Search engine optimization (SEO) takes care of a website’s authority in search engine results page (SERP). Content marketing, on the other hand, ensures that a piece of content delivers value and meets the readers’ needs. When combined, these two can fill in each other’s needs and meet each other’s goals.
SEO and content marketing are two distinct strategies. They have their own special expertise that makes for an effective digital marketing strategy. Content marketing quality is also among the many factors that determine SEO success.
The relationship of SEO and content marketing
SEO has two success factors: on-page and off-page SEO. On-page SEO includes content, site architecture (web design and development), and HTML, which are within the control of the publisher. Contrasting this is off-page SEO, made up of elements that publisher’s don’t have direct control over such as trust and authority (based on a website’s reputation), inbound and outbound links, and social score (user engagement on social media sites).
Content marketing plays a significant role in all these, with the quality of the content produced affects each SEO factor. Here’s how SEO and content marketing work together.
1. Content creation and production
Content marketing drives customer engagement and encourages brand loyalty from the value it delivers to your audience. Customers will find value in content that give them relevant information that help make their lives easier. This includes content like cooking instructions, tips for getting their dream jobs, and shopping guides.
SEO, on the other hand, will index your content and include them in the SERPs. If your content is indeed valuable to your target demographic and if your SEO strategies are effective enough, then your content will find their way to the people who need them. Keep your content consistently rich, and you’ll eventually convert those site visitors into actual paying customers. Conversely, you can use SEO to determine what kinds of content your target audience need.
2. Keyword Research and Usage
For your content to reach your target audience, there should be a point of origin that connects them. In search engine’s terms, this is called a keyword.
Keywords are what people type on Google or Bing when searching for anything online. Brands also research and systematically use these keywords on their content. So, a company that produces baby products might publish a blog post about baby-proofing the home and use the keywords, “crib safety” a few times within the post. This way, people who search using those keywords or others relevant to it may find that company’s blog post.
However, it’s also important to note that there must be a strategy for using keywords. They should not be overused within the content, otherwise Google might see it as a case of keyword stuffing and penalize your website. So, instead of getting some search engine attention, your site may lose page rankings, making it more difficult for people to see your site on the SERPs.
3. Link Building
Links are important in SEO. For search engines to rank a site in SERPs, it needs the testament of other sites proving its credibility. Those testaments come in the form of backlinks, or links that appear on other website that link back to your own website or content. If people love your content and trust your information, they will link back to you. This works to elevate your brand’s reputation and authority in your industry.
However, not all links create the same impact. If low quality sites link to your web page, this will demote your ranking and affect your authority. This is why it’s also important to monitor the links that connect to your site.
If you want to receive good backlinks, make sure that your content is unique, informative, and engaging. If it truly delivers value, people will link to it naturally. That, then, will fill in the demands of SEO for high quality backlinks.