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Mistake #4: Ignoring Content Relevance
I believe there are two big flaws in online marketing:
Marketers think people are dumb.
Marketers think search engines are dumb.
Advertising legend George Lois once said, “If you think people are dumb, you’ll spend a lifetime doing dumb work.”
And he was right.
People aren’t stupid. They’re clever and brilliant. They want to be sold to and discover products in creative ways.
But most of all — and what makes them smart — is that they want trust. They want to know that they’re spending money with someone worthwhile.
So if the content you’re creating to rank isn’t relevant, they’re going to see right through you. They won’t trust you. And, they’ll bounce quicker than my niece on a trampoline.
If you think search engines are dumb, then you, my friend, are in the wrong game.
In the same way that people want relevant, trustworthy content, so do search engines. In fact, it’s what the boffins (techies) at Google are crying out for. Because, as you’ve just read, it’s what the people want.
So just creating SEO content for the sake of creating SEO content isn’t good enough anymore.
But what makes relevant content?
It fits the topic of the site you’re writing for.
It adds value to the end reader.
It fits any (and all) keywords you’re using.
It makes sense for any backlinks to point to it.
It contributes to the overall quality of the site.
If your content isn’t doing any of those things, then it isn’t relevant.
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