06 Jun 0
When people are coming at you from all angles talking about content optimization, SEO, marketing strategies for your content, how to utilize all the tips and tricks when writing content online can be some seriously confusing stuff. Just like any other topic, a person can go so deep into the information that they sort of get lost on the big picture. That is certainly easy to do with comparing the proverbial orange (content optimization) to the same kind of apple (SEO). But, staying out of the weeds is also easy when you know what information to filter into the ‘important’ category, and where to put the ‘unimportant’ information. You should always put the unimportant stuff into a file, whether it be a real one or in your brain, so you can keep it for later, but make sure it does not get mixed in with the important stuff. Businesses need organization, and so does all the knowledge that comes with it, so keeping the info that will help you succeed in knowing the difference between similar facts is going to give you the advantage over the competition. Knowledge is power, right?
First, the words ‘content’ and ‘copy’ are just other words for, well, words. What you are reading right now is content. You can call it copy if you want. That’s sort of an industry term writers, marketers, and other pros use for no real reason whatsoever. Content for businesses follows very closely behind in importance to customer service and the quality of the product or service that you sell. So, when you either create your content, or have a pro create it for you, it needs to be optimized so that it can perform well on the internet.
Again, for sake of ease, this comparison is not really a comparison at all, but rather an information guide to step one and step two of the content creation process.
The content that is created is obviously written for a specific audience, with specific information, with keywords and key phrases that have been researched by an expert to ensure the largest audience searching for that information can be reached. Everything is seen through the eyes of marketing. The objective for all this is to disseminate information amongst new and existing customers for several purposes, including brand awareness, customer trust building, relatability, focused marketing, enhancing reputation, and many more benefits that come with good content.
Optimizing your content means that the writer has done the research to know what exactly the audience needs to know, ensures the facts and ideas are straight, formatted the copy in a way that is best for the reader, and has incorporated everything needed for step two to commence without any hiccups.
Again, the terms are almost identical, but SEO is search engine optimization, which is very similar to the former topic. The two are intertwined, and honestly cannot work without the other, unless you are shooting from the hip at several targets and just write stuff to put out there. Food for thought: you should never do that. That is a great way to sound crazy on the internet.
The internet is a vast place of ever-changing rules that different websites, or platforms, create to make everything just that much harder to optimize content. Although, a business can easily use just the top three search engine’s rules to create an acceptable online presence. Google, Bing, and Yahoo! are the top search engines on the internet. Others come very close, but for sake of ease, focusing on these three is ideal.
Now, understanding the rules of the internet is key to making sure that your content follows all the rules so that those search engines can see that content and put it up on their search results when people input their queries.
Think of search engines like a physical store. When you ask the associate behind the counter for a pack of gum, they search for a pack of gum, or at least they should. If you did not optimize your words correctly when asking for the gum, and say, asked for a Volkswagen instead, that associate is going to look at you quite funny. At the same time, if a customer asks for a pack of gum and there is a large car behind the counter with a sticker on it that says ‘gum’, and hands you the keys, that is yet another situation where confusion sets in, but at least you get a car out of the deal.
In real life, the internet does not give out cars. It gives out information. Your information. Using the correct keywords in your content, formatting the copy properly, and using those keywords and key phrases just enough times will help the search engine be able to find your content much easier. The user will end up getting the correct information they searched for, which should be yours, because you optimized your content to be better than any other content on the web for those search terms.
Optimizing content does not just stop at using keywords that likely occur naturally inside your text. Search engines are evolving, so experts need to stay on top of the changes to their algorithms and rules to finding the best content for certain search terms, or that awesome content that you spend good money on will end up in internet oblivion.
Some of the changes have gone the way of the content creator, which gives a better chance to better content that focuses on ideas and information rather than just using certain keywords and key phrases. Plenty of content creators tend to ‘hack’ their way into the top results by taking advantage of how search engines find information for people.
All that is changing though. Google, for example, is using futuristic AI to help them deter that sort of behavior. That AI is getting smarter, and before it takes over the planet’s governments, it will give us much better results at the top of the page, which you can greatly benefit from if you have good, unique ideas and information to give to people searching for it.
In the context of a comparison, content optimization and SEO are very similar, but two totally different things. Can you optimize content and put it out there without regards to what the internet wants you to do? Sure! You also have the freedom to shoot yourself in the foot. It does no good to optimize your content for your readers without optimizing it for the internet. Your customers will not be able to find it.
Again, everything is intertwined regarding content for your business, marketing, using content in all the ways it should be used, and how your customers get their information from you, whether it be online or in a physical form. Use every tool simply. The effects of each will be different for everyone, but it will never have a negative effect if used at all. Use all the content and marketing tools available, but use them in the easiest possible fashion, because you can easily become a digital marketing and content creation expert with all the research and experience you will gain if you dive in too deep, instead of selling socks or something.
Another pro tip: hire a pro. Do not get bogged down with worrying about all this stuff. The experts have everything organized so they can create your content, market that content, and ensure the big picture is not lost in the weeds you have found yourself in. You need more customers, so you can scale, hire more people, do more for your community, make more money, and be the best expert in your field that you can be. That is exactly what creating content that is optimized for the internet’s search engines does. That all sounds pretty good, right?