Distribution of Responsibility: Who should optimize content?
Search engine optimization (SEO) and content marketing have a strong tendency to coincide, sometimes it can be hard to actually realize that these are two completely separate approaches in the SEO world. Stoney deGeyter from Search Engine Land means in his article ” Who should optimize content: SEOs or content writers? “That the similarities lead to the somewhat provocative question:
Which of these two is what will optimize the content?
deGeyter continues to argue that there is a striking difference between the two professions, SEO is a role that requires someless creativity while content marketing is largely based on creative thinking. Consistently, deGeyter believes that the technical aspect of SEO is something that is not found in content marketing, which is also the main difference. A person engaged in SEO analyses and addresses website’s technical issues where 50-80% have nothing to do with the content on the website. At the same time, one can not ignore the importance of the content’s interaction with SEO for the best results. The content can not create traffic if the search engine is unable to analyse or share it, but it is not enough to focus only on the technical aspect of achieving a high rank (deGeyter, 2017). Content must therefore be optimised to be valuable and this is best done by someone with knowledge in SEO.
Clear roles for a high SEO rank
In addition, Stoney deGeyter believes that it is important that all parties have a clear role to play in creating high quality web-based websites. Obviously, the person responsible for SEO should have insight into what a good content is and the writer should have an idea of how SEO is best implemented in the content. However, it is rare that a person is both technical and creative, so both parties should have clear differences in focus on their work:
“No one expects the writer to be an SEO. Nor should your SEO be a writer. They each have their place. Where the two roles overlap, they should work together to create a masterful finished product. (deGeyter, 2017-06-07) “
By allowing each person to have a steady and clear role, the content of the website will always be optimised for search engines, traffic will increase and your visitors will be exposed to relevant information only. In conclusion, it becomes clear that both SEO and content marketing must be different, while constantly having to work together to achieve profitable results.
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