I recently started using Yoast SEO, one of the leading search engine optimization plug-ins for WordPress. I have to confess it’s making me a better writer. But it’s also validated something I’ve told clients for years: relevance matters more than anything else.
Many of you know that I think SEO has its limits. Still, clients and prospects keep asking about it. So lately I’ve been diving in and learning more about the art.
The proof is in the numbers
A month or two after I had a few super-optimized blogs posted, I did what every good marketing pro should do: I checked my analytics data. I was eager to see how the new posts were performing. To my surprise, my best-performing story since the beginning of the 2016 was something I wrote two and a half years ago.
In fact, nine out of ten of my top-viewed blogs in the last four months were pieces I had written before I started worrying about SEO. Some of them were written this year, but several dated back to the early days of my current website. Many were pieces I haven’t promoted or linked to in a while. And the SEO-optimized one? It ranked tenth on the list.
Relevance trumps everything
When I looked back over the top performers, I started to smile. They didn’t read like they were written for robots. There were no obvious focus keywords, no “optimized” subheads, and no dehumanized corporate-speak.
What they all had in common was relevance. Every one of them dealt with stuff my readers (mostly designers, writers, freelancers and other marketing professional) care deeply about. How to get better clients with less effort. Why it’s okay for you to outsource your own marketing. Five ways to stick to deadlines. And a personal favorite: 13 Traits of a Great Ghostwriter.
The top performers were also pieces I really enjoyed writing. They cover topics my readers and I are passionate about, use personal stories, and they speak in my most authentic voice. I firmly believe relevance, not SEO, is the secret of their success — especially the older ones that have been on my site for 2–3 years. And the numbers back me up.
Now I’m not suggesting you throw SEO out the window. In fact, the content you’re reading now makes every indicator in Yoast SEO light up green.
But I will continue to plant my flag in the sand and champion the cause of writing for humans instead of search engines. SEO can lead people to your content, but it can’t make them read it, like it, or pass it on to their friends. The most important part of the process is still knowing your reader. All the hits in the world won’t do you any good if visitors don’t find content they care about when they arrive.