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How SEO and Content Marketing Can Transform Your Business

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Mention digital marketing, and within minutes buzzwords like search engine optimization (SEO) and content marketing will be mentioned. Both are more than buzzwords. They are an integral part of successful digital marketing for most brands today.

If you run a business that uses digital marketing, chances are you already use both. SEO will drive traffic to your website, while you will use content marketing in your blogs and on your social media channels. But here’s the question: do the two tactics work well together? If not, you may be missing out on a great opportunity to help your brand grow.

Related: 7 Reasons SEO Matters for Every Startup

Understanding the buzz: SEO vs content marketing

Before looking at how SEO and content marketing can be combined in your marketing strategy, it is worth clarifying the differences between the two tactics. As digital marketing terms are increasingly used, they are also often used as synonyms, even though they describe different things.

What is Content Marketing?

According to Content Marketing Institute, content marketing is “focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.” The overall goal is to inspire customers to take action for the benefit of the brand, whether by subscribing to a service or purchasing a product.

Unlike traditional marketing, content marketing works indirectly with the consumer and aims to stimulate interest in their products or services, in relation to specific brands. Rather than telling customers about a specific product or service, content marketing helps a customer solve problems by providing information they may not have had before.

Brands that excel in content marketing and search engine optimization build lasting relationships with their audience. Customers are coming to rely on the brand as a source of advice rather than just a company offering products and services.

What is Search Engine Optimization (SEO)?

Search engine optimization is a crucial part of marketing for businesses that depend on website traffic. It organizes and optimizes content for search engines, like Google, and helps your website rank high in search results. The digital marketing institute defines SEO as a process that helps brands drive traffic to their website from “free, organic, editorial, or natural search engine results.”

As a brand, you may be paying an SEO expert to improve your rankings, but there’s no payment to the companies behind the search engines. This is what distinguishes SEO from Search Engine Marketing (SEM), which refers to paid ads. While SEO takes time to produce results, SEM can increase product visibility in the short term.

Many brands use both approaches as part of their digital marketing strategy. But let’s just focus on SEO. SEO has become a non-negotiable part of any brand’s digital marketing strategy that relies on website traffic for its success. Without it, even the best-designed website may never be found by relevant audiences.

Based on these clarifications, it is easy to identify the link between content marketing and search engine optimization.

Related: 7 Ways Small Businesses Can Use SEO to Boost Customer Service and Growth

Making Content Marketing and SEO Work Together

To reach the full potential for benefiting your brand, content marketing and SEO must work together. As a new brand, you need to create content with search engine requirements in mind. As a brand with an existing content library, it’s worth reviewing your content to make sure it benefits your search engine.

Starting from Scratch: How to Develop SEO-Optimized Content

Just a few years ago, creating SEO-optimized content meant stuffing keywords into what would have been an otherwise well-written article. As a result, many websites have become unreadable and useless for their users. Search engine operators realized this and started to change their algorithms. Today, search engines strive to deliver the most relevant content to users.

So how can you tell Google that your content is relevant? The answer is simple: be clear with your content. Search engines crawl websites, and the easier it is to identify what your content is about, the higher your content will rank on search engine results pages.

Staying focused is the key to developing successful content. It may sound simple, but sometimes it can be surprisingly difficult to implement. For example, if you offer separate online courses for languages ​​and personal finance, avoid putting both types of courses on the same page. Instead, create a separate language course page and another personal finance page. You can even split language lessons into individual languages.

The same goes for blog posts. It is possible to blog about the benefits of online courses in general. However, creating individual content for online language courses and personal finance courses will almost always drive more content to the relevant pages.

Creating content from scratch means starting with target keywords in mind and matching content to those keywords.

Optimize existing content

Creating brand new content can give you an edge with SEO, but it’s a time-consuming approach. Most established businesses and brands already have a library of content and need to update and optimize that content to benefit search engine rankings.

Again, it helps to try to think like a search engine. Continuously updated websites rank higher than those with stagnant content. Updating existing content is a great way to meet this requirement while saving time.

Optimizing existing content wouldn’t be complete without looking at internal and external links. Internal links tell search engines about the structure of your website and reveal the content that goes together. Orphan content, pages not linked together, struggle to be found by search engines.

Related: Why SEO Is Much Easier Than You Think

Take advantage of synergies

SEO and content marketing must work together to drive the most users to your website and generate sales.

To create synergies, start developing content with SEO in mind. Providing great content that benefits users can easily be SEO optimized, especially if developed that way from the start. Treating SEO as an afterthought at the end of content development just doesn’t yield the best results.

Creating content with your audience in mind and a clear understanding of your topic will make it easier to optimize content for rankings. Regardless of the time investment, traffic optimization is worth it for your business.