Expressible – SEO and Storytelling: Working in Harmony
http://blog.expressible.com/packet/1208471738594099258286081/seo-andstorytelling-working-in-harmony
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Why SEO and Storytelling Go Hand In Hand
Writing for SEO is writing for algorithms. Storytelling is writing for humans. When
both SEO and storytelling are integral to your content strategy, how can you ensure
your content works for both?
Trying to write content that’s optimized for search engines but also appealing to an
audience is a common pain point for many content marketers. When driving traffic
and sales leads is at the forefront of a brand strategy, does it really matter if your
content lacks quality? Yes. It most certainly matters.
Today’s audience doesn’t do low-quality content. Smart, savvy and already swamped
with awesome content at every click- and swipe-able turn, they’re not going to stick
around for your mishmash of long-tail keywords and “on-site optimization”, especially
when other companies are enticing them with unique brand storytelling.
Luring your target audience with optimized content is one thing, but ensuring they
stick around for more is a whole other story. Let’s look at how brands can
make SEO and storytelling go hand in hand.
Why Storytelling Counts
Web content is no longer solely about SEO but about discovery and conversion.
Recently, Sean Jackson, the resident ‘SEO guy’ at Copyblogger, changed the way
we view SEO by introducing a very apt replacement: OC/DC.
OC/DC, short for Optimizing Content for Discovery and Conversion, has more
relevance to today’s content marketers than SEO, as today’s audience needs more
than just a superficial impression – they need to feel connected with the content
they’re consuming. Instead of telling them what you think they want to hear, be
honest. Honesty in content marketing will inevitably lead to trust, and once you’ve
gained trust, your audience will start coming back for more.
Storytelling is an essential part of human experience and discovery. Whether it’s a
work, family or relationship experience, storytelling is inevitably at the heart of that
experience, which is why storytelling counts in content marketing.
Audience First, Algorithms Second
Along with considering their smart and savvy audience, content marketers also need
to consider the always smart and always savvy nature of Google when writing web
copy. Google has repeatedly made it abundantly clear that, when it comes to content
and rankings, quality is king. As such, brands practicing black hat SEO will always
live in fear of Google’s next big algorithm update because they’re not playing by the
rules.
Don’t get us wrong, we’re not suggesting eliminating your SEO strategy altogether –
we’re suggesting making your audience your first priority and algorithms your
second. SEO best practices should still form part of your SEO strategy, however,
quality content should always be at the heart of it.
May the Fourth Be with You
Volume, variety and value make up the three Vs of content marketing, right? Close.
Veracity is the fourth V that can make or break a content marketing strategy. Veracity
refers to how well your content is received, enjoyed and shared by your audience
and is a top SEO priority where Google is concerned. This is where storytelling
comes into the content marketing mix.
Gaining trust from your audience is a fundamental step in brand recognition as well
as SEO. Using the principles of storytelling, honesty and relevancy will go a long way
towards marketing your brand to your audience. And the more an audience feels
they know you through your content, the more likely they are to want to share it.
Content that is shared and talked about often is the best indication Google needs to
believe that you and your band are relevant. And up the ranks you’ll climb!
SEO and storytelling can work together to benefit your brand as long as one element
takes the lead, and that should be storytelling. The old adage of ‘Don’t call us, we’ll
call you’ has so much relevancy in content marketing today, but remember, it’s not
you, the content marketer who’s saying it, it’s the consumer.