The importance of content and SEO for search engine rankings
When it comes to increasing your search engine rankings, there are only two things that make a difference: content and SEO. Let’s be clear about that. Content and SEO are two entirely different digital marketing approaches that supplement each other’s effect and help digital marketers draw more traffic to the sites for better visibility. SEO cannot work without content and vice versa. This year, you will have to be smarter about content marketing and SEO in order to reap maximum results for your digital marketing campaign.
The Link between Content and SEO
Successful digital marketers understand the link between the two digital marketing aspects: content and SEO. Content marketing is geared towards creating shareable content that can generate backlinks.
There are two simple and effective ways to generate traffic:
- Write and publish shareable content that organically generates backlinks. The more people share content across sites, the more backlinks can be generated. This ultimately contributes to a better ranking on Google.
- Posting quality content on high-authority sites with a bio and link back to the site. This also proves useful in boosting the ranking of the site.
So while the content helps in traffic, SEO supplements its effect through keywords, words, and phrases that help people find your business online. The keywords must be placed strategically within the content, the Meta descriptions for the content and the URL to facilitate an easy search.
So, great content paired with relevant keywords makes it easier for your target customers to find your business.
What happens when you don’t pay attention to any of the two (content or SEO)?
Without the relevant keywords, your target customers cannot find you online. Without the quality content, you may not get as many searches and shares as you should be getting, which all leads to lack of visibility and essentially lack of revenue.
How to balance content marketing and SEO
This is the biggest challenge for the digital marketing manager: to balance out the marketing activities so each aspect gets proper focus. It is important to remember here that digital marketing comprises of a set components, including content marketing and SEO. All of these components must align with the overall digital marketing goal and your business goals in order to generate profitable results.
In terms of content and SEO, you need to ensure that both have a specific set of strategies that are well-aligned with each other. Only alignment can help you implement both, content marketing and SEO strategy, successfully.
In addition, focus on content that works, which essentially means publish content that has the potential to go viral. At the same time, choose keywords that are relevant to the type of content you are posting. Measure results each week and see which keywords are performing better and what content is getting more views or shares. Consistent monitoring of the results will help you adjust your digital strategy for better results.
Final thoughts: Always start by analyzing your current content marketing and SEO strategy and understand what essentially works and what needs to be changed. SEO and content audit is crucial for alignment that promises better results.