Have you heard this line before?
“Knowledge is knowing a tomato is a fruit. Wisdom is knowing not to put a tomato in a fruit salad.”
I love it.
It’s an important reminder that wisdom is applied knowledge.
In marketing, you need to apply your knowledge. You may know your target audience well.
- You can describe your ideal customer.
- You understand their pain and problems.
- You may know their buying journey.
But, are you applying that knowledge appropriately or making a nasty marketing salad?
In SEO, knowledge is something like knowing how many people search for your product or service.
Wisdom is knowing what to offer the searcher that is incredibly valuable to them, but will also provide an opportunity for your organization.
I call this “The Sweet Spot.”
Finding The Sweet Spot is going to look different for every organization. And every organization has multiple sweets spots.
My Advice: Start building a really comprehensive keyword list in your product/service categories and then study those keywords. Ask questions of them constantly. Write about them. Record videos. And so on.
Care more about the searcher first, and your final will results are more likely to be the results you desire.
But, beware of those pesky keywords that appear like a delicious piece of fruit, but are in fact a tomato in disguise!
It’s easy to find keywords for SEO and then create content that just doesn’t bring in the results you desire.
I call those deceptive keywords…
My favorite SEO/PPC analogy happens to be about gardening. Check it out from the archives of this email.