Although there are several marked differences between SEO and content marketing, the two strategies are very much related and dependent on each other. In fact, without one, whatever amount of time and effort you invest in the other can be in vain.
As cliché as it may sound, content truly is king, especially where digital marketing is concerned. It is the solid foundation on which every SEO marketing strategy is built.
And it must be incorporated effectively into your marketing strategy if you expect your digital marketing campaign to be successful.
What is the content?
Before we can talk about how relevant content is to SEO, we must first understand what the former is. When people hear the word, what first comes to their mind is text of a webpage or a blog article.
However, it isn’t restricted to text alone — it can exist in various other formats such as images, audio, videos, presentations, and so much more.
In the end, content is whatever readers visit your website to read, listen to, or watch. It is that piece of information that you provide for them to satisfy their needs and search intent.
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What is SEO content writing?
It is worthy of note that not every piece of information you come across on the internet is of high quality or relevant to the needs of the targeted audience. Some are poorly crafted and don’t come close to offering any kind of use to the reader.
Content that is optimized for SEO is the type you want to have on your website. It is always written in such a way that makes your website rank higher for keyword searches that are related to your industry.
Optimizing your content for SEO involves using related keywords in the title of your web pages and blog posts, and placing them strategically at various points throughout the entire article.
Nevertheless, you should have it in mind that optimizing for humans is just as important as optimizing it for search engines.
As such, your content shouldn’t be crammed full of keywords, simply because you want to boost your search rankings. Google may see this as spam and penalize your website for it, and it might take your website forever to recover.
There are several legitimate ways to optimize your website for SEO, including using header tags (<h1>, <h2>, <h3>) as well as other formatting tools to emphasize the keywords.
Ultimately, the fundamental feature of your writing must always be its quality, relevance, and value to your visitors. Not only will this attract more visitors to your site, but it will also boost your search engine ranking drastically.
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The relevance of content to SEO
1. Quality content boosts your search rankings
Google’s algorithms are constantly evolving, but its goal has always remained the same — to enhance search results for its users. To achieve this, Google does its best to deliver the most useful and relevant pieces of information that is available to users on the internet.
They are ranked on the SERPs by order of their usefulness and relevance to users searching for related keywords.
2. What does this mean for you?
Well, it’s obvious, isn’t it? For your content to be of any significant SEO value, the information it provides needs to be useful and relevant to searchers. By making it informative and valuable, you optimize it for SEO.
And as a result, your search engine ranking and online visibility will skyrocket considerably.
SEO demands the usage of keywords
Even though Google ranks web pages and blog posts by measure and order of their quality and value, keywords still matter a great deal.
As much as Google prizes quality if your content doesn’t contain keywords that are relevant and related to your industry. This may negatively affect your ranking on the SERPs.
This is why you should use keywords in strategic places throughout your website. Places like the title, subheadings, and some other points in the body. Integrating keywords in your marketing strategy is great for helping you compete with and stand out from other brands in your industry.
Quality content helps you obtain social validation
There are several ways to obtain social validation, including paying to promote your content and offering promotions or discounts on your products. However, the easiest, cheapest and surest way to obtain social validation is by producing quality content.
When people find answers to their questions and solutions to their problems through your website, it is only natural that they would promote your content through their social media pages and word of mouth.
When they share your links on their timelines and their websites, Google recognizes this as social validation and considers it when ranking your website.
Tips for creating optimized content
Before you can create content that is optimized for SEO, there are a few steps that you need to follow:
1. Do keyword research
While we have emphasized that your main focus should be to create useful and relevant content, bear it in mind that keyword research is also essential.
Before you write, use a reliable keyword research tool to find the keywords people mostly use when searching for the service or products you provide.
Next, ensure that the keyword you choose is relevant to the topic you are writing about. Then insert it at strategic point. However, be careful not to overdo it.
Content that is stuffed with keywords may be considered spam, and as a result, Google may penalize your website.
2. Format for optimal readability
Nowadays, people have the attention span of a goldfish. And so, if you want to retain them on your website for longer than ten seconds, not only should you prioritize quality; you should also ensure that it is easy on the eyes.
One way to do this is by breaking it down into a smaller chunk of texts using paragraphs, subheadings, and visuals. Content that is poorly formatted, no matter how informative it is, is greatly frowned upon by readers.
So, keep this in mind whenever you are creating and optimizing your website.
In conclusion, SEO and content marketing work hand in hand with each other — so much that one cannot succeed without the other. You must remember this concept and focus on creating quality, optimized content if you truly want your search engine rankings to improve.