For years, marketers have been pitting SEO and content marketing against each
other, with some even arguing over the best one business owners should use. Upon
close inspection, however, the fact remains that SEO and content marketing work
hand in hand. No matter how well a website is optimised for search engines, it won’t
rank well if it has nothing to offer but irrelevant, poorly written content.
Backlinks and UX
Marketing experts cite different reasons why SEO and content marketing
should work together, chief among them the opportunity to gain more backlinks.
Quality content will always gain more backlinks, which is an indispensable
element of any SEO campaign.
On the other hand, producing high-quality content also makes for an
exceptional user experience, or UX. Marketers know that, amid the numerous
algorithm updates implemented by Google, websites providing a good UX will work
to their advantage in terms of SEO.
Creating Content
for SEO
Before proceeding with any content marketing strategy, marketers and
business owners should know that, first and foremost, high-quality content is
never paid content disguising as editorial content. With this in mind, they can
begin setting up a strategy for building relationships with their customers and
establishing trust and authority in their niche.
A successful SEO strategy developed around content marketing involves
learning what the target audience wants and giving it to them, while also using
retargeting links to enable communication with site visitors even long after
they leave the site. Tools like Google Keyword Planner are useful for
discovering popular keywords, which can then be used to generate relevant and engaging
content.
Sources:
Content Marketing & SEO: The Bigger Picture, Search Engine Land
The blurred line between content marketing and
SEO, BizCommunity
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