SEO and content marketing have a long-standing reputation of being at odds with each other. If they were a couple, SEO and content marketing would certainly end up in relationship therapy together.
But just like any personal relationship, the best comes out when they get along and work together.
In an ever-changing digital world, its important to figure out how this can be done. Let's take a look at what has to be done to make this happen...
You must integrate SEO practices into your content creation for effective content marketing. Good content marketing uses elements of SEO to present the primary content and make it shareable.
Both aspects of page design work together to rank your content with search engines and create real value for your consumers.
- SEO must have content to promote
- Proper SEO improves the quality of the primary content
- Detailed keyword phrases create SEO within your content
- Excellent content attracts backlinks which improve SEO
1). Create a Unified Marketing Strategy
Content marketing and SEO are not two sides of the same coin; they are the integrated alloy of a single coin.
Your search engine optimization structure relies on having valuable content that can be promoted. Following SEO best practices during content creation increases the value of the primary content.
The key elements of good SEO must be contained within the body of the primary content. SEO can neither be created apart from the content nor parsed without including the content.
This is why SEO is actually all about content marketing; SEO provides the structure upon which content marketing builds value.
Creating content without optimizing its search engine compatibility means that consumers won't be able to find your content.
Creating pages designed solely to appeal to search engines results in content of no interest to the consumers. The two elements are absolutely co-dependent and co-equal.
2). Lay the Correct Framework
Optimizing your content for search engines also means laying a foundation that appeals to consumers. Break up your content into short, relevant headlines. Keep your sentences short and punchy, organized into brief paragraphs.
Search engines attempt to display a large number of results in as little space as possible.
Breaking up your content and using properly tagged headers tells the software which portions of your content to display. Displaying your most relevant content on search engine pages draws more consumer traffic.
Consumers searching for your content want it to be useful, relevant, and display readily on their device.
Use content that has been optimized for discoverability to drive traffic toward more detailed material that requires effort to consume. Integrating your content marketing with your digital channel builds value to the readership and your brand.
3). Keywords Continually Evolve
Search engine software continues to improve its ability to match consumers with their desired results.
Your content's relevance score will always include an evaluation of your keywords because keywords are the tool consumers use to search.
You need to match your use of keywords to the expectations of both consumers and search engines. This keyword target research model clarifies it.
Search engines look for the presence of keywords based on their surrounding context. Software can check spelling and compare usage against the rules of grammar.
Valuable keywords are used correctly within your content in order to provide a detailed match against search phrases.
Consumers search for specific details with keyword phrases. Use your keywords to address individual aspects of your content in order to provide a better match for consumers.
Focus on keyword phrases that match actual consumer requests for traffic that results in a greater number of conversions.
4). Excellent Content Attracts Traffic
Both content marketing and search sends targeted traffic. However, you need to validate this lead. Here's an experiment to help you.
Moving on, you've got to know that consumers want to share content they like. Make your content easy to share by tieing it into targeted social networks.
When consumers share your work, they extend your reach and create a network of links that improve your SEO.
A content marketing approach focuses on creating valuable content that users desire to share. Shared content grows in popularity, helps build your online reputation and popular content attracts traffic from similar consumers.
Relevant backlinks to your content improve the organic rankings of your page and attract new consumers.
You want consumers to share your content. Attract shares by creating valuable material that meets the needs of the consumer and connects to your targeted social networks. Shared content boosts the relevancy score of search engine results.
5). Design Specifically, Market Broadly
Create a unified marketing strategy that combines search engine optimization with a dedication to valuable, relevant content.
Build that content on a framework that caters to search engines while remaining approachable to consumers. There is no competition between content marketing and SEO marketing; both approaches are absolutely essential.
Use specific, detailed keyword phrases that accurately describe the focus of your material and the content of your page.
Reflect common consumer usage as closely as possible.
Let your consumers popularize your content by making it easy to share and conveniently connected to your targeted social networks.
Effective marketing meets the consumers at their point of need with a practical and approachable product.
Don't try to draw dividing lines between efforts to optimize your content for search engines and a dedication to providing high-quality content.
Incorporate practical elements of SEO into your content production for an end product that accurately reflects your brand and provides real value to consumers.
ABOUT - Eric Welke is a Cofounder and the President of RenegadeWorks. RenegadeWorks provides online reputation management software and referral marketing tools for small businesses. Eric is passionate about helping businesses succeed in an ever-changing digital world. Follow Eric and the RenegadeWorks team on Twitter @ RenegadeWorks