The Future of Content Success Is Social
The author, Wil Reynolds, discusses the importance of creating content that resonates with people, not just Google's algorithm. He argues that SEO and content work should be rewarded based on people's response to a post, rather than solely on rankings. He suggests rethinking the key performance indicators (KPIs) for successful SEO and content projects.
Reynolds challenges the traditional approach to SEO, which often involves competitive analysis, keyword research, link building, and monitoring of rankings. He argues that winning the algorithm but losing the human connection is a loss, as high ranking content that doesn't improve how searchers feel about the brand or the quality of information provided is an underutilized asset.
He proposes two new approaches to SEO and content using social media. The first involves using ChatGPT as a critic to ensure the content is unique and valuable. The second involves de-prioritizing SEO to improve rankings. He suggests creating content that stands out and provides new information, which could improve rankings and attract more social signals.
Reynolds emphasizes the importance of creating content that gets shared in emails, private groups, and other platforms. He argues that in a world with too much average content, people are looking more than ever for their networks to help them. He believes that the future of content marketing involves combining SEO with experts and interviews to create unique, valuable content that resonates with humans, not just algorithms.
