30-second summary:
- The typical advice around merely improving on the content already ranking at the top of the SERP is fundamentally flawed.
- SEOs often limit their content possibilities by thinking of SEO content from purely acquisitional point of view.
- Thinking of content from a branding perspective leads to differentiation and aligns with Google’s focus on topical expertise and authority.
- Emerging AI writing technology may not be symmetrical with Google’s evolving algorithm.
I have a bone to pick with the way our industry thinks about content. In general, I think we often don’t appreciate what good content really is. Nor do I think we consider what should go into creating great content. Here, in specific, I want to challenge the notion that all content is “acquisition” content.
I don’t just mean landing pages, but blog posts as well. That’s right, not all content should be created with the objective of getting more conversions or even more traffic to your site.
Does that sound outlandish? Perhaps. But by the time you finish reading this, you might agree with me. (Although let’s be honest, you probably won’t).
SEO from a branding perspective
I often think of SEO from a branding perspective. I know, you’re probably thinking, “Well, that’s a crazy statement right there!”. Outlandish as it might sound, thinking of SEO[1] in terms of branding will greatly impact how you see “SEO content”. Why? Because in terms of mindset, content creation and branding are very similar.
Let’s substitute “your brand” with “your site” because your site is your brand to both users and search engines.
Think of your site as your brand. Just like you think about your brand’s identity and perception–that’s how you should think about your site because that’s how it’s seen by Google.