Creating Value Not Just SEO Content
Want to know the absolute worst phrase in marketing?
It’s “SEO content.”
Far too many people think of content as a commodity: something predictably produced completely separated from the potential value it creates for end users.
Content without value is spam.
If you want to rank—if you really want to rank—you need to understand this question:
How is your content better than the content that currently ranks for your keyword?
Because if your content doesn’t satisfy the user in a superior way to content that already exists, why would Google rank you higher?
Starting with your keyword theme, ask first how you can create value.
Value takes many forms. While Google provides clues and guidelines about how they evaluate content, it typically includes a mix of utility, trust, authority, and user experience. In short, you want your website to be the one that most completely satisfies the user for their given keyword.
Making your content the absolute best not only helps satisfy your users, but it also helps build links, improves user engagement, and protects against future algorithmic changes.
How do we create value? We begin by figuring out intent.