Content marketing is a new buzzword in the digital marketing field. It is used to refer to a marketing strategy that involves the development of valuable content that is specific to an audience and attracts consumers.
It isn’t anything new, as brands have been used the content marketing approach before, they just have a term for it now. What is new is the connection between content marketing and search engine optimization?
Search engine optimization or SEO relates to all those techniques that aid a website in getting to the top ranks on the search engine page results. When a website ranks well, it is often listed on the top of search engine page results and gains more traffic when it does.
How is SEO and content marketing interconnected?
There is a lot of creative effort that goes into making content marketing strategies work. One needs to build content that’s well-optimized and of the best quality, because only then can it help a website gain a better ranking and reach the target audience.
A website that doesn’t have quality content, or lacks content completely doesn’t perform well on search engine result pages. In order for your SEO to bring about greater results, your content needs to be great as well. The content that one produces for use with a content marketing strategy, includes but is never limited to product or brand information. Normally, there is two way to go about content marketing:
- Publish all developed content on an authoritative or reputed site where the content ranks well
- Build the authority or reputation of your site and then publish your content on it
Both options will however only work if there are SEO practices in place to back them up. SEO is the key factor that supercharges all content marketing efforts. If the content ranks well organically, it gets free exposure in search results, at no extra cost per click. It has created these benefits for brand exposure and engagement levels because the content was in the right place at the right time – this is the goal of content marketing.
What are the critical SEO elements in a content marketing strategy?
Given the nature of how online shopping and information searches work, SEO and content marketing go hand in hand. Try to look at it from this point of view: SEO makes statements and content marketing fulfills those statements. Given below are some ways in which these two fields complement each other.
SEO, content marketing, and content
SEO is only functional when there is content that is SEO optimized. Developing that SEO-optimizedcontentis one of the aims of acontent marketing strategy. In that content, there needs to be articles, words, substance, verbiage, and keywords – all of which are factors that create reader value.
Within content marketing, one also has to focus on the other aims of a typical strategy which is to know the practical applications of search engine optimization. From the technical point of view, keywords, links are placed in the content pieces before those pieces are published online. Of course, the content quality is a must, and it should entail unique and original pieces.
SEO, content marketing, and keywords
A key feature often discussed in SEO and content marketing is keywords. The content pieces that are developed within the strategy are like keyword carriers. Once a content piece laced with keywordsispublished online, users can find them just by typing those keywords. Keywords serve the reader/consumer/user and the search engine optimizationand content marketing teams in various ways.
The SEO and content marketing professionals research new keywords, find innovative ways of using them in content, and even for tracking the SERP (search engine result pages) ranking of pages.
The practical application of the keywords, as discovered by the SEO professionals is the work of the content marketing professionals. Their work is to devise a content marketing strategy to employ those keywords throughout all content that they develop.
SEO, content marketing, and linkbacks
Linkbacks can only be created when the content you have created is unique. These are links that go back to your website or blog article. Many brands that have much bigger online target audiences will approach agencies that build links.
But they are rarely reputable, so the best way to get the links is to build them the publication of good content.This is a much lower approach as you have to reach out to more people online, but it guarantees constant SEO success.
SEO, content marketing, and technical optimization
As the digital world becomes larger and more complex, search engine optimizationmoves out of the boundaries of just links, keywords, and articles. It currently entails improving metadata, adding proper tags, optimizing robots.txt, and buildingstrategic sitemaps.
All of this makes up the technical optimization side of SEO, and it relates back to the content marketing strategy. These strategies are made for the benefit of the user and the way they search, select and read content online and build a good user experience perspective.
They can even promote the content too, creating aninextricable connection between content and SEO.Take, for example, the ultimate purpose of a sitemap – it’s supposed to help people find and access your content easily.
The same thought applies to optimizing robots.txt – these help the search engines to crawl easilyto your website and showcase the site to readers. Then there are the tags; when placed in the right places, the content published receives better indexing, more readers, and specific search results.
SEO, content marketing, and consistency
Google has been updated with several new algorithms for one specific purpose – to isolate and promote fresh content.SEO experts say that the content that is unique and fresh receives rapid indexing and a higher position on the SERPs over content that’s older or has low value.
So, the output of content has to be consistent if it’s to develop good SEO, something that can only be achieved through a stringent content marketing strategy. With this ongoing activity, fresh content appears on the site and it develops historic authority and finally gets a boost in the SERP rankings.