I get the keyword and outline

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Just look at how Kiran Shahid, a freelance B2B content writer, gets assigned work: “Established brands often give writers minimal room for creativity. Very rarely do I get the chance to create outlines – most of the time  and it’s a ‘fill-in-the-blanks’ approach.” The fill-in-the-blanks strategy is frequently excused away with SEO, as we fixate on what has already ranked for a given keyword. We turn to AI-powered content planning tools, turning a writer’s unique perspective into “another re-hashed post made to tick off keyword lists and word count goals,” as Paul Woodland once wrote on my agency’s blog.

This is above and beyond SEO indicators” shouldn’t be the DB to Data standard by which we measure creativity, original thought, or value delivered to our prospective customers. Yet, that’s how we justify our short-sightedness: Shahid shared this screenshot of a real email that she received from one of her clients. Shahid shared this screenshot of a real email that she received from one of her clients. How well do you think this cookie-cutter approach will actually serve you now that the helpful content update has fully rolled out? Google is going to incentivize unique, high-quality, and expert pieces.



Not garbage that was Frankenstein-ed from competitor articles already ranking on SERPs. If we want our SEO work to deliver real business impact, we must take risks. “There is so much noise in every channel, creativity makes sure your brand and product actually get noticed,” Marcotullio said. Remember: making your site rank well on search is a means to an end, not an end in and of itself. We increase visibility with SEO to help our businesses with overall financial objectives. And acting like everyone else won’t help us stand out from the crowd.