When SEO doesn’t matter

Every single day someone mentions SEO (Search Engine Optimisation) in conversation, whether that be in person or online. Most people are confused by it, and in some cases afraid of it.

To be honest, I’m almost afraid to say that “SEO doesn’t matter”, especially since it is such a widely discussed topic and viewed as the “Holy Grail” of Internet Marketing.

SEO is very highly regarded as one of the most important activities when it comes to content creation, especially blogging.

The confusion and lack of understanding about how SEO works and what to do can be a real barrier for people getting started with their content creation and blogging efforts.

What I’d like to discuss in this article is if there is a time when SEO doesn’t matter so much in content marketing and business blogging.

I think there is.

When SEO matters

At the time of writing Google is the no.1 way for people to find content, and as long as search engines exist, SEO will matter a lot. This doesn’t look like it’s going to change anytime soon.

It’s still very important to make sure you have a good understanding of basic SEO practices for your blogging.

Also, organic traffic from search really can’t be beaten as a source of valuable traffic to your website.

Related content:

Increasing competition for content

Consider how much content exists online. For example, this is a blog about content marketing. If I search Google for ‘content marketing blog’ there are 300 million results! There is a lot of content already out there and available on this topic. How possible is it for my content to be found on Google?

Tip: Google your own blog topics and see how many results google returns to you

Also, those that got in there early with their content are more likely to stay on top, especially if their content remains to be highly regarded.

There are a few things I can consider as options so that my content will be more like to be found in search:

  1. I can go super niche and find very specific topics to write about in the content marketing space, with the objective to be found. SEO will matter a lot for this.
  2. I can go wide and create a lot of content and become the authority on content marketing in my geographical area. Again, SEO will also matter a lot.

When SEO doesn’t matter

Although Google is the number one way to find content, it’s not the only way.

There is a third alternative option that I can see where SEO doesn’t matter, simply because your content will not be found using Google or search.

Consider your current audience and how they consume your content:

  • Do they already know you have relevant content for them to read?
  • Do they know where to find it?
  • Do you know the best way to put it in front of them?

How shareable is your content?

In a recent call with Mark Schaefer he mentioned that 70% of people are more likely to make a purchase based upon a friends social media updates.

If this is true, then what we should really be focussing on is how to make our content more shareable through our community and avid followers.

Think about the reasons you share others’ content – really think about it.

Instead of focusing on driving new traffic to your website through search, consider how you can drive new people to your content through your current audience who share your content.

At this stage you should be thinking:

  • Why would someone share my content?
  • How can I make my content more shareable?
  • Who are my avid followers?
  • Do they already share my content?
  • Why are they not already a significant part of my content marketing strategy?

In short, how can you make your content move? This is what really matters for success in content marketing.

This article is influenced from reading The Content Code by Mark Schaefer, which I highly recommend you buy and study. Click here to buy on Amazon UK.

Build a community around your content

If you are in a highly competitive market for content, and being found through Google seems unlikely, then consider this alternative approach.

In fact, regardless of how your content is currently being found, I think you should consider this alternative approach anyway!

Keep your eye out for people sharing your content and figure out why people share your content. Then give them the content that they will be more likely to share with their network.

Stop measuring your position in Google, and instead measure how many times your content has been shared on different platforms.

Start thinking about how you are building a community around your content.

Your turn

  1. What do you think makes content shareable?
  2. What content do you share and why?
  3. Do you know who’s sharing your content?

Join the conversation in the comments section below.

Don’t forget to be awesome!


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About Chris Marr

Chris is the leading voice of the growing Content Marketing movement in the UK. His pioneering work has helped countless organisations grow through content marketing. His drive comes from a desire to help people break free from the world of interruption marketing.