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.
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 SEO is and how it works.
SEO stands for search engine optimisation, and it 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. Additionally, the closer to the top of the page you are, the more likely you are to receive a click, with 43.32% going to position one results, and just 3.11% going to position ten results.
And assuming your website is well designed and filled with great content, those extra click-throughs should mean more engagement, inquiries and sales.
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 major requirements, and your content—be it web pages, blog or social media posts — is a big part of 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, because any time someone searches for something in Google, they are entering certain keywords, phrases, or questions they want information about. That’s why your content needs to seek to mirror those same keywords – it’s how Google will know your content is a good ‘answer’ for the searcher’s ‘question’.
Regardless of whether it’s a blog post, an FAQ section, or your About Us page, keywords 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, ‘digital display ads’ is the keyword that users are entering into their search bar. 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 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.
Additionally, the more authoritative the linking website, the more it is worth for your website. In other words, if an internationally renowned website such as Forbes were to link to your website, you would get more ‘SEO juice’ from it than you would if your friend’s personal blog with a dozen readers linked to your site (although the latter is still better than nothing).
One of the best ways to get backlinks 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 Yellow Pages ran in May 2021. In addition to regular website content, we created a series of blog posts to offer relevant content for those searching for information about the end of the financial year.
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 all of your landing pages (such as your About Us page), product pages, and blog or article section.
- Use a content marketing planner to schedule timely content. Yellow Pages’ Calendar of Events is a great place to start to keep an eye on upcoming events.
How Yellow Pages and your business can work together for better SEO.
SEO and content marketing go together like Vegemite on toast, just like SEO and Yellow Pages. We know what kind of content to create, how to create it, and when to post it for maximum effect, all of which can make a real impact on your Google search rankings.
Explore what we have to offer with our SEO services and get in touch to hear more from our experts.