Are You Playing the SEO Game Wrong?
Don’t play the wrong game. It’s quick to get frustrated when playing the SEO game, or even the social media one, if you aren’t seeing the results you expect to see, by following “best practices.”
One of the major complaints we hear a lot is that Google/Facebook/Twitter only want you to pay for exposure and are implementing systems to penalize you for not sponsoring or boosting posts. We hear the same about paying for Adwords to jump to the top of listings.
People who subscribe to this belief are quick to become frustrated and then often fold under the pressure and decide to “fix the problem” by going ahead and paying search engines and social media networks to promote them. If this is how you’ve thought about social media and search engine marketing, this is probably why you have a problem to begin with.
Think about the businesses in which search engines and social media operate. They have their own competitors and in order to stay at the top of their game, Google and Facebook need to continue to provide the best user experience to their customers that rely on them. They do this by continuing to serve up the most relevant, interesting and on-topic content to searchers and participators.
They do this by continuing to serve up the most relevant, interesting and on-topic content to searchers and participators.
For example, Facebook doesn’t choose to expose your post about what your company did on its retreat last week to fewer people because they want you to pay them, though they would happily take your money. They serve it up to fewer people, because their algorithms tell them people just don’t care, hypothetically of course, and they base this on how much your fans have interacted with you and similar posts in the past. If instead of your post, they’ve deemed boring, they serve up content that historically has garnered more engagement into timelines, their users engage more and are generally happier with their experience on the platform.
Similarly with Google, although you may have tagged and targeted your site to death, if it doesn’t really answer the questions Google users are searching, it doesn’t behoove Google to serve it up as an answer. It behooves Google to deliver the content that matches what people are looking for, and trying to trick Google into thinking your content is about something, when it really isn’t, won’t result in higher SEO and search rankings.
So how do you respond? If there isn’t a rules list for your to follow to get to the top, how do you approach your content
It’s best to think about your content the same way Google of Facebook might, and instead of pushing your SEO agenda the way you think you want it presented, think about it in terms of what content people are actually looking for. What questions can you answer for your audience? What are you the expert of? What content can you deliver that is both interesting to your audience and positions you in the best way to convert that interaction into sales.
And then, you’ve discovered the true game to SEO and social media marketing. Now, comes the fun part about building a content strategy that fulfills SEO best practices and delivers engages users in a way that earns top marks from search engines and social media networks.