Dan Ouellette's

The searcher consumes content for a variety of reasons and based on behavioral search trends wants it fast and certainly comprehensive. The demands of the search audience for relevant content essentially obligates the Search professional satisfy this request. So this begs a question - is satisfying the consumer demand for content based on tactics or strategy?

Let me explain.

As a Search professional I would initiate content creation by researching relevant keywords to searchers queries. This methodology, in my opinion, is more tactically based. Lately however, as I began thinking of content adjacencies vs. simply the creation of content to outrank the competition. By considering neighboring content we allow for further content expansion that doesn't fall into the traditional keyword silo. So if your client sold teeth whitening trays the keyword themes might be - teeth whitening, how to whiten teeth, white teeth, etc...Adjacent themes might be related to weddings for example - wedding preparation, wedding tips. This method becomes more strategic and potentially supplies a demand outside your keyword silo.

As we know satisfying the search engines as well as searchers can be demanding but a well developed content strategy can lead to relevance for all.

Thanks to Meredith McPherron for the inspiration