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Dustin Kapper Khawer Rabbani Thomas Eynon

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SEO Strategies Seem Backwards

I'm fairly certain the goal of search algorithms like Google's is to promote content that is unique and beneficial to the end user. So shouldn't the content focus on them? Not only that, but I feel that focused Adwords pages result in a kind of marketing tunnel vision. The strategy I commonly see is:

  1. Research keywords for market size, competition, etc.
  2. Find a niche.
  3. Write some content focusing on those keywords.
  4. Run a campaign and make money.
I feel this strategy is chasing the wrong goal. The primary goal of this strategy is likely "to improve our search engine rankings". This goal is great if you are a search engine selling advertising. On the other hand, a business following this strategy is likely trading in their customers experience for increased traffic at a higher bounce rate.

All this is to say, I think a better strategy for SEO may be to write useful content that enhances the customer experience. This may be quite hard and time consuming. All in all, I propose a somewhat reversed strategy.

  1. Listen to people you meet. What do they struggle with? What do they need? Is there a problem you can solve with a few helpful words?
  2. Write about your experiences and propose some solutions for these problems.
  3. Monitor your organic traffic. See which of your articles are doing well.
  4. Research keywords in your organic traffic that is performing well.
  5. Coordinate your campaign with your better performing organic content. Advertise for your organic content or use that content to generate more targeted ad campaigns.
We will be trying out this strategy ourselves over the next couple of months. Our blog articles will be written on a more personal and supportive level.

Whether you agree or disagree, we would love to hear your thoughts.

Thomas Eynon

Thomas is the president of Eynon Software and has over 20 years of experience developing custom software.