Your client wants to focus on SEO, but how can you ensure your content strategy stays authentic?

Realmente não é somente inserir keywords, a chamada keyword stuff, é o que mais vemos por aí e isso atrapalha completamente a experiência do usuário. Por isso, o planejamento de conteúdo deve andar de mãos dadas com a análise de dados. Utilizo Semrush para investigar quais palavras-chave orgânicas estão apontando para os conteúdos bem posicionados. Depois comparamos com os interesses das personas e com as tendências do mercado. Por fim, selecionamos as melhores keywords que são relevantes para os temas escolhidos.

SEO works best when you put people first. Write content that answers your audience's questions and keeps them interested. Use keywords naturally, so they fit smoothly into what you're saying. Good stories and real solutions always connect better with readers than stuff that's just made to rank higher. When your content feels genuine and helpful, it's more likely to get shared and linked, which helps your SEO in the long run.

Keywords in SEO are like keys to finding what you need online. Use them smartly, like tags on social media. Select keywords that are relevant to your content and audience. For instance, if writing about "home gardening tips," use terms like "beginner gardening advice" or "urban gardening tips.

Search engines reward valuable, informative content. However, don't sacrifice authenticity for higher rankings. Create content that genuinely addresses your audience's needs while incorporating relevant keywords naturally. High-quality content that provides real value will attract both search engines and loyal readers.

I don´t think that SEO and viral content aspects stand in opposition to each other. The right balance is key. My agency has a 70-20-10 rule. We produce 70 % fundamental SEO content, which is needed for better rankings. 20 % transactional content that adresses features, problems and everything in between for the audience and 10 % viral ideas that deal with trends, mythbusting, expert roundups and so on. And every single piece can be unique. You just need to know your persona and weave them into the content.

Maintaining a consistent brand voice is paramount for authenticity. It should resonate through all content, regardless of SEO needs. This voice builds rapport with your audience and distinguishes you from competitors. When optimizing for SEO, ensure this voice remains intact. This approach not only boosts visibility but also reinforces brand identity. Let SEO enhance, not overshadow, your brand's authentic voice and connection with your audience.

Your brand's voice is its personality. Ensure your content reflects this voice consistently, even when optimizing for SEO. Authenticity shines through in genuine writing that connects with your audience on a personal level. By keeping your brand's personality intact, you'll build trust and loyalty, even as you climb the search rankings.

Exatamente por conta das constantes mudanças de algoritmo e do surgimento de tendências é que se torna imprescindível ter um profissional especialista em SEO nas empresas. O processo de análise e de construção de estratégias são delicados e precisam estar alinhados aos principais objetivos da empresa.