‘But Danny, it’s just not relevant enough to our business!’
This was the pain of my existence working as a freelancer, trying to come up with content ideas that would get links.
Over the years, since starting in SEO in 2006, this has never gone away.
Let’s be honest.
If you were not buying links in 2006, then you were not a proper SEO.
But even then, we worried about relevancy.
When you bought links, you made sure the content was as relevant as it could be to the site you were linking to.
In-house SEOs generally don’t get much of a voice in our industry. I spent my entire SEO career working from the agency side, years before setting up NeoMam. At the early stages of our agency, most of our work was sold through some of the largest agencies in the UK.
Over the past few years I have seen a large number of skilled practitioners move in-house and I have been very impressed with what they have been able to achieve, compared to what I saw from agencies.
In this post, I have worked with a number of the top in-house SEO’s in our industry to understand some of the benefits of working in-house over choosing an agency.
This week, Mark Schaefer wrote an awesome post about the problem of attempting to measure the effectiveness of content marketing, which is something I am sure many of us in the industry can relate to.
Mark states that content marketing should not be evaluated in the same way as direct advertising and that a far better analogy is that of networking events.
At your first networking event, you might meet a few people but are unlikely to convert any sales. However,over time, you will slowly make more connections, maybe even speak and over the years you start to build powerful relationships that begin to drive leads back to your business.
