Let's be clear. SEO keywords still matter. Getting your H1s and your H2s aligned still matters.
But content is increasingly dominated and shaped by social.
Content managers get very excited about this and go nuts on social media. But too many assert that this is a zero sum game where social sharing and engagement trumps website quality. It doesn't
One thing's for sure. If your blog and your wider website suck at SEO, no amount of social media content will gloss over the problem.
Why? Google doesn't just reward sharing. It rewards consistent user journeys. Excite your audience on social and drive them to a dead end website, or make a promise that is broken on your landing page, and you can kiss your SEO score goodbye.
So get active on social. Make people part of your SEO strategy. Give them content that is genuinely useful and shareable. But for heaven's sake, make sure the journey from channel to landing page is crystal clear with equally transparent opportunities for action. Over to you.
When Google’s algorithm was aligned with links it made sense to tune the SEO strategy to links. Now that Google is focusing on users, solutions and niches, the link building approach has to shift as well. I have a pragmatic approach SEO. My strategy bends with the direction the Google wind is blowing. I don’t do platitudes. I know that “focus on people” sounds like a kumbaya platitude. But there is a real scientific basis to that approach. The chief reason is that Google’s algorithm is tuned toward pleasing users. All of the above are methods for establishing authority, cultivating traffic, and making your site known. What ties all the points together is focusing on people, on users. That’s significantly different from focusing on keywords, quantity and anchor text.