3 reasons SEO belongs at the beginning of a project, not the end

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Search engine optimization (SEO) can sometimes be treated as an afterthought, but columnist Nate Dame outlines how keyword research can be instrumental in planning and developing an effective content calendar.

Please visit Marketing Land for the full article.

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Too many marketers still bring SEO in at the end of a content marketing project. They finish a blog post or finalize a new marketing campaign, and at the end of the line, SEO comes in to find related keywords and plug them into content.

Unfortunately, this approach is outdated and completely ineffective.

Robust, modern SEO research can decipher who your real audience is online, where visitors are in the buyer’s journey, what information they’re looking for, and what content format they prefer. These insights lead to more effective content strategies.

But if SEO is only given a voice at the end of the line, it’s too late to utilize the insights it provides. To fully enjoy the benefits — and optimize every piece of content — SEO must be a foundational part of every project from the beginning.

[Read the full article on Search Engine Land.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

Nate provides results-oriented SEO leadership with an emphasis on B2B and technology brands. He is a speaker, columnist for Marketo and Search Engine Land, and leads client strategy at Propecta.


 

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