We had a bad client call last week.
The client is a sexy DTC start-up. They had asked us to put together an editorial strategy to improve their ability to target potential customers via SEO, but when we presented our recommendations which were primarily focused on high-intent-to-purchase queries, the CEO’s first question was “Why can’t we make sexy content like Goop, Away Travel, Food52 and Casper?”
Instead of targeting things you would ask before you bought the product, he wanted more “interesting” content that people would bond with. For example, if we were targeting people in the market for laptops, we wanted to target “what is a good laptop for everyday use?” and he wanted to target “best coffee shops in West Hollywood to work from,” with the idea that the person doing that search is their target customer and they would appreciate the brand’s POV on where they should hang out.
There’s nothing inherently wrong with his approach. It’s just a much longer, indirect play that targets a broad audience, most of which will likely not be in the market for his product any time soon. This is the kind of strategy Mercedes employs when it starts marketing to children so that when they grow up and have cash, they’ll subconsciously desire their cars. But it definitely helps to be Mercedes. And it definitely helps that Mercedes has money to burn.
But IMO this is not a great SEO strategy to get results…