Why SEO and Content Marketing Can’t Do Without One Another
The myth among some marketers that perfect content doesn’t need SEO is, simply, a myth. Creating original, thought-provoking and engaging content is the basis of optimization, and likewise, SEO is strategized around Content Marketing.
Therefore, they go hand in hand. If you only pay attention to one but neglect the other, your efforts will be diminished. The keyword research you do will go to waste if those keywords are not later used in your content. Similarly, creating a piece without knowing who your audience is, what they’re looking for, (or whether you even have an audience) will leave you without your desired traffic.
How we do things around here is: our content marketing team is in charge of creating great content, while our SEO team optimizes and promotes that content so that it gets the visibility we aim for. This way, both get the attention they deserve. It works like a charm!
SEO and Content Marketing integration
The fundamental reason why content and SEO are so closely linked, according to Google, is because Content is one of the primary search engine factors.
Where does SEO come in, you’ll ask.
Well, the whole point of Search Engine Optimization is Google wanting to offer its users the best experience possible, and SEO happening to do just that. They want users to find the information they’re searching for easily. So, ‘if you want to rank for a certain query, you need to fill the need and offer that high-value information’. Moreover, you need to be authoritative enough as a site so that for people trust the information you’re providing them through your content.
Therefore, if you don’t have powerful content, the SEO work you’re doing won’t be of any use. Likewise, if your content is solid but you have neglected SEO, it may get lost on the internet after a week.
Importance of Content in SEO
Content Marketing deals with – you guessed it – content. And what would SEO optimize without the existing content?
Here are three main reasons Content is essential to SEO:
If you have no content, what is Google going to rank?
It’s only logical. If you don’t have content, what is there for Google to rank? Every website needs words, copy, articles, keywords, etc. In Google Images Google ranks images (on that note, make sure to optimize the images you use), likewise goes for videos, and in the same manner, in the general Google section, Google ranks text, i.e. the content written by content writers.
In a nutshell, this is why content writing is important for your SEO: it gives Google something to rank. Moreover, it also tells Google for which keywords and search terms your content is aiming to be ranked.
The keywords need to be used strategically
Sure, the SEO specialist finds them through keyword research, but you can’t just stuff an article with keywords in sentences that don’t make sense. You will be penalized if you do so. Users might find your page but they won’t spend time in your site and Google will notice that.
Strategic content writing is needed so that the right keywords are put in the right place and amount to satisfy the users (and Google).
If only that was all there was! Many other aspects need to be kept in mind by content creators, for example, the length of text (a lengthy 2000-word article is more likely to rank than a shorter, incomplete one); then there’s site structure, target keyword volume and competition, and so on.
You can get quality backlinks only if you have quality content
Backlinks are a form of social validation.
You might say this is far-fetched, but hear me out why I say this.
A backlink in the digital marketing world is like a recommendation that a website or brand is giving to its users. And they will only mention (link) an article of a site that is trustworthy, authoritative and with content that is qualitative. Sure you can pay websites and blogs to link back to you, but shouldn’t you want them to link to you because they appreciate what you are publishing?
These organic backlinks don’t go unnoticed by Google. It sees them as validation and, as a result, its algorithms use this validation to rank your webpages and blog posts.
Importance of SEO in Content Marketing
Being very much into metaphors, these ones regarding the interrelation of SEO and content caught my eye:
SEO without content marketing is like a body without a soul. – Forbes
Just like an engine with no wheels, SEO without content is a shiny machine that goes nowhere. … Start your SEO content journey by bringing the two together from the beginning. – Search Engine Land
In brief, SEO helps Content creators out from the start with info about what the audience wants before they even start creating the content, and then takes the lead in promoting it after it’s finished.
An effective content strategy starts with keyword research
The mistake of waiting until the end of content creation to use the tool of SEO for promotional purposes should not be made.
Everything starts with keyword research. The first thing to do before creating content is for SEO to make sure to research and find relevant keywords which people are searching for, and which we want to rank for. Having a keyword strategy is imperative for this to be done effectively.
Those keywords are shared with the content writers and can help them generate content ideas. Afterward, if used in an appropriate manner following a strategic approach (as we mentioned above), it is easier to rank higher in search engine results pages (SERPs).
See how they’re dependent on one another?
It’s important to keep in mind that, yes, SEO and content work together, but they need to do so in balance. It’s crucial to not overstuff a text with keywords and overoptimize. That has a negative impact on SEO and user experience!
Link building FTW
Link building is one of the most important aspects of search engine optimization. By link building is how SEO makes sure the content gets traffic after it gets published.
The reason why is link building so important is that search engines (like Google) use such links to explore new websites and to set the overall ranking of a website in SERP. Thus, ‘they explore new content and determine the authority of a website based on the authority passed from external sources.’
So, basically, this makes a website’s link profile one of the most valuable ranking factors and why SEO pays so much attention to it.
Besides external linking, it’s important to do internal link building, too. (Thus, link back to one of our own site’s pages.)
How to acquire links from external domains, you’ll ask.
There are many ideas our SEO team can give you: from guest posting to social promotion to email outreach and many others, we do it all around here.
Technical SEO factors
Some technical sitewide issues need to be audited and cleaned up by the SEO master before even starting to optimize content. They can make or break the progress of a content piece!
Moreover, there are a few technical considerations that relate to every piece of individual content. Such is whether the content loads quickly enough (people’s attention span is 3 seconds; they’ll click Back if your page takes too long to load). For this not to happen, make sure the sizes of images and other media files you used aren’t slowing down the content’s performance.
Moreover, the content needs to be mobile optimized. As you can see, SEO deals with all these little technicalities the user doesn’t even think of. If only they knew the trouble we go through to offer them the best user experience!
Therefore, we hope to have been successful in explaining that there’s more to Content than just writing, and there’s more to SEO than just optimization. Most importantly, though, to have shown the unbreakable bond between these two. Even peanut butter can be eaten without jam, but is it really a PB&J sandwich anymore?