Who hates CONTENT SEO and WHY?!
Lucky you, getting TWO emails from me this week!
So what's the special occasion?
After my last email about the CONTENT, I got an email from Alex in Dubai.
He said, and I quote: "sounds legit but you didn't really address the issue about why people hate content so much".
Fair point Alex.
Here's some of the reasons why people hate being told "you need more content":
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They've heard this all before (content is king, etc)
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They think content is 'simple' and therefore, don't want to pay for it.
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They know content requires serious work and don't want to do the work or pay someone to do the work.
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They're impatient and don't want to wait for content to deliver results.
Whatever it may be, it doesn't make the need for content any less important.
I mean, you could easiy whip up quick blog posts on a whim and it could do the job but it's just a bandaid fix.
You need structure with the content process. You have to be strategic.
Let's use a tree removal business as an example.
I wanted to focus on education. Educate people about trees. But not just the usual stuff.
I wanted to make people want the services of my client.
And one such way is to show them potential threats and how my client help eradicate them.
In this case, I asked my client (who is a very experienced tree removalist and arborist) to give me the lowdown on 10 trees that are:
- safety hazards
- invasive and destructive (to property and the local ecosystem)
- generally a big ol' pain in the derriere.
We broke it down into 2 parts (5 trees a piece) with pictures taken by my client.
He did the write up and I tidied it up and made it all pretty for the internets.
A key selling point was that this was localised to Brisbane (my hometown). This makes the content a lot more relevant and localised.
The end result was that this content outranks everyone for anything related to:
- weedy
- noxious
- invasive
- worst
trees in Brisbane.
I just checked and they're still outranking the competition (phew!).
Now this is evergreen content because it never gets old and is perpetually relevant.
My goal was to build content that would get traffic all year round and be a lead generator for my client.
One issue I did have was getting my client to find time for this.
This is the case for lots of businesses where the client is the expert and is too busy working IN their business but can't find time to work ON their business.
Sometimes you can do your own research and write content for your content and get them to vet it for accuracy.
But some people get really precious abou their craft and chuck it all out. I've had mixed results.
This is why you should talk about this as early on as possible and come to an arrangement (whether you're the client or the SEO consultant).
Content matters more than you realise.
Invest in it and play the long game.
And you'll be stacking bars for days.
You know it makes sense.
Peace, Jaaved
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