The internet is a place of incredible opportunity, but it’s also a place where competition is fierce, rivals are a click away, and your website has to compete with thousands of other websites on Google’s page rank algorithm. Search engine optimization (SEO) and content marketing are vital tools for content marketers in their quest for search rank supremacy. In this article, we will discuss how you can make SEO and content marketing work together.
Many people have the impression that SEO and content marketing are diametrically opposed. They seem to believe there is at least some kind of trade-off between the two. I’m here to tell you that both tools are available to content marketers and can be used together, without losing any of the power of either. You see, fundamentally, SEO is a way of marketing content and content marketing works best with SEO. That’s the simple answer. The confusion stems from the lack of integration between the two. So, let’s start off by looking at the two separately.
SEO is a set of techniques that allows you to make incremental improvements to your website. Improvements which, on their own, seem trivial, but which, taken together, are quite powerful and can lead to dramatic improvements in performance on organic search results and in user experience. These optimizations allow your website to get as many of the right set of eyeballs on your website, while ensuring that when they do, they enjoy the experience. Optimizations are not once-off. They are incremental, constant. It’s a process of continuous evolution, not a one-time revolution. It’s vital to realize how important content is to the process. No content, then nothing to improve, nothing to keep people coming back for more.
Content marketing, on the other hand, is a strategic marketing approach centered around the creation, publication and distribution of valuable or impactful content to an online, clearly defined target audience. Content marketing is the heart of any digital marketing campaign. Yet, content marketing needs SEO to increase the reach of the content, to ensure it does well in organic search results so that the content can get to that happy place where it does well on organic search results without any need for advertising. It’s also important to realise that the best SEO services can’t turn bad content into great content. Great content is important to make SEO truly successful.
Integrating SEO with content marketing starts by realizing the importance of key words in the success of content on a search engine. Google catalogs content according to what the key words tell it the content is about.
You need content so that SEO can tell Google what your page is all about. In that sense, content is everything. Then you need to figure out the keywords that Google uses to catalog content relating to the specific area that you are writing about. Without using these specific keywords, you won’t be able to rise up Google search page ranks. This doesn’t mean you should jam pack your content with keywords. The keywords have to appear naturally within your content. But you have to use them.
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