Archive for May, 2013
Like the fine art of weaving, developing and managing an SEO and Content optimization strategy requires skills women seem to possess innately: intuition, patience, focus, detail, multitasking, tenacity, and not to mention our enduring need for checklists; tangible and otherwise. We’ve known men who were amazing at content optimization, but let’s face it, for women, these innate abilities prepare you to hang with it, attending to every detail over a
long period of time, and there’s no better man to get the
job done than a woman.
It has been said that a woman’s mind is like a browser with 3,742 windows open. We think about what our kids need, our partners, the C-Suite, our husbands, our Web developers, our friends, our parents,
our partners’ parents, the five organizations we’ve joined, our kids teacher, and, eventually, personal and professional goals–our brains are stuffed with moment by moment time, quality, and cost concerns. Every content optimization project has balls in the
air all the time and women tend to juggle each one well because we’re seasoned multitaskers.
Process, Content Creation, Creative and Practical: The rule about content
is that it must be written well enough that people want to read and share it which means that it is consistent, targeted, have the right keywords for the intended audience, and get Search and Social traffic continuously
up. But if content is a dry, pointless piece of writing anchored by keywords, it won’t convert anyone who sees it. The creation of a
content optimization process must be managed and managed well. Yes, content must be both engaging and creative as well
as anchored by data but before ever getting to the optimization part, it takes the understanding and management of C-Suite expectations, collaborators, and schedules that must be met time after time; in that realm, women are especially good at making sure that those balls in the air don’t drop too often. But if they do, they can pick them up gracefully and get them back up.
Keywords, Personas, Empathy and Intuition: To even begin to understand what keywords your audience is going to use to find you, one has to begin by getting inside the customers’ head. What words might they use to find your goods and services? What peripheral terms might they come up with? What are their felt needs? What Social channels are they on? Who does that better than women who are constantly having to read those around them, intuit and quantify the needs of people who struggle to communicate them and perceive what isn’t spoken? Then, of course, we test with data, to find out if we’re right.
Optimization, Attention to Detail, Multitasking: Many studies have demonstrated that, when it comes to cognitive skills, women are generally more
detail oriented than men. Content optimization comprises a LOT of details. Each time a woman approaches a content optimization task she asks herself, “did I understand the audience motivations and triggers, have I found good keywords and placed them strategically– carefully, in all the right places within the content, headlines, meta descriptions; did I create only certain types of links; add alt text; push out and schedule to Social media”…. There’s more. Lots more… but each time she approaches the task, she gets it done and off the checklist, until next time.
Whether it’s actual neurological differences between the sexes or re-enforcing gender stereotypes as described by Dr. Lise Eliot in her book, “pink brain blue brain - How Small Differences Grow into Troublesome Gaps - and What We Can Do About It”, creating a strong content optimization process, managing people and schedules, optimizing, testing, breaking, fixing, and retesting content over and over again, while managing a team and a long checklist of tasks…as women, we’re really good at handling all that.