What Connects SEO and Content Marketing?
About Mark Harrison
To achieve online success, you need to treat content marketing and search engine optimisation (SEO) as equally important parts of your strategy.
With so much competition online, it’s important to use every tool at your disposal to get your business noticed. That doesn’t always mean you need a massive marketing budget – straightforward factors like content marketing and SEO can make a massive difference.
It’s a common misconception that these are two separate things and that you need to concentrate more on one than the other. In fact, they overlap and complement each other more than you might think.
What’s the Difference?
Content marketing is an inclusive and broad concept that refers to a wide array of activities, from writing blogs to creating videos and images for social media posts. Great content, especially evergreen content that users are always searching for, will offer value to your potential customers and draw more qualified traffic to your site and platforms.
Meanwhile, SEO is a technical process of making your site findable. This involves careful keyword research and implementation and an understanding of how search engines read and index your site based on a variety of factors.
While the disciplines seem different, you’d struggle to make one effective without the other…
When used well together, SEO and content marketing will boost your website’s search engine ranking and give your business a fighting chance of being seen first by web users. Whatever your approach is, you must understand how the two factors co-exist to use both to your advantage.
Put simply, it’s no use having a great, informative blog post if there’s no way for your potential customers to find it without already being on your site. And equally, bringing users to your site with top-notch keywords and SEO is no good if there’s nothing of value to keep them there and convert them into a customer.
A solid understanding of keyword optimisation will be a huge asset in your web strategy. Bombarding your copy with keywords won’t be enough to make your page rank highly – you need to make sure your content is well-written, ideally by experts in your niche, as well as being relevant to your chosen terms.
Appreciating that SEO is an ongoing process, content marketing is a good way of keeping your site relevant and up-to-date without revamping all of your copy every time you want to freshen up your keywords. Plus, this will keep users and customers coming back to your site time after time.
Another advantage of quality content is backlinks. Search engine algorithms take these into account, and the more your website is linked to from other sources, the higher your domain authority will be.
Essentially, it’s all about the value your site provides to users, whether they are customers. You don’t have to put any money into it if that’s not on the cards for your business, but think of the time a creator puts into valuable content as an investment in your search rankings.
As mentioned, it pays to create new content on a regular basis, not only to keep your site relevant but also to attract users who might not have found your business based on your existing content. With that in mind, it pays to look at your competitors’ content marketing strategies.
That’s not to say that you should copy what they’re doing – this can actually damage your search rankings. But providing your own original and unique spin on a subject, whether topical or evergreen, will give your site that extra boost.
What to Do Next?
In conclusion, combining SEO and content marketing will bring authenticity and value to your web presence, which will improve your user experience and thus boost your search rankings. When it comes to attracting customers, there’s nothing like well-written, easy-to-read content.
As well as providing managed SEO services for our valued clients, we also offer various health-check tools for your existing site. Our expert team will explain the results to you and advise you on how to take your website to the next level.