CONTENT IS KING FOR SEO ON GOOGLE : IS IT THAT SIMPLE ?
SEO Conspiracy S01E11
Since I started SEO in 2003 and became an SEO Consultant the following year, I heard that Content Is King.
Supposedly, build a website for the user and the rest will follow, they say.
Well, it’s kinda true, but there is a lot more it than simply publish any content, then wait for results to come.
Flip a coin and you will know if this strategy might work.
In fact, we don’t know everything that’s going in Google algorithms.
Maybe we just know enough to get results, and I am very proud of being the first to start the trend about Semantic Search.
Let’s end the myth of SEO as a magic trick performed by nerds.
My background is marketing and branding, going back to the early 90's in NYC, USA.
Watch the video:
The Myth: “Just Create Great Content, and They Will Come”
From the early days of SEO, Google has echoed the mantra: “Make a website for users, and the rest will follow.” But is it that simple?
Dixon begins with a great example: “If you’re writing about how to tie a bow tie, the answer isn’t complicated. Yet, dozens of sites compete for the same query. Which content is better becomes subjective, especially when Google pulls the answer directly into its own results via how-to schema.”
The reality? Writing good content isn’t enough. If nobody sees it, your efforts are wasted. Promotion and strategic distribution are just as important.
Why “Build It, and They Will Come” Doesn’t Work
Even the best content needs visibility. To illustrate, consider the stories of Picasso and Cocteau—brilliant artists whose fame was as much about their network and marketing as their talent. Dixon adds: “It’s all about who’s talking about you. Without links, mentions, and promotion, even the most exceptional content can go unnoticed.”
For those of us not in the top 1%, content creation must be accompanied by:
- Strategic Promotion: Share your content across platforms, leveraging both organic and paid methods.
- Consistent Distribution: Publish your content at the right time, tailored to your audience’s habits.
- Building Authority: Create a network of trust through backlinks and collaborations.
Content in the Context of SEO’s Triptych
SEO can be broken into three pillars:
- Technical SEO: Ensuring your site is fast, crawlable, and well-structured.
- Content: The core message that meets user intent and provides value.
- Popularity (Links): The promotion and reputation-building that give your content the authority to rank.
Dixon explains: “Think of these three as a triptych. The technical and popularity components exist to support and elevate the content.”
The Role of Semantics in Content Strength
Today, content isn’t just about keywords; it’s about context. Google’s algorithms evaluate the semantic relationships between topics. For instance:
- A blog about UK politics should naturally mention the Prime Minister, key policies, and current events.
- Content should reflect its topical universe, connecting the dots to related entities and themes.
Dixon shares: “When I launched InLinks, I spent months building content around semantic search to position myself as an authority in the space. It wasn’t luck; it was strategic branding.”
Beyond Content: The Full Content Marketing Strategy
Creating great content is just step one. To maximize its impact, you need:
- Creation: Produce text, video, audio, and images on the same topic to reach different audiences.
- Distribution: Time your content’s release strategically across various platforms.
- Promotion: Use organic outreach, ads, and influencer collaborations to amplify reach.
- Analytics: Measure performance, refine your strategy, and repeat.
Why UX Matters for Content Success
French SEOs are renowned for their technical prowess, but as Dixon notes, “Sometimes the UX falls short. Even the best content won’t perform if users can’t navigate your site easily.”
Content alone isn’t enough. A seamless user experience, combined with strong promotion and technical SEO, ensures success.
Is Content Really King?
Content is vital, but it’s not an island. Without technical excellence and promotional efforts, even the best content won’t shine.
