When we need something, whether it’s a local service or an answer to a question, we often instinctively turn to search engines. And while many of the results returned in that search may satisfy our query, it is highly unlikely that you or anyone else would scroll beyond the first page. This highlights the importance of ranking as highly as possible on search engine results pages (SERPs).
Two key tactics for achieving (and then maintaining) a high ranking are search engine optimization (SEO) and content marketing. While they frequently overlap, each has its own unique purpose and function in marketing. When used together, they are a powerful tool for businesses in today’s digital world.
What is Search Engine Optimization?
SEO is the process of improving the ranking of a website in search engine results pages. At its core, it is about ensuring that search engine algorithms (or bots) can easily index and understand a site’s content. However, modern SEO goes beyond mere technical adjustments. Algorithms have become more sophisticated, evaluating various criteria such as the content’s current relevance, credibility, and its ability to address user needs.
What is Content Marketing?
Content marketing is a strategic approach to creating and delivering valuable, audience-focused content that builds brand trust, engages audiences, and encourages conversions. By addressing their pain points and interests in various formats (blogs, videos, infographics, etc.), content marketing builds relationships with the target audience and eventually turns them into paying customers.
Four Ways Content Marketing Helps SEO
It takes two to tango! A digital marketing strategy must leverage both SEO and content marketing – when used together, the results can be immensely effective:
Rank Higher Using More Keywords
Space for content can be limited on homepage designs and in ecommerce product descriptions, but blogs and white papers can help you easily increase the amount and density of relevant keywords within your site. What should not be ignored are long-tail keyword variations that target niche demographics and give you a much better chance of ranking on the first page of a search.
Build Authority With Backlinks
When your blog features professional and thoroughly-researched content, it increases the probability of other industry-related websites sharing it. These backlinks, originating from their sites to yours, play a crucial role in improving your website’s search engine ranking and attracting a greater number of visitors. They signal to Google and other search engines that your content has credibility and can be trusted.
Keep Content Fresh
Search engines favor websites that consistently produce new content. When a website regularly publishes new material, it indicates that the site is actively engaging with its audience, staying up to date with industry trends, and striving to offer the latest information or solutions.
Improve the User Experience
Maintaining a regular blogging schedule that addresses the questions, needs, and interests of your target audience will create, over time, a library of engaging content for them. This content not only encourages them to spend more time on your website but also reduces bounce rates. A positive user experience indirectly benefits your SEO efforts because search engines take into account user engagement metrics.
Content marketing and SEO are undeniably complementary. They work together, each enhancing the other’s strengths to boost organic web traffic. While SEO optimizes your site for search engines, making it more visible to potential customers, content marketing provides the engaging, credibility-building content that search engines also reward. To truly harness the power of both and elevate your digital marketing strategy, consider partnering with experts who know best. Contact Baer Performance Marketing to guide you through the process: 920.632.7648