I find too many manufacturers and industrial distributors basing their entire content marketing strategy with one goal in mind – getting found in Google. In other words, the entire focus is on Search Engine Optimization (SEO).
“What’s wrong with that?” you ask. After all, your content is useless unless people can find your website when they search.
Focusing your content marketing strategy only on SEO or top of the funnel traffic has many drawbacks. If I had to summarize it in one sentence it would be, search engines are not your target, human visitors are.
People won’t automagically convert into qualified leads just because they found your industrial website in Google or other major search engines. That’s why your industrial content marketing strategy must be based on the entire sales funnel and not just ToFU (Top of Funnel) activities. Traffic by itself means zilch if you can’t convert it into opportunities.
Technical SEO vs content SEO
Right or wrong, SEO has an aura of mystery about it. This in turn turns off many site owners and marketers. While it is true there are certain aspects of SEO that are technical, it is only a small part of optimizing content.
Thanks to the recent algorithm updates by Google, current best practices in organic SEO go far beyond keyword matching, Meta tags and keyword density. The new Google is smart enough to understand and interpret search intent.