For most online marketers today, content marketing and SEO remain largely siloed strategies.
But search algorithms have changed immensely in recent years, making it easier to see how they can work together towards the same goal.
Let’s start with the most obvious connection. If you don’t have content on your website, or you have very little, there’s no way to improve your SEO.
Keyword optimization is one of the most basic SEO tactics, and one you can use again and again throughout your content campaign. Another important SEO strategy, high-quality backlinks, is equally impossible to pursue without developing a body of valuable content to link back to.
Even Google’s upper ranks, including former head of webspam team Matt Cutts, recommend taking the time to become an authority in your niche (which can be achieved through content marketing). He said, “Try to make a site that is so fantastic you become an authority in your niche.”
Building authority in your niche through content marketing can take a lot of time, but the efforts become a major driving factor behind SEO.
SEO requires marketers to put efforts into technical aspects that make it easier for Google to crawl their website and categorize their content, such as:
These and many other technical tasks have serious effects on SEO, but it would be wrong to say they don’t matter for content marketing as well. In order to have an effective content marketing campaign, you need to make it as easy as possible to navigate your site. And what does that involve? The same technical aspects needed for SEO.
Bad UX kills great content, and many marketers have begun to appreciate the benefits of optimizing for user experience:
When you think about it, search engines are just another distribution channel for your content. Read more…