Content Marketing and SEO: Key Things to Know

November 16, 2021

Owning a successful business website depends for the most part on your SEO and content marketing strategies. Though both of these marketing techniques are indispensable, they are different. They also seem to confuse most people. 
That said, SEO and content marketing naturally complement each other for effective digital marketing campaigns. This article seeks to discuss how they work together and the best strategy to focus on your company's resources.

What is Search Engine Optimization?

SEO is a technique that ensures web pages and content are visible to marketers' specific audiences. Due to target optimization, experts drive traffic through organic sources such as search engines. SEO needs content to match search queries through keywords.

What is Content Marketing?

Also known as link building, content marketing attracts more visitors and customers to websites through informative and valuable blogs, guest posts, and articles. The primary reason is to increase traffic, while SEO turns visitors into customers.
Content marketing raises brand awareness to make the business popular, increases exposure, visibly multiplies the target audience, shares informative content, grows web traffic, and advertise a brand or business. It has a strong relationship with SEO.

How Content Marketing Complements SEO for Online Success

When planning your content marketing activities, consider the organic search benefits of high-quality content through correct execution. Here are some techniques to use that ensure content marketing efforts support your SEO and vice-versa.

1)    Keywords

In SEO, the essential element is researching and finding relevant keywords to use to rank higher in search-engine-result-pages (SERPs). To get a solid SEO standing, determine the appropriate keyword density. The keywords should be suitably placed throughout your article and other content without overstuffing. Keyword strategies are vital to effective search engine marketing (SEM). They ensure embedded target words boost traffic and rank well. 

2)    Quality Content

Content marketing and SEO require consistency. Unique, fresh, and creative information rapidly gets indexed to rank higher than repetitive and low-value content. Therefore, your content should lure clients and solve particular problems. Embedding important keywords and brainstorming creative ideas is key to knowledgeable content.

3)    Link Building

After creating well-written content optimized for SEO and rooted in the target audience's interest, you need to include link building and promotions in the strategy. This is critical to ranking your page, since sites that link to you trust your information, which goes a long way to providing value.
Due to that, marketers should invest in link-building campaigns to gain from quality, optimized content.

Such websites have similar audiences or post-related content, hence creating connections. Therefore, building a robust link portfolio and great content inevitably improve your brand authority as more people trust your products. Besides high-quality backlinks, other signals such as social mentions, reviews, and shares indicate high authority.

4)    User Experience

Apart from articles, blogs, linkbacks, and keywords, SEO is also about enhancing metadata, using tags appropriately, and optimizing robots.txt. Through technical optimization, web pages attract search engines to ensure sites lack broken links that contain error codes (such as 404S). This avoids poor ranking in search engines. Making the slug and optimizing URLs drive search engines to categorize parts of the site and find relevant subpages. It is critical to the success of SEO campaigns. Technical SEO elements are present to publicize your content.

A good sitemap ensures an easy approach to content for the users. Appropriate tags provide superior, authentic, and indexed search results. For instance, title and header tags benefit users by strategizing the content to make it useful for readers while simplifying search engines.
Title tags ensure an improved user experience, since site visitors can recognize information on the page before they click on it. The header tags are fundamental to differentiating subheadings and headings in the content, as well as making it organized.

5)    Content Updates

A great way to revamp content marketing with SEO is performing content refreshes. It involves taking a previously published piece, updating it with the latest information, and adequately optimizing it for Google. You refresh content if the post never gained adequate traffic when on post plateau or when it is not properly SEO optimized.
In any case, strategically placed backlinks and keywords give the piece a ranking lift if well written and based on the relevant subject.

Content Marketing or Technical SEO: What's More Important?

Website owners and digital marketers struggle to agree on SEO and content marketing techniques that increase conversion and reach. Below is each strategy and where to focus your energy and time.

Technical SEO

Technical SEO is how websites are set up to enable search engines to understand your content and improve the user experience of human visitors.
The Importance of Technical SEO
Besides site speed, technical SEO has a direct impact on rankings and indexing ability. Without a robots.txt file or XML sitemap, Google bots might waste your crawl budget on accessing a folder with images. Moreover, without the structured data, the knowledge panel would appear weak. Technical SEO gives an advantage to Google that you wouldn't otherwise have.

Content Marketing

Content marketing involves consistently creating compelling and relevant content for target buyers, focusing on stages of the buying process. Ultimately, successful content marketing drives profitable customer action. The reason people visit sites from the search results is that they want to watch, read or listen to what you promise on Google search. 
Importance of Content Marketing
Content marketing is vital to both conversion rate optimization, CRO and SEO. Its benefits in SEO are below:

•    Linkbait: Quality content works as linkbait. People need to share authoritative and valuable content. This is because Google rewards websites with high-quality and natural content.
•    On-page: Reliable content is essential to on-page SEO. With in-depth articles, you can consistently use keywords in high-yielding places (like image alt text, HTM headers, or URLs) and the body of the content.
•    Evergreen content: when you publish evergreen articles, you attract links and maintain top SERPs for more extended periods.
Good content marketing drives the website's conversion rate. Therefore, it forms an emotional tie with the audience and subtly highlights how your products will improve customers' lives.

Which One is More Essential?

Implementing one strategy without the other is pointless, since you don't need a fast and well-optimized site without content for bots or human access. Also, you don't need amazing content that you can't find in SERPs. When the pages take a long time to load, visitors leave the site before reading the content.

Final Takeaway

SEO plays a pivotal role in effective content marketing strategy, and you need to integrate the processes at each possible stage.
To help you focus on customers and grow your business, Cannesis offers hands-off services. We handle outbound sales, copywriting, SEO, graphic design, landing page design, marketing automation, email deliverability monitoring, and market research. Contact us today to achieve your marketing goals.

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