There seems to a confusion about SEO & Content Marketing. Typically, they’re seen as separate marketing strategies to promote your business. Some companies use SEO to grow their business, while others rely on Content Marketing. Some even think that using one eliminates the need for the other. Just look at some of these headlines
Have you ever wondered if they would fit together?
Sure, they may be different but they overlap a lot too. Here are 5 reasons why content marketing is the future of SEO and why you should focus on content marketing if you want your SEO strategy to succeed.
1. SEO requires content. Content Marketing is all about content
There is no SEO without content. A significant part of SEO is built upon on-page elements such as keywords, title, meta description, header tags, paragraphs, none of which would exist without content.
There’s no doubt that content is king. But what is content marketing all about? Content, content, content.
2. SEO requires keywords. Content marketing means using keywords
Keywords is one of the fundamental concepts of SEO. Your page needs to have the right keywords for it to rank for the right search queries. Consequently, researching keywords and incorporating them into your page is an important aspect of SEO.
But how do you actually apply these keywords to your pages. You can’t simply stuff your pages with keywords. Otherwise, your website will be hit by Google’s Panda penalty. So how do you overcome this problem?
The answer is to strategically place your keywords throughout your content. In fact, content marketing consists of writing high-quality content for humans, using the keywords that you’re targeting.
In other words, when SEO and Content Marketing work in harmony, your content will not only rank for the right keywords but also secure a high position in SERPs.
3. SEO needs backlinks. Content Marketing generates backlinks
In order to rank well on Google, you need to obtain backlinks from high-authority, relevant websites. Every SEO marketer dreams of getting backlinks from top sites like TechCrunch, or land a link from a .edu or .org websites.
However, there’s only one way to fulfill this dream – produce outstanding content on your website that compels people to link back to it.
Sure, you can spam hundreds of webmasters asking them for a link, or contact link building agencies to buy tons of links for a few dollars. Sometimes, it may work. Sometimes, it may get you penalized.
However, the best way to generate backlinks is to publish stellar content that compels people to link back to your website. Here are some ways to make your content link-worthy:
- Publish original, well-researched data such as a study or survey
- Write a killer headline
- Produce content that is interesting, unique and actionable
- Use original visuals such as graphs, infographics, images, screenshots, slides in your content
- Produce evergreen content (e.g 5 Common SEO Mistakes that Newbie SEOs Make) instead of news-based articles (e.g Donald Trump Signs a Bill That Could Impact Tech Workers)
Remember, awesome content keeps generating backlinks for years together.
4. SEO requires On-site optimization. Content Marketing needs great UX
Some might say that SEO is more than just blogs, keywords and backlinks. It’s about technical optimization such as optimizing robots.txt, enhancing metadata, using proper tags, and building a strategic sitemap.
However, these requirements have been put in place to basically provide a great user experience – whether they’re searching or reading your content. Think of them as user experience enhancements, instead of SEO tactics.
Why do you need a good sitemap? So that people can access your content easily. Why do you want to optimize robots.txt? So that search engines can crawl the right pages quickly and display them to the searchers. Why do you need the right tags in the right places? So your content is indexed accurately for the right search terms and drives more readers.
5. SEO demands consistent output. Content marketing requires consistency
As you might know, Google likes fresh content. It gets indexed quickly, and ranks higher in SERPs than outdated, old content. When fresh content appears on a website with a high authority, this only boosts its rankings.
Therefore, good SEO means that you’re regularly producing high-quality content. However, consistent production of content is nothing but content marketing.
Content marketing is an ongoing effort. It’s not a one-time thing. You keep doing it on and on.
What do social media platforms, online shopping sites, image sharing websites have in common? They are all built upon the foundation of great content. If you want to make Google work for you, you need to focus on creating high-quality, keyword rich content. SEO needs content marketing and vice versa. They are no longer disparate departments with different functions. Your SEO campaign is bound to fail unless you integrate it with content marketing.