Content Marketing in SEO
For quite some time, many people have considered content marketing and SEO to be two completely separate ideas. The fact is, you can’t have one without the other. SEO and content marketing must work together for any progress to happen. That being said, they are different. By understanding what they are separately and how content marketing has a role in SEO you will get a clearer picture of what all this means and how to implement it.
How SEO and Content Marketing are Different
SEO or search engine optimization is what content writers follow to get higher rankings when a user searches for their specific industry. SEO is very specific and must follow technical protocol. It’s all about the keywords in SEO. There is researching, using them, and monitoring them to see what’s working and what isn’t.
Content marketing is the actual content. It’s taking those keywords and implementing into updated material that’s going to valuable and attractive to the desired audience. Content marketing is much broader than SEO, but it is what takes the idea of search engine optimization and puts it into action.
Why SEO Needs Content Marketing
The reason why you want to put SEO and content marketing into action is to get traffic to your website. You are either looking for a broader audience, leads, or customers. You can’t get that if nobody can find you. That’s what SEO does. Those that are knowledgeable in search engine optimization know that they have to research what keywords are getting typed into the search bar, and how to get ranked in Google. There are specific tactics that have to be followed to be picked up when search engine robots are scanning the infinite amount of information available on the internet.
Now, you can’t just stuff a bunch of keywords on a page and post it with expectations of getting noticed. In fact, you would most likely get punished for something like that and be pushed down the results page never to be seen again. That’s why you can’t get very far with SEO alone.
Content marketing steps in and takes all the keyword research and uses those efforts to build your presence. That means that content marketing needs SEO almost as much as SEO needs content marketing to produce the desired results. Without SEO, content marketing would be pushing out anything that would not be effective, so all the time and energy would be wasted.
What SEO Wants, Content Marketing Delivers
Another way to better understand the role of content marketing in SEO is thinking of it as SEO making the request and content marketing making it happen.
For instance, with SEO keywords, there needs to be content to go around it. Not just a bunch of random words on the page either. Content marketing, or quality content marketing anyway, knows that the articles, blogs, or whatever other pieces that are being produced must be valuable. It has to be something that the readers are going to gain knowledge from and be interested in. It can’t be outdated or meaningless, or the SEO work that was put in goes right out the window.
Backlinking is when your webpage is linked on another site. When traffic visits that site and a viewer clicks on it, it sends them back to you and boosts your traffic. The primary focus of every website on the web is to get some amazingly reputable sites linking back to them. Think .edu or .gov. The purpose of SEO is to have those high-quality sites find you when they are searching for details for their own content. You have to be in their search results for them to even find you, much less want to link back to your site.
So, say that they do find you. Then, they click on your page, and the content is garbage. You can pretty much kiss that backlinking opportunity goodbye. That’s where you need to use content marketing and create remarkable content that already well-established pages are going to want to use. The more backlinking that you have, the higher you are going to rank, and the bigger your going to become in whatever genre you are focused on.
Content Marketing Keeps SEO Current
Before Google and other search engines changed their algorithms and got smart to low-quality sites ranking for no reason, the age of the content on your page didn’t matter. Now, it’s extremely important. SEO requires fresh content. Content marketing is what produces that constant content.
That’s also why monitoring is essential, so you can figure out what is working in SEO and what isn’t. After discovering what the audience is looking at and what the people want, you put content marketing into action and deliver them trendy, new, purposeful content, and the cycle continues.
Founder & CEO of Mondovo.comSameer Panjwani is the Founder & CEO of Mondovo.com, an online marketing toolset that helps you track your rankings, monitor your site stats, and research your competitors. A man of many talents, Sameer is currently on a mission to help 1 million businesses grow organically through his products and services.