Marketing is all about getting the customer to take the intended action. You want more relevant traffic coming in, signing up for your newsletter, filling out the forms, and ultimately becoming loyal customers. Some businesses focus a lot on technical optimization without paying much heed to the quality of content. Others tend to focus only on content while the technical SEO quietly takes a back seat. In either case, it doesn’t work.
Content marketing and SEO need to work hand-in-hand to realize the full potential of marketing. Here’s how-
1. Content Marketing Strategy
Marketers should build a content strategy with SEO in mind. The content team should be well-versed in SEO copywriting. The goal is fine-tuning your content to make it easier for crawlers to index your website.
First off, your content should be of top-notch quality. Start with keyword research and let the relevant keywords flow naturally in your writing. Understand and prioritize the keywords that are core to your business and essential for ranking.
Do not stuff keywords or add them unnecessarily.
Keywords should make your website rank higher but not deteriorate your writing.
2. Keyword Planning
For content to get on the first page of Google, choosing the right keywords is essential. You can assess top websites and competitive keywords to gauge what’s working in your industry/niche.
Once you have the keyword list handy, form a clear picture of what your audience is looking for and create content that addresses those needs. Develop a thorough understanding of your target audience. Who are you targeting? What are they searching for?
Search intent shows purpose. If your targeted keywords are the exact match, you get to place your products and services in front of prospects actively buying. You can use Google Keyword Planner for your SEO content strategy.
3. Technical Optimization
You need a strategic approach to search engine optimization. SEO professionals need to perform audience analysis to understand their behavior, motivations, and goals.
Marketers put in days and weeks to create informative content, but you need technical SEO to make it appealing to search engines. Your website shouldn’t have broken links. You should use XML sitemaps, use header tags correctly, connect with high DA sites such as .org and .edu, and more to drive traffic.
In short, technical SEO optimizes your content and website for all search engine requirements and any changes in the algorithms (Google keeps rolling out changes in algorithms to make search results more relevant).
When content marketing and SEO come together, you create an excellent website experience for your users. It is an inbound approach as you attract the right buyers to your website and convert them, rather than doing cold outreach.
Create original, fresh, and valuable content. Stick to white hat SEO. And, when you bring the two together- the sky’s the limit!