Jono Alderson — Engineers vs Marketers: Technical SEO vs Content Optimization

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The document discusses the differences and relationships between technical SEO and content optimization. It notes that both sides are trying to achieve winning at SEO by providing the best resources for a specific audience and their problems. There is a blurring of boundaries between the two approaches. Issues that can cause conflict include budget allocation, responsibility for quality, and whether work is done in-house or outsourced. The discussion focuses on balancing and integrating both approaches going forward.

Marketing

@jonoalderson
Engineers vs Marketers
Technical SEO vs Content Optimization

@jonoalderson
Technical
SEO
Content
Optimization
Links /
Authority

@jonoalderson
vsTechnical
SEO
Content
Optimization

@jonoalderson
Technical
SEO
Content
optimizationvs

@jonoalderson
Which side should you pick?
What should you prioritise?
How do you know?
What about tomorrow?

@jonoalderson
Q: What is each ‘side’
trying to achieve?

@jonoalderson
+Technical
SEO
Content
optimization

@jonoalderson
“Provide the best resource, for a
speciﬁc audience, for their speciﬁc
problem(s).”

@jonoalderson
Q: What are the boundaries?

@jonoalderson
Write some
words
Make some
tweaks

@jonoalderson
Write some
words
Make some
tweaks
The good
stuff

@jonoalderson
● The increasing quality of
website tech

@jonoalderson
● The increasing quality of
publishing tools

@jonoalderson
● More focus on the quality of
“the thing”

@jonoalderson
● The growth of structured data as a
(primary) communication medium

@jonoalderson
● Automatically generated
content

@jonoalderson
● Technical perfection
out-of-the-box

@jonoalderson
Q: Can we change
the terminology?

@jonoalderson
Q: Where is there conﬂict?

@jonoalderson
● Where does budget come
from?

@jonoalderson
● How do you stop things from
breaking or degrading?

@jonoalderson
● What’s the role of in-house
resource vs agencies /
outsourcing?

@jonoalderson
● What tools can you use to
benchmark myself or
competitors?

@jonoalderson
● Where should we be
focusing our professional
development?

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