Oscar Wilde once famously warned that “imitation is the sincerest form of flattery that mediocrity can pay to greatness”. Unfortunately, many SEO experts don’t always have this in mind when developing new content.
My moment of clarity on this arrived recently after attending an amazing conference called Content Marketing World. Thematically, many of the seminars focused on creative greatness: how we define greatness, how we achieve greatness, etc. Innovative ideas and case studies were presented from graphic designers, social media gurus, data specialists and more. My biggest takeaway was that with 2020 right around the corner, our aim should be to make our web experiences more interactive, dynamic and unique. There simply isn’t room to drive meaningful business results with subpar content.
At the conference, I chatted with many SEO vendors, who will remain nameless, that felt out of place in this regard. What they pitched felt more like obstacles to greatness, not a path toward it. Sadly, the underlying premise of their ideas isn’t new. If you’ve found SEO to be a frustrating enterprise, there’s a good chance you’ve been pitched similarly bad advice.
Let’s debunk some of these mediocre concepts so you never end up sacrificing what could be your next great piece of content.