The Importance of Diversification in SEO Strategy
Whether it’s the release of a new black and white animal, an introduction to a stranger named “Fred”, or the rare advice to E-A-T more, SEO changes and evolves quickly.
Therefore, it’s important to diversify and not keep all your optimization eggs in one basket – there’s a good chance that basket is one algorithmic update away from being vaporized.
Relying on a singular strategy is dangerous because that strategy can quickly become obsolete, but it’s also dicey because you run the risk of over-optimizing.
Over-optimization of a specific tactic can signal manipulation to search engines, which can result in devaluations or even manual penalties.
Overuse of a specific link anchor text is a prime example of how you can run into trouble with over-saturation; a natural anchor text distribution features a diverse range of anchor texts.
However, the importance of diversification within SEO extends far beyond anchor text.
Here are some ways you can diversify your SEO efforts to earn visibility and organic traffic.
Diversifying Content Strategies
Content plays an integral role in SEO success, and it’s also an area where diversification is needed most.
Diversity within content starts with the audience – you need to diversify your content to reach all of your audience.
If you only focus on the people who are ready to buy from you, you’re going to miss a significant portion of your audience.
You need to create content that serves all stages of your marketing funnel, not just the bottom.
Your audience has different intents during different stages, and your content needs to match that specific intent to show up in relevant search results.
For example, some of the different types of content you should create to address your entire funnel include:
Top of the Funnel
Middle of the Funnel
- In-depth resources or guides
Bottom of the Funnel
- Case studies
- Testimonials and referrals
- Vendor comparisons
- Product demos
These are some examples of types of content…
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