“Content Will Always Be at the Center of SEO Strategy”: Interview with Jonatan Zinger

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After having interviewed experts from various parts of Latin America, today we have the pleasure of having an Argentine in our “ Experts ” section: Jonatan Zinger . In his cover letter, he states that he had “one of the first Internet connections in Jujuy, where I am originally from, in 1995”, and that since then he has never stopped being fascinated by the possibilities of the web. He has been working in Digital Marketing for 13 years. He started in the field of content, quickly specialized in Search Engine Marketing and today he is interested in the field of general strategy, with a certain focus on analytics and research.  His career has allowed him to travel a lot, and he tries to collaborate with the development of digital marketing  in our region by participating as a professor or guest in different postgraduate courses and events .

Currently, Jonatan Zinger is Director of Media Insights at Media 8 , a company new zealand email headquartered in Miami, but with 50 employees in Córdoba. His experience at Media 8 allowed him to work with brands such as Dell , Sony , Sheraton , HBO , Unilever and many others. He recently debuted as a guest author on our blog , where he writes great articles like this one.

We share with you the interview we conducted with him:


Jonatan Zinger: “Content Will Always Be at the Center of the SEO Strategy”
 

— What are the advantages and disadvantages of implementing a SEM strategy?
Jonatan Zinger — The advantages of SEM are many. The main one is that we reach our target audience at the exact moment when they show interest in what we offer. The search engine is usually our gateway to the web , and the idea of ​​appearing when someone “raises their hand” to express one of their interests is something like the holy grail of Marketing historically.

On the other hand, SEM is one of the most flexible and easy to scale tactics . You can run campaigns for 100 pesos or 100 million dollars, all under interfaces and strategies that are very similar. This makes SEM one of the most “democratic” advertising tactics , something that I am very excited about.

All of this is connected to the main disadvantage of SEM: it is “artificially” expensive if poorly developed . The concept of quality directly colors the cost (CPC) of search engine advertising. So, a large company, beyond its purchasing or negotiating power in other media, can end up paying more for its clicks on search engines than an SME that did things better in terms of quality.

 

— In which cases is it recommended to apply an SEO or SEM strategy? How can these actions be complemented with content marketing strategies?
Jonatan Zinger —SEO is recommended for any site that is intended to last over time . Obviously, the strategy will be different if the goals are more ambitious and the competition is greater, than if there is no competition or if you simply want the site to be “search engine friendly.”

In the first case, content marketing is going to be crucial. Content is always going to be at the heart of the SEO strategy . Technical visibility optimizations, although necessary, have a limited scope. Building popularity, to be scalable, needs content that generates attraction and inbound links . Relevance and building the site as an “authority” on a topic necessarily requires a consistent plan for creating content around that topic.