Search Engine Optimization (SEO) is an online marketing tool that many marketing beginners are familiar with. If your website has good SEO, your page will show up on the search rankings organically without having to pay for it. Content marketing, on the other hand, is a subset of inbound marketing that focuses on content creation and distribution. They seem to be functioning differently, is it possible for them to work together? How can your business integrate Content Marketing and SEO?
As Google’s algorithms have evolved, the way to build the ranking has also changed significantly. There is increased competition in the ranking, however, the content displayed is not helpful to people looking for information. That’s why content marketing became the way to provide search engines with the quality content they want to serve the users. It also became a way to educate the prospects of the products and services you offer without directly being a sales pitch. So, how do both of them work together? They complement each other. If you are trying to grow your qualified search traffic, then you have to combine your content marketing with your SEO efforts.
How They Work Together
Use of Keywords
The essential element of SEO is finding relevant keywords and using them in your content so they can rank higher in the search engine results page. The more content you have, the more keyword opportunities to use and rank well in searches. Content marketing allows you to go beyond the small paragraph of the homepage or just an alt text description of photos. Through the use of articles, blog posts, guides, and other written content, you can use more keywords relevant to what your website is about. It’s always important to use relevant keywords in an appropriate and strategic approach so that the viewers would find your page relevant and helpful to what they’re looking for.
Use of Quality and Substantial Content
Is longer content always better? Not necessarily. If your article, blog post, or guide goes on and on without making a point or offering any substantial information, then the users will get tired of reading and leave your page. Content must be able to attract your prospects as well as answer a particular inquiry. A substantial, informative, and detailed content that uses important keywords would be a factor through which Google will determine the relevancy of the page and ranks a piece of content. Brainstorm creative ideas on how to embed important keywords in your content so that your page would be acknowledged in the search engine results page.
SEO is not just about blogs, articles, keywords, and linkbacks but also about doing a technical SEO audit of your website and fix any potential problems. Technical SEO refers to the process of optimizing your website for the crawling and indexing phase. It is called ‘technical’ because it has nothing to do with the actual content of the website or with website promotion. The main goal of this is to optimize the infrastructure of your website. The good thing about this is that after doing a technical SEO audit, you don’t have to deal with it again.
Through this, it will make your website more appealing to the search engine since the site has no broken links with any error codes (like 404s). You may have good and relevant content on your site, however, if a technical SEO audit is not done on your website, then the source will still be poorly ranked by the search engine.
Linkback, link-building or inbound linking is another major factor of SEO. The more links you have, the higher your rankings will be. Connecting your links with higher domain authority sites will drastically increase traffic. By having your content marketing team target industry-related blogs, you will build relevant links that drive relevant traffic to your site. Though developing links is possible by connecting with link-building agencies, the best method is still to create expert content. To get a backlink and boost traffic, outstanding content is worth it.
In conclusion, you can’t have SEO without content. You need the words and articles to create substance and relevancy. Content marketing is only successful if it has the appropriate SEO. Together, they can increase your qualified search traffic.