SEO & Content Strategy: Wordz To Your Mother

Matt Geraghty   July 17, 2009


Brothers from another mother, SEO and CS. (image via Matt Moore)

Launching a web campaign for a cutting edge product supported with new promotions, video, customer testimonials and content?Looking to increase new visitors, create buzz and inspire new sales?

You’d be making a big mistake if you don’t enlist both the expertise of a Content Strategist and an SEO (Search Engine Optimization) specialist.

Content Strategists and SEO specialists aren’t necessarily cousins, but more like Siamese twins surgically separated at birth.At its best SEO is handled by a SEO expert, CS by a CS expert, but there is a common familial bond.We’re both concerned with language and up-to-the-minute data on how people are talking about a subject.

It’s more than just making sure you have your SEO tags in place.Here are some of the benefits that come out of a close collaboration between CS and SEO.

  • A clear picture of what is happening in the search space for that industry.Know the content and search trends.Know what topics and specific content themes people are looking for and tailor the content accordingly.
  • Insight into how the content categories should be structured to optimize its’ position within the search engines.
  • A view of how to balance SEO insights with other brand and message goals.
  • Insight into upcoming trends so that the editorial schedule can be aligned with search topics on the rise.

Marrying the SEO insights with existing content planning, positions us to tell a more relevant story, and helps us structure more effective content campaigns and drive the right audience to the content they are seeking.


2 Responses

  1. […] The keen interest in content strategy and SEO led me to start a blog post on the topic. Thanks to the good folks at Razorfish and the Scatter / Gather blog, I don’t have to finish it. If you’re wondering how the worlds of SEO and content strategy relate, read SEO & Content Strategy: Wordz to Your Mother. […]

  2. Gabe Gayhart says:

    Im lovin the title — makes me wanna strike a 1980’s rapper’s delight pose with a gold chain around my neck that say SEO. 5 finger reng that spealls S-e-r-c-h.

    Seriously, Seo’s sigh relief when we have a content strategist on our team – often times we are mistaken to be a responsible for content as well since we are optimizing it.

    so yes blood is thicker than water :) Keep it real – im outtie 5,000 –

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Scatter/Gather is a blog about the intersection of content strategy, pop culture and human behavior. Contributors are all practicing Content Strategists at the offices of Razorfish, an international digital design agency.

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