Baby-Step Your Way Into an SEO Content Development Campaign

Are you doing nothing with your SEO content development campaign because you can’t do everything, right now?

I received a question that I thought was excellent – and illustrates a common fear around launching a SEO copywriting campaign.

“Hi Heather,

I was just reading your latest newsletter and noticed the section titled “Do you have SEO copywriting questions you need answered?” There’s something I’m curious about, and I didn’t know if it might be something your other subscribers would be interested in as well…

I’ve talked to a couple of digital marketing specialists lately who claim that SEO copywriting does no good without an overall, long-term strategy. So, my question is this: Is there value in doing some initial keyword research to create compelling, keyword-rich web content (and then incorporating those keyword phrases into additional online collateral like e-zines, blog posts and press releases)? Or should companies hold off until  they can afford it all — social media, link building strategies, blogging, analytics, PPC, etc.)?”

Yeah, I hear things like this all the time. And it’s sad, because the mindset is so, so wrong.  Here’s why:

In a perfect world, yes, it would be great to have a completely robust SEO strategy in place, and the content development would be a piece of the search marketing pie. That’s when clients can see the fastest results (which makes sense, since you’d be leveraging multiple marketing touchpoints.)

But here’s the thing: That’s not always the reality. For many businesses — and this is applicable for small businesses as well as Fortune 500 companies — doing everything, all at once isn’t feasible. Maybe it’s because of finances.

Maybe the company is working things out internally. Sure, they may be ready to do one thing (like content development,) but not a link building strategy. Yet.

Does this mean that a company should wait until they have the time, budget and manpower to launch a full-scale campaign?

Hell no!

I’m not saying that companies should run out, willy-nilly, and “try some SEO stuff” without having some sort of strategy – that’s just stupid. But, sheesh…if all you can do is write your butt off in an attempt to gain more search rankings, see better conversions and brand your businesses, then write your butt off.

Be smart about it – you may want to hire a content marketing strategist to teach you the ropes and set strategy. Or train your team in SEO copywriting best practices. But by all means – write.

It’s like telling someone that they don’t need to try to lose weight until they’ve created a 3-month meal plan, have an exercise strategy in place, hired a personal trainer, have eliminated sugar and caffeine from their diet and have purchased new exercise clothes. Gee. Can’t someone just start by eliminating their before-bedtime snack?

I’m a firm believer (and I’ve said this many times on stage) in SEO copywriting baby steps. If all you can realistically do this month is edit 15 pages for keyphrases and tweak your Titles – great. Or getting SEO copywriting training may be the easiest first step to take.

Just know that there are many ways to accomplish your content marketing goals – and, as Katherine Andes from the LinkedIn SEO Copywriting group said, “Eat the elephant one bite at a time.”

6 replies
  1. Laura Crest says:

    Ah, baby steps are key to preventing paralysis! If I were to look at everything I needed to do, today, I’d jump back into bed and pull the covers over my head!

    Yes, Heather, you’re so right: just write, by all means! The
    “Eat the elephant” quote I recognize from some zen joke: “How do you eat an elephant? One bite at a time.” Perfect analogy, Katherine! : )

  2. Katherine Andes says:

    Good article, Heather! Lauren I just looked up origin of that elephant phrase … it may be from a Danish consultancy firm in 1975! Anyway, it’s a good one for all of us to keep in mind. btw I kind of have to refuse work to just SEO a poorly written page … you could call that an elephant bite and justify it, but I just can’t stand it; I have to rewrite the whole page. Yesterday, I was negotiating with someone who didn’t have a lot of money. I could have gotten a job to just rearrange copy and insert keywords … but I couldn’t face doing a half-baked job and then having someone say Katherine helped us with that!

  3. Guru Source says:

    Great stuff, Heather! What is your preference – hire a content marketing strategist Or train the team in SEO copywriting best practices..? Which is cheaper,more efficient & productive ??


Trackbacks & Pingbacks

  1. […] answer is “Yes,” than do it. Don’t wait. Take action – even if it’s baby step action – and keep on […]

  2. […] marketing is all about the momentum. As I’ve mentioned in a previous blog post, taking SEO copywriting baby steps – whether than means starting your keyphrase research, planning a section strategy – or […]

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