasoned writers have turned their backs on the world of digital marketing during those days and never looked back.If you are in charge of re-recruiting or training copywriters to help you achieve your SEO , then let them know you're not lookingkeyword stuffing and you appreciate creativity and writing skills.
SEO tips every copywriter should know
Editors do not need to be trained in all aspects of SEO . If you hire someone for their creative talent, chances are their interest in phrases like "robot.txt " and "sitemaps " is rather low.
Rather than trying to teach a writer how to become an expert in SEO , instead teach them quick tips that they can use to optimize their content on their own. There are three key skills that all copywriters who want to work in digital should know:
- How to findrelevant keywords
- How to put shaped articles for SEO (using appropriate headers, bullets, and graphics for 0-position opportunities, etc.)
- How to create well-optimized metadata .
If you can teach copywriters these skills and why they are important, you won't overwhelm them with SEO techniques that don't apply directly to their writing. Writers can bite the bullet, but equip them with some simple tools (like Ubersuggest or Keywords everywhere ), you can get them to focus on SEO without having to stick to main on every piece of content that they create.
It's easy to teach a basic, creative SEO tactic, but it's virtually impossible to teach 'teach someone who has no creative sense how to create something unique.
Show results from content creators in their language
It is helpful to include your content team in your regular reports, but again, try to tailor the information to what is most important to them. Show them how their use of certain keywords or content structure improves and succeeds.
Every avid writer wants people to read their words, show them the results in that context. It 's not a big jump to sayWhether increased organic traffic means more audiences reading their work, or more ime on the page means people really enjoy what they read. When a writer sees proof that their content is getting attention, they will be more willing to include SEO tactics in their future work.
Resources
Analytics The Ultimate Guide to Forum Linking in 2020
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Development Improved SEO and developer relations
Analytics How to do competitor analysis online
The conference room: where creativity will die
A vicious circle unfolds in marketing teams every day. A content creator comes up with a creative idea. It might be a little cheeky, weird, or quirky, but it's very smart and has great potential to connect and surprise audiences.
Several other people on the team see the idea and love it. They find it hilarious. But then the scissors come out.
"Can we change this word? "
"And maybe use another image? "
"I'm not sure we meant this, some customers might find this offensive. "
"I don't understand the joke. "
"It 's totally different from the brand. "
And then the SEO team comes into play:
" There is no keyword in this title. Can we add one? "
Next thing you know, which was once a creative idea winning was watered down by everyone else in the business. It is important that copywriters stay true to their brand and communicate a company's message, it is also important that people at the upper echelons of a company leave the creations behind be creative.
This applies to the SEO team. It is essential that content creators and the SEO team work together to understand the intent of any given piece of content. Is it more important to direct people to the page through organic traffic, or is it more important to engage them once they are there? For most content, you'll have a mix of these two goals. But if you want to make sure you keep your bounce rate low and your time spent at the top of the page, then sometimes you have to sacrifice wkward SEO-based expression for creativity instead.
There 's no reason SEO and creativity can't go hand in hand, provided that content creators and SEO managers are willing to work together and make compromises. Editors who wish to work in thefield of digital marketing must be prepared to learn the basics of content optimization. SEO experts need to know when it's appropriate to sacrifice SEO elements for creative engagement. Meeting in the middle on creativity and optimization is the recipe for success.
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