Over the past few years, there’s been a tremendous focus on content creation in the search and overall digital marketing world. Once you get past the hype, there are plenty of well documented case studies showing the ROI of a content marketing approach.
Unfortunately, content marketing campaigns are often guilty of paying little more than cursory attention to the optimization of digital assets for search. There might be a “keywords” or “SEO” check box on a task list, but it’s not anything that takes full advantage of search based discovery. The content might be engaging and inspire action, but good luck finding it on a search engine.
Why is this? It can be a mix of factors ranging from the ambiguity of SEO cause and effect to prioritizing tactics according to the ability to implement and understand how to measure their impact.