The past two years have seen the rise of content marketing, leading many to discuss the end of SEO. While it is true that a variety of search engines have recently rebranded and adapted to enhance their content expertise, yet this does not mean that SEO will be taking a back seat.
There is often confusion over what is content marketing and SEO. There are a few basinal points that you need to know. Firstly, SEO is much more technical. It includes the use of the correct URLs, titles and tags.
Secondly, content marketing is much more general. The first step for any publisher should always be posting high-quality content to attract an audience. Due to its multi-purpose role, it is not confined to SEO goals.
Though the two work entirely differently and separately, it is possible to combine them and get the best of both. There are a few essential tips to be successful at linking the two:
1) When creating content, think about what you are offering your readers. The content that will attract a larger audience is original content. If you can offer your audience information that no one else is, you have a very effective and powerful attraction. From an SEO perspective, this will set you apart from your competitors.
2) You also need to consider the life of your posts. Posting time sensitive articles such as news, though great and informative, is difficult to keep on top of. The news will not be new for very long, so with this in mind, tailor your content so it can be read and shared over and over.
3) For the two to work well together, keyword research is essential for content marketing and SEO. As previously stated, the content you produce must be of high quality. However, you should also ensure that the content you spent time creating achieves the exposure it deserves, before creating the content, think about whether you want to inform or entertain. Your content needs to match the search terms that people are using and answer these search queries effectively.
4) Make use of keywords. With each piece of content you post you are given the opportunity to learn and adapt. Take note of the search position each time and think about when your content is and isn’t hitting the mark. While content can help you achieve your SEO goals, it should not be a tailored specifically and exclusively to those objectives.
5) Build links. Quite simply, the more high-quality content you have, the more links you will have. If your content is evenly and regularly distributed you may find yourself being influential and before you know it you’ll find that you audience is growing rapidly.
6) Make use of internal linking. This is possibly the most obvious way to link SEO and content marketing, with the bonus of improving your users’ experiences. Internal linking can help Google crawl your site more efficiently, which will then help your pages rank well for specific search terms. With internal linking, you can also point users toward content that is relevant to the article they are reading.
7) Keep measuring. Just like every other aspect of business, you need to understand how successful it has been. With this in mind, it is crucial to measure the effects of the content you are publishing in terms of your SEO goals.
8) Think about headlines. These are crucial and often overlooked, headlines have the power to convince sets to read your articles and are worth that extra little bit of effort. On the other hand, it is just as important not to try too hard as this will translate to your readers.