How Do Content Marketing And SEO Work Together?

>Content marketing should be a familiar concept to most marketers these days. Nearly 90 percent of B2B marketers currently employ a content marketing strategy because they believe it is an effective mechanism for building a brand’s reputation, increasing brand awareness, driving new leads, and ultimately boosting your sales. 

In fact, content marketing has become so successful that many pundits are suggesting that it has replaced SEO. This isn’t quite true. 

The Truth About Content Marketing and SEO

In order to be successful, organizations need both content marketing and SEO. The two strategies go hand in hand and often overlap in the following ways: 

  • Successful SEO cannot exist without quality content. Think of it this way: Your organization’s website didn’t start to gain traction until you started sharing content that your audience found useful. 
  • Keywords are obviously a key SEO component that helps content get discovered. It’s important to have several relevant keywords listed so that when users type in a search query, Google provides them with suggestions that are relevant for your brand. 
  • Websites with fresh content rank better than websites that are stagnant. In other words, if you want a page to rank highly, it needs to be updated frequently. 
  • For SEO to be effective, you need to earn backlinks, and the best way to accomplish that is by creating quality content consistently. 

Ultimately, you can’t have one strategy without the other. Amazing content increases your website’s traffic. 

The Difference Between Content Marketing and SEO

While content marketing and SEO work together rather nicely, there are some differences that we should briefly discuss. 

SEO is Narrower and More Technical

Search engines are ruled by algorithms which rely on specific criteria to rank results. This means your content needs to be optimized. The proper use of correct URLs, title and ALT tags, and sitemaps is essential. Being familiar with these technical requirements is important not just for SEO experts, but also for content marketers because it essentially underpins your entire content marketing strategy.  

Content Marketing is Broader and More Holistic

On the other hand, the successful content marketer also needs to understand how their work affects not just search engines, but above all, their readers. They also need to be aware of where each piece of content sits in the wider picture of the customer journey and what purpose it serves. For example, a publisher should produce excellent content first and foremost as a way of attracting and retaining an audience. 

How Content Marketing and SEO Can Work Together

SEO and content marketing involves more than just creating content in order to rank higher in search engine results. Let’s say that Google hasn’t been indexing your web pages correctly (or you’ve been penalized by Google). In this case, you’ll be in need of some knowledge about SEO to help you resolve those technical issues — no matter how amazing your content is.  

In other words, SEO sets the requirements and makes demands. Content marketing will fulfill those requirements and demands.  

With that in mind, here’s a closer look at how content marketing and SEO work together.  

Creating Frequent Original, Quality Content

As previously mentioned, SEO cannot exist without content. In fact, SEO demands consistent and frequent content in order to attract and retain an audience.  

The thing is that SEO requires not just any type of content. It has to be original and quality content that has substance and provides value to your audience. It has to separate you from the competition. And by being unique, it gives search engines something to index that isn’t found anywhere else online. 

Google loves fresh content. This means you’ll register higher in the SERPs (search engine results pages) if you’re producing consistent, quality content on a frequent basis. 

Don’t forget to create a catchy headline for your content so it will pique the interest of your audience in search results, social media, and email newsletters. But don’t mislead your audience. If you promise them the “15 Best Colleges for Aspiring Lawyers,” then that’s what the content should be about. 

Using Keywords

Keywords remain a key component in SEO — even after algorithm changes like Google Hummingbird and Panda. This means you must research keywords using SEO tools, use them in your content, and monitor them in SERPs.  

Remember, Google will penalize you if you stuff your pages with keywords. While keywords are important, they shouldn’t alter your content. When creating content, make sure you use natural language so it appears as if it was written for your audience and not search engines.  

Earning Links

Like keywords, backlinks are still a big part of SEO. In the early days of online marketing, people purchased these links. Today, you’ll get penalized for that. 

Instead, you have to earn links by creating unique content, such as case studies, e-books, videos, and infographics, that other people want to share on social media and their websites. In other words, good content attracts links. 

Measurement

How do you know the effect of your content if you aren’t paying attention to SEO goals like changes in ranking position, volume of search traffic, and which articles have the most pageviews?  

At the same time, you also want to review content marketing >metrics like bounce rates, time on site, and visitors viewing multiple pages. 

All of these kinds of metrics can tell you if you’re going in the right direction or not.  

Technical Stuff

SEO, as noted earlier, is all about optimizing technical stuff, such as the robots.txt file, enhancing metadata, utilizing proper tags, and constructing a strategic sitemap. In other words, it’s improving the experience for your users. 

This is important for content marketing because, without this technical stuff, your visitors won’t be able to easily navigate through your site, and search engines won’t be able to crawl your site, which means it won’t be displayed for people to discover.  

Conclusion

Despite the misconception, content has not replaced SEO. In fact, the two need each other in order to create a successful marketing campaign by guiding you toward publishing quality content and improving your users’ experience.  

How have you seen content marketing and SEO work together? 

Source : https://www.icontact.com/blog/content-marketing-seo-work-together

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