Pros and Cons of Tangential SEO

SEO (Search Engine Optimization) is a common skill requested in job descriptions for digital marketing, content creation, and web development positions. It is a must have skill when budgets are tight. The term "SEO knowledge" or "basic understanding of SEO principles" is often mentioned in a certain percentage of job descriptions, particularly for roles related to digital marketing, content creation, web development, or e-commerce. Soon there will be more terms that define the niches of SEO such as tangential SEO.

"Tangential SEO" is not a widely recognized term in the field. It refers to the practice of optimizing a website or content to rank for keywords or topics related but not directly related to the main business or industry. It involves creating content and targeting keywords that are tangentially related to the company's core focus. This approach aims to attract a broader audience by targeting tangentially related search queries. However, search engines may not always consider such optimization as relevant to user intent, and it can negatively impact SEO in the long run.

While the navigational content builds trust and rapport for a certain informed and eager audience, it may not foster “top of the funnel” awareness and improve the way people see the brands. There are some brands that are fortunate enough not to need tangential content. And there are those that can go without the tangential SEO.

If the brand has multi-portfolio offerings and in the journey to feature multiple publishers with enthusiastic readerships covering their services and products, they could take advantage of this SEO strategy.

Pros of Tangential SEO for B2B content and copywriters:

1. Targeting tangential keywords allows B2B websites to appear in a broader range of search results, reaching a wider audience and driving more traffic.
2. By targeting different keywords, B2B content writers can diversify, expand their reach and potentially attract new leads that may not have discovered the business otherwise.
3. Tangential content allows B2B companies to position themselves as thought leaders in related topics while demonstrating expertise beyond their core portfolio offering.?
4. Brand visibility and familiarity could improve among a wider audience, expanding brand recognition in the market and on online channels.

Cons of Tangential SEO for B2B content and copywriters:

1. Diluted messaging: Tangential content might not directly address the business's core offerings, which can lead to a dilution of messaging and confusion among potential customers.
2. Lower conversion rates: While tangential SEO can drive more traffic to a website, it may result in lower conversion rates as the content might not align with the direct target audience's needs or intent.
3. Resource-intensive approach: Creating high-quality content for a broader range of topics requires additional resources and time commitment, which may strain the capacity of B2B content and copywriters. This can however be done faster by a company approved/paid AI tool.?
4. Lack of relevance: Targeting tangential keywords may attract visitors who are interested in the related topics but not necessarily in the core business offerings, resulting in less qualified leads and lower overall ROI.

Examples of tangential SEO could include:

1. An e-commerce website for outdoor equipment optimizing for tangential keywords like camping destinations or travel guides to broaden their reach.
2. A staffing website targeting keywords like work-from-home set ups, future of work trends, work-life balance strategies, exercise routines to improve search rankings.
3. A tech website targeting keywords like productivity tools or app reviews to connect with a larger audience interested in technology.

While it is not recommended to solely rely on tangential SEO, some websites may still use this approach to generate traffic from broader search terms. As search engines primarily emphasize content relevance and user intent, it is generally more effective to focus on optimizing for keywords closely related to the website's main theme.

It is important for B2B content and copywriters to carefully weigh the pros and cons of tangential SEO based on their business goals and target audience to determine if this approach is suitable for their specific situation.