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March 6, 2012

Your SEO Content – It’s Never Too Late to Breathe and Reboot — A SPN Exclusive Article

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What I’m about to confess is going to sound awfully girly –

– But one of my favorite quotes comes from an episode of “Sex and the City.”

Specifically, it’s the episode where Carrie has relationship woes with her boyfriend du jour. I know, I know, that happened in every episode! But this episode was unique because Carrie’s computer crashed. Towards the end – once her computer was fixed and her relationship was back on track – she said, “The best we can do is breathe and reboot.”

Great double entendre, huh?

You never know when you’re going to have to take a deep breath and reboot – whether it’s your computer, your love life, or your business. In fact, if you’ve been in business long enough, there have probably been countless times when you’ve had to breathe and reboot – in the form of a new strategy, a new obstacle, or a new goal.

It’s nothing to be ashamed of; rather, it’s a badge of honor. That’s because the businesses that can successfully breathe and reboot have a much better chance of surviving and thriving over the long haul. Sometimes, it’s blatantly obvious when you need to breathe and reboot. Other times, it’s not so clear.

If your SEO content isn’t generating the results you want, breathing and rebooting is the only way to recover. Luckily, it’s never too late to do it.

Sure, that subpar SEO article you published or that boring blog post you posted is out there forever. You might be able to delete it from your own site if it’s really bad, but with the way things spread across the world wide web, you’re never going to be able to completely purge it from the universe.

The best you can do is breathe and reboot.

No matter how long you’ve been in business or how many pieces of SEO content you’ve published, it’s never too late to revamp your strategy. Sure, some potential customers may be lost forever thanks to your past shoddy SEO content, but that’s the great thing about the web – there are millions of people to attract, impress, and do business with. New ones will come along; it’s up to you to attract and impress them.

So, how do you know if it’s time to breathe and reboot?

Think about your current SEO content writing strategy. Is it squarely-focused on providing interesting, informative answers and solutions for your target audience? If it’s not, you’re completely missing the point of publishing SEO content in the first place! Remember, people head to the world wide web to get helpful information. If you’re not giving it to them, how can you ever expect them to take you seriously and spend their hard-earned money on your products and services?

Even if you think your current SEO content writing strategy is “good enough,” it may be capable of so much more. If you’re doing any of these things, it’s time for you to breathe and reboot:

– Looking like a “wannabe,” instead of a “somebody”

Online, your reputation is everything. The SEO content you publish, determines how people think of you, so take an honest look at it – from a reader’s perspective. If it’s well-written, provides legitimate facts and figures, evokes emotion in your readers, and makes them WANT to keep reading, then your SEO content is showing people that you’re a knowledgeable expert, who’s chock full of great solutions.

But if your SEO content does things like providing fluff instead of facts, contains spelling and grammar errors, or just isn’t all that interesting, it’s telling people that you’re a corner-cutter – and no one likes to do business with a corner-cutter. After all, if you’re cutting corners in your SEO content, where else are you cutting corners? Will your products miss the mark? Will your services fall below expectations? When people have to ask questions like these, you’re never going to close the sale!

By breathing and rebooting, you can focus your efforts on being a “somebody.” If you start publishing higher-quality SEO content today, you can reach new customers and show them that you really know your stuff. Just don’t take too long – if you do too much damage to your reputation, it can be too far gone to save!

– Talking more about yourself than your readers

Having an impressive set of credentials is nice, but it’s something that belongs on your “About Us” page or in your resource boxes – not in the body of your SEO content. After all, how does talking about yourself and your accomplishments answer people’s questions and solve their problems?

It doesn’t.

The only time your SEO content should mention your credentials and accomplishments is when it’s used to explain how it can help your readers. For example, if you were named one of the web’s top bloggers by XYZ publication – and you’re writing an article on how to be a better blogger – you can mention your honor by saying something like, “Once I started writing more conversationally, my traffic went through the roof, and, eventually, I was named one of XYZ’s top bloggers.”

But if your SEO content is nothing more than a diatribe about you, you’ll be just like “that guy” at the cocktail party, who spends the whole night bragging about himself. It won’t fetch you any friends at the cocktail party, and it won’t fetch you any customers on the web!

The solution?

Breathe and reboot – with a new emphasis on your target audience, instead of yourself. With the right SEO content, it won’t take long for people to notice that you have the skills and the know-how to help them!

– Not publishing a whole lot of SEO content to begin with

Lots of people think that they should skip the articles, the blog posts, and the newsletter series and just use sales copy to convince people to call or email them. If this is your philosophy, it’s definitely time to breathe and reboot!

Here’s why:

By offering next-to-nothing in the way of content, you’re asking people to take too much of a risk. Remember, SEO content is the web’s version of a conversation. If people don’t have a way to “converse” with you right off the bat, they don’t know what to expect from you. You could be great; you could be horrible. Unfortunately, they’re probably not going to waste their time trying to find out which is the case.

Offering great tips in some SEO articles on your website or providing valuable insight on your blog is a great way to show off your expertise – and encourage people to make that phone call or send that email. But until you breathe and reboot, you’re turning customers away!


When she’s not gathering inspiration from “Sex and the City,” Nicole Beckett runs Premier Content Source and helps her clients reach new levels with their SEO content. As a former news anchor and reporter, Nicole knows how to engage readers and present hard-core facts in a compelling way.

7 Responses to “Your SEO Content – It’s Never Too Late to Breathe and Reboot — A SPN Exclusive Article

    avatar Fiona says:

    A brilliant article – just what I needed to read this morning to give myself a ‘kick in the butt’. Thank you

    avatar chase says:

    Good read!
    I like the quote, never heard it before, I’ll have to remember that one.

    You tied it in nicely. I enjoyed reading your article.

    Thanks for sharing your thoughts.

    – chase –

    So glad to hear it, Fiona! Hope that kick in the butt leads to content that kicks butt!! :)

    Thanks Chase! Who knew an episode of “Sex and the City” could be so inspirational?! 😉

    LOL, Former Marine… I don’t have quite as much moxie as Samantha does, but I am flattered by the comparison! :)

    Glad you liked the article, and it’s always nice to see you chime in. Now I’m craving a little umbrella drink though! It must be 5:00 somewhere, right??? 😉

    Good clear article and I totally agree that it is always essential to reinvent your SEO campaigns and tactics.

    I never made it down to Corpus Christi during my Texas days. My old promo guy went to college there, and I have a friend who’s working there now as a news anchor… always heard great things about it!

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