Content marketing and SEO are two frequently used terms and broadly discussed topics in digital marketing. What eludes most is how they work together and the importance of it. First, let’s have a look at both of them separately.
SEO: It stands for Search Engine Optimization. It involves a series of approaches undertaken to improve the search visibility, the ranking and also the traffic coming into a page of a website. The ways to achieve this is by optimizing meta tags, title tags, building links, back linking, using strategic keywords and much more. Most of the website’s traffic begins with a search. Hence, it is important that a brand building strategy includes SEO.
Content Marketing: Firstly content can exist in various forms – blogs, infographic, podcasts, videos and much more. No matter the form, it has to attract, engage, and inform with valuable content. Content marketing is a bigger approach which with SEO forms a part of your digital marketing strategy.
A digital marketing agency should remember that planning a content strategy which effectively integrates SEO as a part of it works not only well for the targeted audience but also for Google and other search engines. Here are reasons why tightly coupling content strategy and SEO guarantees success for your inbound marketing strategy and also the brand strategy:
1. SEO asks. Content answers.
First off, link building – possibly the most important factor to consider in your SEO strategy. Simply put, getting other websites to link back to your website is called link building. How does it help? It drives referral traffic as well as increases the site’s authority and ranking. When a number of trusted backlinks are made to your website, major search engines rank the pages of your website higher. Effective backlinks are made by high quality content. What qualifies as high-quality content? Relevant, interesting content that is share-worthy and persuasive. When your content is compelling, the likelihood of other sites to link back to your website is more. The other strategy to improve your website’s ranking is to create guest posts. These posts are placed on external high-domain-authority sites along with a bio and must include a link back to your website.
2. SEO leads. Content follows.
Important words and phrases that allow people to find your content and your website through various search engines (including Google) are called keywords. They are the most significant component of SEO. Every business or site will have unique keywords specific to their business or field. Keyword strategy involves including keywords and groups of keywords in title tags, URLs and meta descriptions so that people can easily find the business by simply searching for it. Besides this, keywords must be incorporated in the content strategy as part of landing pages and blog posts. Essentially, SEO plans the keywords that are to be delivered and content provides them.
3. SEO is forever. Content continues delivering.
SEO is not a one-time, permanent process. It is an ongoing one. It requires consistent maintenance. This is because Google consistently demands content that is novel. The recently updated pages with quality content are constantly indexed and rate higher on SERPs (search engine results page). That is why most B2B marketers (close to 72%) and digital marketing agencies are producing more content than they had about year ago. The only way to target and engage your audience is to regularly post compelling content.
One might go as far to say that SEO and content are sides of the same coin. One doesn’t work well without the other. Finding a workable balance between the two parts forms an effective inbound strategy. It gets more traffic, ranks your website higher and compels the target audience to keep coming back for more.