SEO has always been about providing an amazing user experience. While black hat marketers were busy trying to create and structure content for the sole purpose of snagging search traffic – with little or no regard to user experience – ethical marketers have always worked hard to provide stellar content that also ranked well.
Search Engine Optimization (SEO) is a term that fails to describe (or give credit to) the full range of disciplines involved in creating and executing a contemporary natural search strategy, such as content planning, social media, PR and analytical skills. Nor does it communicate the benefits, over and above search engine rankings, that these disciplines deliver.
Keyword research for SEO should always have the end goal in mind. Whether the finish line for your SEO-based content strategy is increased sales, more qualified leads, brand awareness, etc., the home stretch is developing the absolute best content in your industry.
Decoded and categorized keywords will inform specific content recommendations that will add value (and be an evergreen resource) for your buyers.
It’s time for an updated strategy that goes beyond “doing keyword research.”
It’s time to re brand and rechristen SEO as Search Experience Optimization.