This week’s quote comes from the article “7 Deadly Sins of Startup SEO Content Marketing” on notion.so. It’s a true statement that I see with a lot of clients.

The issue with this is the plan then gets in the way of the strategy. Teams often become so focused on creating 2 blogs a week and 3 social posts a day just to be there that they forget to map that content back to the business goals.

I’m working with a rehab center on content and SEO. They fell into this trap with their last SEO vendor. They have produced a ton of content that ranks well and gets clicks on their blog. The content focuses on celebrities who have gone to rehab. The thing that is missing is that the content isn’t created to get more people to come to their facility, it’s meant to get clicks from people who want to know about Rob Lowe’s (or other celebrities) past.

These blog posts have a high bounce rate (above 95%). They are all first-time visitors. Yes, they rank high, yes they get a lot of clicks, but the intent of the people reading the posts is rarely to go to rehab themselves.

It can be difficult when you’re in the weeds to take a step back and look at the big picture, but it is important.

I came across the article I mentioned in this post in the Indie Letters newsletter. This is a great bi-weekly marketing newsletter I subscribe to. If you’d like to get on the list you can signup here.