How can you explain the value of SEO content strategy to a non-technical stakeholder?

Let's ditch the jargon. SEO is about creating high-quality, helpful content written for people, not search engines. An SEO content strategy is about identifying topics people need information about, and creating clear, descriptive, and easy to follow content that answers questions. For businesses, this might be details about your products or services. For blogs & knowledge bases, this might be answering questions that nobody else is answering. Once you identify the topic to write about, an SEO content strategy helps you plan, outline, and create helpful content that is easy for people to read, and adds unique value to the internet. Create unique content that keeps people engaged, and search engines will show you to more and more people.

SEO content strategy boosts visibility in search results, driving targeted traffic to your website. It establishes your brand as an authority in your industry, building trust with your audience. Unlike paid advertising, SEO content provides long-term benefits and a higher ROI. By optimizing content for relevant keywords, you attract qualified leads to your site. It's a cost-effective way to increase organic traffic and achieve business goals.

An SEO content strategy is a systematic plan to create and optimize content for better search engine visibility and audience engagement. It involves keyword research, planning content topics and formats, creating high-quality content, optimizing on-page elements, building backlinks, promoting content, updating and maintaining content, and monitoring performance metrics. This approach helps businesses attract organic traffic, improve rankings, and achieve marketing goals effectively.

Every stakeholder's end goal is to address the need of the customer. An approach designed to match the intent of the customer should be imperative for every business. A robust SEO content strategy can exactly help you do the same. Objective of stakeholders, be it technical or non-technical is to cater to their customer. Once they are convinced that the strategy in place will help them achieve their objective then alignment becomes much easier and streamlined.

Here's how to approach the situation Start with the end goal: Sales, Customers, Sign-ups Do you need people to visit your website for that? Yes How will they find your website? Through SEO And to make SEO work, you need a proper strategy And if the client mentions ads or social media marketing as an alternative, tell them SEO is a one-time investment while ads and social media need constant fueling.

When presenting SEO content strategy results to non-technical stakeholders, focus on easy-to-understand metrics. Highlight traffic growth, improved keyword rankings, increased engagement metrics, and backlink growth. Show how content contributes to conversions and revenue. Use plain language, case studies, and visual aids to illustrate success. Emphasize alignment with business goals to demonstrate the value of the SEO content strategy.

O conteúdo organico gera resultados de forma diferente do conteúdo pago e o "desafio" em avaliar se valeu a pena o investimento é o que faz pessoas terem dúvida sobre investir ou n?o. Ter uma estratégia de SEO contribui para que os resultados sejam mensuráveis. Com isso, é possível identificar o que deu certo e o que n?o deu certo, sabendo o que melhorar a partir da análise do tráfego, taxa de permanência, cliques, convers?es e outras métricas. Para quem produz conteúdo, ter uma estratégia de SEO por trás também tem valor porque contribui para a cria??o de textos melhores e para que a pessoa redatora tenha informa??es dos resultados que ajudou a conquistar.

This point will always be important, and results are not just revenue, but how did you get there? What strategies did you implement? What are the reasons? What did each point influence? And finally, how are your clicks, impressions, CTR, traffic, users?

Even data and metrics can be techy...this won't work. What's the objective of implementing SEO? Show that result... Is it traffic, show the traffic volume attained. Is leads, show the leads achieved. Is it sales, show the conversions achieved. Avoid the complex chats and metrics, just basic numbers and diagrams they can understand. Just go straight to the point with a non techy stakeholder.

The more content added for your specific business, strategically set around your most valuable keywords, improves your SEO ranking. And it results in traffic, clicks, impressions, conversions and revenues.

The content should be unique and written simply to provide information to users. 1. Unique content improves the visibility of website, bringing in organic visitors and boosting online presence. It also offers chances for other websites to link to your website/pages, increasing the authority of the website and raising your total SEO performance. 2. Simple words: Use simple words that users can understand easily. That also helps users to engage with your website and pages.

If you are a skilled SEO Content Strategist, you should also excel in both copywriting and UX writing. Consider your non-technical stakeholders as the users you aim to satisfy. Put yourself in their shoes and create content for them. Freely use metaphors and examples. What seems obvious to you may not be at all obvious to them. The approach of "Explain like I'm 5" always works, too – naturally, while respecting the knowledge your users already possess. Study your persona!

Don't need to use jargons. Once your reader finds your content is understandable, engaging, informative, the search engine understands that the content is giving value to the reader. So, it increases the authority and pulls out and show your content everytime when an user search with the particular keyword that you've used in your content. As the more number of users find the content useful, search engine brings your content to the top of the SERP. Content should be simple Simple to understand Write for your target group not for the algorithm

Using simple and relatable language fosters trust and transparency in the communication process. When stakeholders understand the value of SEO content strategy in terms they can easily comprehend, they are more likely to actively participate in discussions, provide valuable insights, and support decision-making processes. This collaborative approach ensures that everyone involved is on the same page, working towards common objectives, and ultimately driving sustainable growth for the business.

Most of the time, marketers tend to write marketing content, but SEO should be "user-oriented" content. Here is how I explain this to my clients : - The majority of marketing experts speak with a B1 language level. - 62% of French people have a C2 language level => 4/10 users are faced with content that they do not understand. => SEO content is based on the language of users: to avoid "marketing reflexes": Try to put aside your business expertise when proofreading. The goal is to position yourself from the perspective of a user performing a search, not an expert in the field.

In a nutshell, focus on the benefit of an approach, potential gains and solutions it provided to a more complex problem...like reducing cost of advertising as advertising is becoming more difficult...a more narrowed reach instead of brother reach advertising provided which leads to low CR (conversion rate) Just put the hype in what's in it for the business and the stakeholder.

Based on my experience, non-technical stakeholders would rather hear the outcome of your efforts. SEO has approximately 200 factors to look after, and people don't have the luxury of listening meticulously. By simplifying your explanation into key metrics, you're doing them (and yourself) a favor.

Based on my experience, stakeholders tend to have a good understanding of SEO and are interested in innovative strategies that are supported by statistics and data.

When clients ask for business solutions, start by providing a free audit. Explain to them what needs to be done based on the given circumstances and their concerns. If it happens that a recent core update hits their traffic, elaborate on the why of the situation and suggest a how of what needs to be done. In other words, you must acknowledge their problems while providing solutions that are outside of their objective parameters.

When addressing stakeholders' pain points and goals related to SEO, it's crucial to understand their specific needs and objectives. Developing an SEO strategy that creates high-quality content that directly addresses their target audience's search queries can help generate more leads and increase revenue. On the other hand, improving website ranking and increasing organic traffic can boost online visibility and brand awareness. Keeping stakeholders informed about the latest SEO trends, best practices, and algorithm updates by providing regular reports and data insights can help them make informed decisions about future SEO investments, helping them achieve their desired outcomes and drive long-term growth for their business.

It is important to note that SEO content strategy involves more than just optimizing for search engines. It also involves creating valuable content that resonates with the target audience, which can establish the business as a thought leader and build customer trust and credibility.

Non-technical stakeholders often ask this question: can we expect X time for the results? A common rule of thumb is that results take at least 3-6 months. However, because we don't hold the key to the algorithm, we cannot provide precise numbers. Because of this, I have been telling my clients (and fellow SEOs) not to expect achievable results within X time. There's a better way to make a statement without sounding fraudulent or reluctant: Please take note that SEO may take 3-6 months to feel the results of our hard work. However, I won't claim nor promise you [results] because [search engine] often changes their criteria and policies on what constitutes rank-worthy websites.