How Do Content Marketing and SEO Interact?

By Ruth Hawk, Thursday, June 11, 2015
Writing and Content Marketing for SEO

The advantages of SEO are well known. Through the skillful implementation of links, keywords, and other techniques, websites can improve both their rankings in Google search results and their conversion rates. Just as important to strong rankings and conversions, however, is content marketing. The practice of creating relevant, engaging content is an essential aspect of SEO, and SEO is an essential element in improving content marketing. An understanding of how these two aspects of website development interact are essential to creating an effective website.

Content marketing uses keywords.

Perhaps the most obvious way in which content marketing and SEO rely upon each other is in their use of keywords. Keywords, those search terms likely to be used by people looking for the products and services offered by a site, have long been recognized as an important component of SEO. This is why keyword research and usage have long played such a large role in SEO efforts.

Once the ideal keywords for a website have been identified, they need to be used effectively in order to draw the attention of Google’s crawlers that are responsible for indexing and ranking web pages. This is where content marketing comes in. The desired keywords are placed in the context of fresh and relevant content. As Google crawls this content and picks up on the keywords, it ranks the web pages according to the quality of the content and the use of the keywords within that content.

Keywords that sit within content that is either not related to those keywords or that is stale will not achieve the same kind of rankings as keywords that are used within fresh and engaging content. In fact, Google’s algorithm is designed to differentiate between high quality and inferior quality content and to reward high-quality content. As a result, any web marketing services you hire should be able to provide both keyword research and content creation that maximizes keyword potential.

Content marketing improves social signals.

Content marketing and SEO also interact with each other at the level of social signals. Social signals are those mentions, recommendations, and links that occur through social media. These signals are important to an SEO campaign because web pages that receive more social signals tend to perform better in Google search results. In addition, social signals provide a valuable source of potential customers, because they serve as personal recommendations that people are more likely to use when shopping for the services and products offered by a particular website.

The best way to get better social signals is to have excellent content because it is this content that will be linked to and discussed through social media. Old, stale, or irrelevant content will not receive the types of recommendations and social media mentions that engaging content does. In addition, social signals help to build links to your website, which also contribute favorably to your rankings in the Google search results. This is one of the reasons that the best SEO services focus on content creation as well as traditional SEO techniques.

Content develops brands.

Another way in which content marketing supports an SEO campaign is in its ability to define and develop a brand. For instance, a brand that possesses a strong identity and differentiates itself from other products and services in the same market is much more likely to attract visitors who will convert into customers. A well-defined brand is also far more likely to rank well in the Google search results and to earn links and social signals that will improve its SEO performance.

One of the best ways to build a brand is to develop outstanding content. The goal of the content should be to define the brand as the leader in its field. As a brand does so, it can expect an improvement in the markers that lead to excellent search rankings and high conversion rates among website visitors. Any Austin online marketing company, as a result, should focus not only on improving your SEO rankings but also on strengthening your brand through the creation of effective content.

Content leads to more conversions.

The right kind of content marketing also shares another goal in common with SEO: Converting website visitors into paying customers. While SEO tries to drive the rankings of a web page up, the goal in doing so is to encourage visitors to become customers. Likewise, effective keyword research and usage are intended to attract people who are looking for the specific products and services offered by the website they are visiting.

Content marketing shares these goals. When done correctly, it can provide the kind of engaging information that will draw potential customers into a website and provide them with the information they need to commit to the business’s products or services. For instance, blog articles on the business’ niche area can situate that business as an expert in its field and encourage visitors to take advantage of that expertise by buying from that company.

In order to work effectively with SEO, however, content must be carefully planned and executed. For instance, it must be tailored to the needs of the customer that the business wishes to reach. It must address topics that its audiences want to hear about, and it must do so knowledgeably. Doing so will require research and the development of a content creation calendar that determines when content is updated and which topics are covered. Effective content planning and implementation can lead to the production of the kind of content that Google will index favorably and that will appeal to the audiences the business wants to reach.

Content marketing and SEO are not separate endeavors. Instead, a quality SEO service in Austin should also focus on content creation. SEO company services should include help with researching, planning, and developing material that will appeal to your target audiences. By getting a handle on content marketing, you will both improve your SEO and position yourself to more effectively turn visitors into paying customers.

Posted in: Internet Marketing, SEO, WWW Learning Center

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