Search engine optimization (SEO) and industrial content marketing
SEO and industrial content marketing are NOT mutually exclusive
Organic SEO is not dead
It is a myth that organic SEO is no longer important because of social media.
Organic or natural search engine optimization (SEO) has changed significantly in recent years. The difference is that the focus today has shifted from just discovery optimization to combining discovery with conversion optimization.
In the past, SEO was dominated by technical tactics such as keyword research, optimizing title and headlines with keywords, keyword density and link building. While some of that is still important for on-page SEO, Google algorithms have evolved to where it tries to interpret the intent of the search, meaning searches are now more semantically based.
In a nutshell, you are not going to get a huge lift in traffic with just fine-tuning the technical aspects of SEO. You need good quality content that is relevant to the searchers’ (visitors’) query. It is all about helping them solve their problems. Our experience shows that industrial companies continue to get most of their traffic from organic search, even those who invest in pay-per-click (PPC) campaigns.
Trying to game Google and search engines with SEO tricks for short-term gains has never worked. We have always believed in creating good content that is relevant for human readers first and let the search engines follow. That philosophy has served our industrial clients well. It has withstood all Google algorithm updates up to now and will continue to do so in the future. Human visitors convert into customers, search engine bots do not.
Bottom line – don’t ignore organic SEO but don’t get hung up on keyword rankings. Concentrate more on page performance for converting traffic into leads and customers.
That’s why we have made SEO a part of our industrial content marketing service rather than a stand-alone marketing service.