How SEO and content marketing work together.
Content marketing and SEO are like bread and butter or cheese and wine. Although they’re technically two separate things, they belong together. To be successful in SEO, you need to have great content, and vice versa.
So how do the two work together to improve your ranking in Google search?
The importance of content for SEO.
Before jumping straight to the creation of content in SEO, it’s essential to understand what is SEO and how it works. SEO stands for search engine optimisation, and it basically determines where your website appears when someone does a Google search. It’s important because websites on the first page of results have a monopoly over traffic: at least 75% of all clicks go to first page results.
More traffic = more customers.
So how exactly does SEO work with your content marketing strategy? SEO expert Neil Patel says it best: “SEO states the requirements. Content marketing fulfills them.” In this case, keywords are the requirements, and your content—be it web pages, blog or social media posts — is the answer.
Let’s take a closer look at how the two go hand-in-hand.
Keywords help your content get discovered by users.
SEO is based on search phrases, which are known as keywords. Regardless of whether it’s a blog post or your About Us page, these need to be included naturally in your content to help Google list it in search results. This includes your site’s title tag and meta description.
Here’s an example of SEO copywriting:
In this case, “email marketing tips” is the keyword that users are searching. The heading incorporates this keyword in a natural way, and it’s also included in the meta description which has been optimised for Google search results:
Content helps increase backlinks.
As we mentioned earlier, backlinks are crucial for your Google ranking. When more websites link to your page, Google sees it as an authoritative source and pushes it up in search rankings.
Linkbuilding is important, and one of the best ways to go about it is to create awesome content on your website that other websites or social media users want to link back to organically. For example, if you’re a plumber and you (or your content marketing agency) create a blog post on “10 plumbing problems that require expert help”, other websites or customers might find it helpful and share your post, or repost it on their site with a link back to yours.
New content keeps it fresh.
Google loves new, relevant content. By posting timely content, you improve your chances of getting ranked quickly by Google and appearing above your competitors.
Take a look at this SEO campaign from Florist with Flowers. In addition to their regular website content, for Mother’s Day they built a special page and created a series of blog posts to improve their ranking for timely keywords related to the occasion.
3 quick tips to integrate your content and SEO strategy.
- Do your keyword research. Without keywords, you’re shooting in the dark. Tools like Ubersuggest can help you with keyword suggestions.
- Optimise content writing for SEO keywords. This includes your About Us page, Products page and blog.
- Use a content marketing planner to schedule timely content. Yellow’s 2019 Calendar of Marketing Events is a great place to start.