2 Reasons to Think about SEO at the Start, Not at the End, of Content Marketing

Too many marketers and business owners still consider SEO as ‘seasoning’ that is to be added to an already-finalized content marketing project. Once they have finished their content creation and worked out the kinks of their marketing campaign, they now ask themselves where they can fit in relevant keywords or include other SEO aspects.

This, of course, has proven to be completely ineffective as a strategy, and most of such business do not receive much ROI for their work. Giving SEO a voice at the end of your project means you will never realize the potential that could be achieved by the insights SEO provides.

You can turn this around by thinking about SEO from the very beginning of whatever online marketing project you’re starting, whether that’s building a website or running a digital/content marketing campaign. This article highlights three reasons to make this change.

1. Your keywords should determine content ideas

Keywords are at the heart of almost all internet experiences. While you can gear content towards your physical customers’ needs, true SEO value comes from gearing content towards your audience’s online questions. Of course, the best place to find this information is on Google, which is why you’re often advised to use tools like Google Search Console and Google Keyword Planner when developing your keyword list.

Keyword research is the beginning of an effective content strategy. Modern keyword research is about studying what your online audience wants/needs/prefers. This process gives insight into user intents that can then inform content ideas so that you’re providing relevant content to your audience. Doing this incidentally, will also give you ample content ideas to fill up your calendar with, rather than just shooting in the dark.

2. Keyword research should explain content

Once you know user intents, you know exactly how to create your content. You will be able to tell what information they need, who they are and where they are in the purchase cycle. These are explained as follows:

Type of information – Your users may need general knowledge information (basic beginner-level content, definitions or how-to guides). Such users are looking to learn. Alternatively, they may need to actually avail themselves of a product or service, in which case they’ll be looking at price comparison sites, user/product review sites, brand landing pages and ecommerce stores. These users intend to purchase.

Who – Search results with detailed or technical information are more likely directed towards executives/professionals in the field. Researching user intent can help you determine who you’re writing for so that you can personalize your content according to your audience

Purchase cycle position – Keywords that end up with general knowledge search results are often used by searchers in the beginning or awareness stage of the purchase cycle. Keywords that are highly specific on the other hand point to purchase-ready consumers that have made the decision to get a product or service. Searches for user/product reviews reveal that consumers are somewhere in the middle of the cycle


Using the above information, your best San Diego SEO Expert in 2018 can conduct your keyword research with understanding, knowing that you’re not just looking for keywords to append to already-created content, but rather you’re seeking to answer users’ most troubling queries. As you have guessed, in the longer term, the latter will be more successful in capturing consumers’ interests, leading to high search rankings and increased ROI.

Guest article written by: X

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