Contrary to what some marketers believe, SEO and Content Marketing are not at odds with each other. In reality, these two digital marketing strategies form an interrelationship that can effectively build an audience and hit other marketing objectives. In this article, we’ll be talking about how well Search Engine Optimisation and Content marketing integrate with one another.
But before that, we’ll go about their distinctions, first. This way, you’ll get a better understanding of how to harness their full potentials and how you can use them in your digital marketing efforts.
Content Marketing and its Benefits
Compared to the rest of the digital marketing channels and strategies being used today, Content Marketing is unique in the sense that it prioritises educating and informing before it does selling (if it does at all).
Content marketing is more about the concept than the format. It can commonly take the form of videos, blog posts, infomercials, and social media content. Because today’s customers are more self-driven, they find joy in discovering brands by themselves and being able to evaluate competitors side by side before making a decision.
By actively taking the unbiased, non-salesy path of delivering information, high-quality content marketing has become a great tool that allows businesses to:
· Build Trust and Loyalty
By consistently providing valuable information, consumers will be able to perceive the human driving force behind your brand. Content that sounds like it’s written by a human talking to humans is well-poised to be an authoritative guide that addresses pain points throughout a buyer’s journey. And through human-to-human communications, a well-executed content marketing strategy can foster brand awareness and genuine trust between businesses and their customers.
· Reach Distant Markets
A good percentage of your target audience is most probably tired of hearing pushy sales messages day after day. With such, most are inclined to actively shun away hard-selling messages and promotions. Where traditional marketing messages fail to push through, content marketing can. Through being a source of consistently valuable information, it’s more likely that your potential customers will come to you, instead of the other way around.
· Build the Foundation for other Digital Channels
Valuable content will be the wheel that rolls the entirety of your marketing efforts forward. Variations of existing content can be used for outbound marketing strategies, including social media campaigns, promotional video content, landing pages for paid ads and email copies.
Learn more about Content Marketing here: How will Content Marketing Help your Business Grow? | KDM
SEO and its Benefits
Search Engine Optimisation or SEO is a cornerstone of digital marketing that works to improve your website’s position on search engine rankings. The end goal is to improve your search results visibility and drive more organic traffic and visitors to your site.
SEO practices can be classified into three main subcategories.
Off-Page SEO is the set of actions taken outside the contents of your web pages. This can include link building, social media marketing, guest blogging, brand mentions, and influencer marketing. It’s basically building your website’s authority outside of its domain.
Conversely, On-Page SEO is the collection of measures taken directly on the website that can improve its search ranking position. This includes the use of keywords and creating content that addresses search intent, with the goal of making search engines recognise the page’s relevancy towards a certain topic.
The third category, Technical SEO, are the actions that assist search engines to recognize your website more easily and give a better user experience for your visitors. The most common actions include fixing duplicate content, speeding up website load times, ensuring mobile friendliness, and registering the page with search console and webmaster tools.
Through these practices, SEO allows businesses to:
· Build Greater Brand Awareness
Securing the top spot or, at least, the first page of search results greatly works towards brand recognition. People may not be always clicking on your link but they’re most probably seeing your name as a related resource for whatever they might be searching for at the moment.
· Attract New Customers
With greater search results visibility, there is a proportionately higher chance that more people will be visiting your website. More leads will eventually generate more conversions.
· Be More Accessible
The better your search results ranking, the more likely people will find and visit your website. Did you know that more than 25% of active searchers click on the first Google search result and that 90% of websites are getting zero traffic? This can only highlight the importance of SEO if you want your business’s website to perform as intended.
Hitting One Bird with Two Stones
Nothing can be truer about the sterling relationship between SEO and Content Marketing. Not only can they be applied to the same digital marketing campaign, but they can actually complement each other and produce results that are greater than the sum of its parts.
For example, the best way for a page to rank organically for certain keywords and topics is to contain information that talks about these ideas. And if you’re running a content marketing campaign for your products and services, you’ll most probably have a variety of content related to your industry. Through internal linking and being on the same domain, search engines will have a better understanding of what your pieces of content are about and give it a higher SEO score.
Conversely, Content Marketing copies need adequate exposure and reach to be fully effective. By applying the principles of SEO, including keyword research, your content becomes more accessible. And if your copies are appealing to your readers, your dwell time improves, your returning visitors increase, and your bounce rate decreases—this is a signal for Google to mark your page as relevant towards your topic.
How to Integrate SEO and Content Marketing into your Marketing Strategies
Set Clear Goals
Just like with any other campaign strategy, you need to decide, right from the start, what you want to accomplish with the campaign. Do you want to increase conversion rates? Attract new leads? Boost conversion rates?
Having clearly defined goals from the onset is critical for creating an effective strategy and setting the appropriate performance indicators.
Know your Market
Each segment behaves differently, and not everyone collects and processes information in the same way. By doing your research, you’ll understand how to speak to your buyer personas and help you plan your content calendar and SEO strategies more efficiently.
Research High-Performing, Long-Tail Keywords
This will give you rich insights as to how your market searches for products or services the same as yours. From identifying pain points to adjusting the tone of your voice, analysing search query behaviour can help set the baseline for your content.
Use Keywords but Don’t Overlook Search Intent
In the earlier days of SEO, you can get a page to rank by simply peppering high-volume keywords throughout your copy—often at the expense of writing clarity. Google’s algorithms have smartened enough to recognise search intent behind queries, so you shouldn’t be writing for search engines. Instead, write for humans who use search engines.
By analysing the data produced by your performance indicators, you’ll be able to identify the areas where the campaign is performing well and where to improve on. You can also save this data for existing or future campaigns.
Both SEO and Content Marketing requires consistency to produce significant results. Be patient and stay the course; focus on building momentum rather than looking for instant gratification.
Marketing trends are as dynamic as they can be. Staying on top of algorithm changes, new marketing tools, and content trends can help you adjust your campaigns accordingly, so you don’t get left behind by the competition.
Need Help with SEO or Content Marketing (or both)?
Reach out to us for digital marketing support services or have us handle your entire campaign for you. We have a team of highly dedicated marketing experts who can help you make the most out of what digital channels have to offer your business.
Editor’s Note: This post was originally published in 2020, and has been updated for freshness, accuracy, and comprehensiveness.