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Search Engine Optimization and Online Research: A Perfect Partnership

Two Experts
Search engine optimization (SEO) is a process of optimizing a website or blog post to increase its visibility for relevant searches in search engine result pages (SERPs). When creating content optimized for search engines and engaging for readers, it’s essential to do the research upfront.
Sometimes there is a gap between the keyword recommendations my clients receive from their agency vs. the content I provide. Additionally, some organizations may be reluctant to embrace change, and bringing in an outside researcher may cause an uncomfortable or unwelcome shift in the status quo.
An external researcher can bring a fresh perspective and unbiased analysis of the content an organization might publish. These are the dots we connect that can make the content unique.
By creating links between pieces of information, patterns and trends are identified to help make decisions or gain insights.
I wanted to provide them with optimized content they could use without changing. It can be a complex process when two oppositional teams work together for the first time. Through open dialogue, teams can begin to understand each other’s perspectives and work together to develop a plan of action.
The process wasn’t without hurdles; It was clear that the agency had not previously worked with someone with my understanding and skill set. But the final article written by my team with Input from the marketing agency was stellar.
It included evidence and examples from reliable sources, such as studies, case studies, and primary sources. It also included a list of references for further reading.
How Finding Common Ground Lead to a Positive Outcome
I sometimes felt tension whenever I commented to SEO specialists from a professional researcher’s point of view.
As content creators, we need to understand the underline search intent in detail, the assets that rank, and how they are created. We can’t compete if we don’t know this (it’s like throwing spaghetti at a wall and hoping we channel Van Gogh).
A competitor analysis is needed to explain who ranks for this search term in the top 5.
What are their strengths and weaknesses that we can capitalize on?
Still, there should be enough information to create an excellent content asset satisfying search intent, precisely the level needed to compete, without any question at all.