Why SEO is creative (and why most people miss the point)

When people hear the words “creative agency,” they picture logos, fonts, and Instagram grids. When they hear “SEO,” they picture spreadsheets, keywords, and technical jargon. At Cala, we like live in the overlap (that’s where the magic happens). 😉

So let’s clear something up: SEO is not just a technical checklist or a mindless keyword dump. Good SEO is deeply creative. It doesn’t just “optimize for search engines." It tells better stories, answers real human questions, outsmarts the competition, and most importantly, drives results.

Why most SEO strategies fall flat

Too many SEO “strategies” follow the same formula:

• Pull a list of high-volume keywords

• Assign one to each blog post

• Repeat every month

  
  

On paper, it checks a box. In practice, it leads to generic, forgettable content with very little impact.

Real SEO isn’t about just publishing more, it’s about publishing better. That takes creative thinking: editorial judgment, structure, tone, and a clear understanding of what your audience actually wants. This is where a background in journalism or editorial writing can make a real difference. Knowing how to shape ideas clearly and ask better questions is just as important as any keyword list.

Keyword stuffing kills creativity (and rankings)

Keyword stuffing isn’t strategy. It’s an outdated holdover from when Google rewarded repetition over relevance. Today, it does more harm than good.

We still see it often: content crammed with repetitive phrasing, trying to tick some invisible algorithmic box. But that approach:

• Breaks trust with readers

• Undermines your credibility

• Signals to search engines that you're not offering anything original

  
  

Modern SEO is about relevance and intent. It’s about answering real questions, with clarity, depth, and purpose. That’s not filler content, it’s high-quality communication. And it takes time and thought to get right.

Backlinks are not a substitute for useful content

We’ve seen brands invest heavily in link-building campaigns while ignoring the quality of the content those links point to. The result? Short visits, high bounce rates, and little long-term value. Backlinks matter, but they’re not a strategy in and of themselves.

Instead of manufacturing links, invest in content people want to link to. That could mean:

• A smartly structured guide

• A data-backed resource

• An explainer that’s actually useful

  
  

Creating link-worthy content takes strategic thinking, clarity, and originality (not just a checklist).

Building authority through content clusters (aka hub-based content)

Keyword research is often treated as a list of isolated targets; a blog for this term, a landing page for that one. But search engines now prioritize topical depth. They’re not just looking at individual pages. Instead, they’re evaluating whether your site demonstrates actual expertise on a subject.

That’s why we build content clusters, also known as hub-based content structures.

A content cluster is a group of interconnected pages focused on a single topic. At the center is a “pillar page," or a broad, comprehensive piece of content. Around it are supporting pages that go deeper into specific subtopics.

Example: If you want to rank for “canadian retirement planning,” a content cluster might include:

• A core guide: “Canadian Retirement Planning: a Guide”

• Supporting posts like:

  • “RRSP vs TFSA: Which Is Better for Canadian Retirement Planning?”

  • Planning for Retirement in Canada: Are Your Savings on Track by Age?

  • Planning to Retire? A Canadian Checklist for When It’s Time to Step Away"

  • “Legal Ways to Reduce Taxes in Canada while Planning Retirement”

Each page reinforces the topic and links to the others, giving Google (and your readers) a clearer sense that you own the subject.

Likewise, Ericsson has done this exceptionally well with the term 6G. Rather than just targeting the head term “6G,” they’ve built out an entire content ecosystem that explores:

• 6G architecture

• 6G networks

• 6G use cases

• 6G cybersecurity

• The intersection of 6G and AI

• The evolution from 5G to 6G

• ...

By publishing consistently on the topic and connecting each page within a structured system, they’ve positioned themselves as the go-to authority, not just for the broadest search terms, but for all the long-tail queries underneath.

This approach works. It builds topical authority over time and gives your site a much stronger chance at owning your space, not just appearing in it.

On-page SEO and local intent: Where you are matters

Another layer where SEO needs creative strategy? Your actual site structure, including how you handle location.

Especially for service-based businesses, location matters. People searching for “kitchen contractor” or “yoga studio” are almost always looking for something nearby. Your content and URLs should reflect that.

That means:

• Creating dedicated, location-specific pages

• Structuring URLs to match how people search:

  • /yogia-studio-milton

  • /kitchen-renovations-hamilton

  • /custom-home-builder-oakville

• Writing content that goes beyond name-swapping cities. Speak to the local audience’s needs, concerns, and context

• Implementing schema and optimizing Google Business Profiles for added visibility in local packs and maps.

Too many businesses try to rank broadly when their customers are searching locally. Getting specific, and doing it well, is a creative edge. (Of course, if your business isn’t tied to geography, your SEO shouldn’t be either.)

What creative SEO actually looks like

Creativity in SEO isn’t about visual branding. It’s about how you structure, explain, and differentiate. That shows up in:

• Information design: Can users find what they need quickly? Is your page organized clearly? Is there hierarchy and flow?

• Tone and clarity: Does your content sound like a human? Is it aligned with your brand voice, or is it keyword soup?

• Strategic angles: Are you just repeating what’s already on page one, or are you actually bringing something new?

• User experience: Is your site fast, clean, and accessible? Is your content scannable and built for real people?

None of that can be automated or faked. It requires real editorial judgment, from real people, and a creative approach to solving problems — not just ranking for terms.

The bottom line is, you can’t separate SEO from creativity, or from strategy. The best SEO doesn’t just get you on the map; it helps you lead the conversation. That means investing in content that’s thoughtful, well-executed, and deeply aligned with what your audience is searching for, in their words, in their location, and in their context.

At Cala, we don’t just write to rank. We write to connect, clarify, and elevate. Because ranking is just the beginning; real authority (the kind that lasts), is earned.