Several strange debates seemingly continue to circulate the Internet: “Which is better? Search engine optimization (SEO) or content marketing?” “Is content marketing superior to SEO?” “Why is content marketing trending?” However, SEO isn’t in competition with content marketing. In fact, they are partners in a great online strategy for business.
SEO and content marketing need each other in order to be successful; they are disciplines that work in unison to deliver powerful results.
SEO and content marketing are different, but they can’t be separated entirely. Solid, unique content is a composite of two elements: SEO and content marketing. Powerful content reaches customers on both a visual and a technical level. An SEO agency who knows how to optimize websites for prime search engine rankings—combined with content marketing—can help your business get higher website traffic, better leads, and increased conversion rates.
Let’s understand how these two marketing disciplines work and why they’re both crucial for your online efforts.
What Is Search Engine Optimization?
SEO is the practice of organically increasing your website’s traffic through search engine result pages (SERPs). Using the Internet to promote your business is a necessity in today’s mobile world. Every marketer wants to reach the top of Google rankings. Relevant content and eye-pleasing website design can give your brand a boost and draw in more of your target clientele. Incorporating a great digital marketing plan alongside any other media buys will help you compete with businesses that are larger than yours.
SEO is the technical part of content creation (in which website structure, keyword optimization, and link building are integrated into content marketing). Take note: SEO efforts (updating your website, making it mobile friendly, etc.) could be largely ineffective without the use of content marketing. You need research, articles, keywords, and substantive information on your pages. With the help of a reliable SEO agency, your website can be optimized to answer your targeted customers’ questions.
When people type in keywords that your crackerjack SEO team has organically placed on your pages, search engines will crawl on your site and (hopefully) display that page in the SERPs. However, there are several factors at play. Website design, user experience (U/X), and link quality are other aspects of SEO that Google rewards with high rankings. Bottom line: SEO is necessary to get noticed online.
SEO Can Help Build Your Brand
Many companies wonder, “How do I get more attention from people searching for my products or services?” It’s not enough to have a beautiful, eye-catching website. There are many tactics that will help you garner the attention of search engines. It involves knowing the latest algorithm changes of those sites (especially Google) and spending the hours necessary to fulfill those requirements. Here are some things you can do to boost your position online:
- Page Optimization – On Google alone, there are over 40,000 search queries every second. Hundreds (or even thousands) of websites compete for the top spot on each search. Implementing basic—and advanced—SEO techniques dramatically increases your site’s chance of being found by target customers. Using an SEO audit tool, for example, can improve your overall site performance in time. If your website’s pages have proper meta descriptions, titles, and URLs, search engines will more easily index your website.
- Link Building Strategies – Most top-ranking pages have several backlinks. Certain strategies can increase them, like sharing links on social media. Most of the credit, however, comes from creating well-written, quality content; it has the power to create a positive experience for both your readers and potential customers. SEO experts know how to create campaigns built upon competitors’ backlinks, analyze relevant search terms, and examine backlinks of popular pages. They help build quality content that will attract—and keep—your target audience engaged.
- UX (User Experience) Design – SEO goes beyond keywords and backlinks—it’s also about optimizing for the sake of customer satisfaction. No one wants to visit a site that takes too long to load. Your bounce rate will increase if you focus too much on appearance, ultimately lowering your website’s ranking over time. SEO strategies reduce negative user experience by implementing relevant keywords.
Here’s an additional tip: Never do anything that risks a user’s experience for the sake of optimization. Try other techniques if user feedback indicates they’re confused.
- Content Marketing – Content marketing is the process of creating and circulating unique and informative content. Various forms of content (infographics, how-tos, articles, or FAQs) bring profitable traffic to your website and help your brand become a reliable source of information.
At the core of every digital marketing strategy is content. In fact, 86% of digitally savvy businesses today rely on conversion-driven emails, original articles, and compelling landing pages. These types of content influence people to take action, turning leads into conversions, and making visitors loyal clientele.
Remember, the first rule in digital marketing is to educate first, sell second. If you sell something to your customers upfront, you may put on pressure and scare them away. To build trust, offer educational and entertaining content. In this way, you empower your brand’s identity.
How Content Marketing Can Improve Your Website
Build brand awareness
Brand awareness is an essential ingredient for business marketing success. There are different platforms for over different market you can focus. Content marketing can also harness the power of social media through social media management. With the help of SEO and engaging content, your targeted customers will most likely visit your website.
Create brand preference
Try to offer content that is useful to your community, neighbourhood, and customers. For example, if you offer plumbing services, you probably wouldn’t provide content on the proper way to brush your teeth. Content marketing targets demographics—your market’s behaviour, age, gender, or hobbies. Unlike in the past, many platforms can now provide demographic data through Facebook Page Insights, Twitter Analytics, Instagram Native Insights, and others.
Reach buyers at minimal cost
Creating your own original content costs nothing (unless you hire writers). You don’t have to spend thousands of dollars to advertise your services on billboards. Post informative content that attracts your target audience. Be aware, though, it takes time and patience to gain a larger audience; content marketing doesn’t always get immediate results. Modify, revise, and update past blog posts, and customers are more likely to visit your site regularly.
The Relationship Between SEO and Content Marketing
SEO and content marketing work together to get more clicks and conversions for your business. Without one, the other may fail to get you top search engine results. Like bread and butter, they complement one another—a non-aggressive sales approach paired with a solid website. They don’t compete or outshine each other.
SEO and content marketing need to work side by side to maximize the potential of your blogs, posts, social, and other information you share. Make a checklist before you publish a post or long-form content. Make sure the content is well optimized. Are the headlines too vague? What about your backlinks? Remember to also reach out to influencers, bloggers, and other online sources who might post your content or link back to your pages. Local SEO Search has a Waterloo Internet marketing team of experts who can advise you on writing engaging content (and promoting it across different platforms).
Think of SEO and content marketing as one comprehensive approach. When combined, these marketing techniques can increase the likelihood of being found online before your competition is. Focus on your target audience — both potential and current customers — and provide them the information they seek. When you offer authoritative content, you’ll start to get the search engine rankings you dsire.
Use the two strategies together to improve your online visibility and get more conversions. Don’t choose one technique when you can use them together for the ultimate marketing strategy.