Content Strategy vs. SEO Strategy — Bernard Huang // Clearscope

Bernard Huang, Co-Founder of Clearscope, examines content and SEO. There’s no denying that backlinks and page speed are crucial for helping a new website gain visibility on search engines. However, as a website begins to rank for its desired topics, the focus should shift to creating content that would prompt Google to direct users to your website. Today, Bernard discusses content strategy versus SEO strategy.
About the speaker

Bernard Huang

Clearscope

is a little camera shy

Bernard is Co-Founder of Clearscope

Show Notes

  • 02:12
    The differences between content strategy and SEO strategy
    SEO strategy involves three main elements: technical concerns, backlinks, and content. A content strategy focuses on creating and promoting high-quality content while disregarding technical SEO and backlinks.
  • 05:51
    The role of technical SEO and content in search engine optimization
    Modern CMS platforms and Google's improved crawling and indexing capabilities mean that most websites dont need to worry about technical SEO considerations. Once a website starts ranking in search results, the focus should shift to creating high-quality content.
  • 09:09
    The shift from keyword
    Google's search algorithm has moved towards a topic-centric model, where the search results page is organized around a cluster of related topics. So, understanding search intent is important for creating effective content and campaigns.
  • 11:43
    Common mistakes when developing an SEO strategy
    Many people make the mistake of targeting keywords and relying on monthly search volume, rather than considering the size of the opportunity and the angles for a topic. In addition, overdependence on technical factors can distract from serving the user the most helpful answer.
  • 14:32
    Recommendations for enterprise content strategy
    One of the main challenges of SEO in large enterprises is obtaining buy-in and support from other departments. To overcome this, prove the value of SEO through the resource center or blog to advocate for wider implementation of SEO strategies.

Quotes

  • "At a very high level, SEO can be split into three distinct parts. You have your technical concerns, backlinks, and content." -Bernard Huang, Co-Founder, Clearscope

  • "Modern content management systems will typically come equipped with basic search engine optimization considerations. So, SEO needs are already taken care of out of the box." -Bernard Huang, Co-Founder, Clearscope

  • "Once you start ranking in search for some of the topics that you want to go after, you're done, with technical SEO and backlinks. Now, you're just playing the content game." -Bernard Huang, Co-Founder, Clearscope

  • "Content is the end reason why Google would send a user to your site, not because it loads really quickly, but because it has the answer that the user is looking for." -Bernard Huang, Co-Founder, Clearscope

  • "SEOs really need to be content strategists if they are going to be pushing the boundaries of SEO growth for their business moving forward." -Bernard Huang, Co-Founder, Clearscope

  • "Google's search algorithm is no longer keyword centric. it's moving towards a topic-centric model." -Bernard Huang, Co-Founder, Clearscope

  • "Shortening your title tag from 78 characters to 62 characters can help your SEO. But ultimately, Google wants to give you traffic because you're serving the user the most helpful answer." -Bernard Huang, Co-Founder, Clearscope

  • "When it comes to multi-stakeholder, large enterprise SEO, a lot of it becomes project management. The problem that a lot of SEOs face at the enterprise level is buy-in." -Bernard Huang, Co-Founder, Clearscope

About the speaker

Bernard Huang

Clearscope

is a little camera shy

Bernard is Co-Founder of Clearscope

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