The Strong Connection between SEO and Content Marketing


Combining SEO and content marketing, why not?

Almost 50 percent of consumers see 3-5 content produced by a company before they talk to a salesman from that company. Moreover, 81 percent of people conduct online research before they purchase something big. Nowadays, people are careful before buying things. You will get benefits from this circumstance once you apply SEO content marketing.

From the statistics above, it is concluded that before visiting an electronic store, a new-launched restaurant in town, or any stores, the majority of people involve Google to make a decision. It is statistically proven that “near me” and “where to buy” mobile searches have increased over 200% since 2017.

This is a great chance for local businesses to boost sales from location-specific searchers. Therefore, it is suggested that every local business build a website with local search results, so people who type “near me” will find you right away.

You can also engage with people from larger areas if you employ SEO in your content marketing.

What is SEO?

Statista informs there are 1,72 billion websites by 2019. How can you outperform and rank higher than those available websites? It is Search engine optimization (SEO), a powerful technique to help search engines examine and draw up websites in search results, that will guide you to be the popular website on Google.

To get Google viability or even become the top rank on its page, a website has to use relevant keywords in the content. The important process in having a list of relevant keywords is conducting keyword research in SEO content. This step is to deeply understand what internet users are often looking for, what the most popular searches are, and whether the keywords are competitive.

However, keywords are not the only thing you must think of when talking about SEO. Some elements like title, headings, backlink, URL, and location play an important role in producing content marketing with SEO. Marketing experts summarize the elements using the periodic table of SEO success factor, the complete explanation has been written here.

What is content marketing?

Content marketing is a form of strategic marketing in creating and publishing reliable and valuable content about products, services, and brands. The content is based on your niche and your specified audience.

Instead of forcing them to buy your product using a hard-selling approach, applying content marketing attracts viewers better. You can kill two birds with one stone since not only does it educate your audiences, content marketing delivers your products in a more gentle way.

The types of content marketing are blogs, social media marketing, visual content using photos or infographics, audiovisual, and ebooks. Some brands like Burberry and Charmin use the app in order to produce creative and engaging content.

Burberry users can send a digital kiss via the app to anyone! This brand invites Google Maps to track the journey of the kiss. Is not it antimainstream?

So, the differences between SEO and content marketing are…

  • SEO deals with technical items like choosing keywords, arranging the website load, and managing the reputation. Meanwhile, the content marketing concerns with creativity within the content in a natural way which supplies information and entertainment for audiences.
  • As SEO talking about the techniques, the scope is specific, while content marketing is only limited by the creators’ imagination.
  • SEO “attracts” search engines so that they will index your website. On the other hand, content marketing grabs people’s attention as it requires human innovation.

As you know the definition and difference of each term, a question will pop up in your mind: “Can they be combined or they work separately?” and “Can I use both SEO and content marketing altogether to generate traffic and conversion rate?”

The answer to those two questions is YES! Even more than 70% of online marketers say content marketing is their most effective SEO strategy.

How SEO and content marketing work together

The most effective SEO must have relevant content marketing

SEO survey conducted by Ascend2 and Research Partners which was published in 2015 proves that the number one most effective SEO strategy is the relevant content creation with 72 percent. It outnumbers keyword research for SEO content (48%), frequent website updating (34%), relevant link building (33%), and the integration of social media (28%)

The data shows that SEO and content marketing go hand in hand. You will not be classified in the top page on search engines if you just follow the popular keyword you find on Google Trends and force it into your content.

For example, you sell women’s shoes, but the current hype is talking about Donald Trump. Then, how can you combine those keywords within an article?

If you continue pressing those unrelated keywords, not only does your audience leave your page right away, but also Google gives you low rank. In this case, remember that the SEO is not limited only in the keywords, but you also need to consider the content quality and relevance.

Let us win both parties’ hearts

You have realized the different targets between SEO and content marketing. While SEO helps you be noticed by search engines, the other one attempts to captivate people’s attention. By blending SEO and content marketing, you can bring those benefits at the same time.

When you type something on Google, it will categorize the millions of results and suit those with your search. Google gives the top recommendations based on the websites that apply the best SEO. Next, you are the one who determines whether Google’s recommendation meets your expectations. 

To get search engines’ heart, consider the significant items below

1. Title

Nearly 40 percent of SEO masters state that headline or title is the most principal item compared to other SEO elements. David Ogilvy, the Father of Advertising, also nods on the statement. He argued that the majority of people will look at your headline five times as they read the body copy.

Therefore, when you have a killer headline in your hand, you have had a high probability of people clicking your website.

2. Backlinks

More than 91 percent of all pages on Google never attain any organic traffic. Do you know why this happens? It is because they mostly do not own any backlinks.

The higher the number of backlinks you get, the better you perform on search engines since they determine your domain authority (DA) and page authority (PA). Other content creators of article and copy will only cite content with the best quality, right?

If your website does not have a single backlink, it can be concluded that your website is not worthy enough to be mentioned.

3. Length

In many cases, writing long content is more likable by Google than writing a 500-word article only. It is suggested that you write 1,890 words in each article because the average results on Google consist of that number of words.

Still, you cannot just write the long form of content because Google also thinks carefully about the content quality, whether it contains in-depth content or not.

4. History

Ahrefs reported that just about 60% of the top 10 pages on Google’s results are 3 or more years old. Have you reached that age? If it is not, do not worry. Keep writing good quality of content and optimizing other factors of SEO. 

To design content that can fascinate your audiences, you can follow these tips

4. Know the search intent

Each person has its intention of why they surf the internet. They can search for information or they need something to buy. Understand your audiences so that you can grow your traffic.

5. Use storytelling

It has been mentioned above that people cannot easily melt with a hard-selling method. On the other hand, storytelling can stir up people’s emotions. You can watch an advertisement for Duracell, a manufacturing company from America. It turns a battery commercial into a touching story about an army dad.

6. Add images and videos

Jeff Bulas, the worldwide marketing influencers, informs that 65 percent of visual content can be recalled until 3 days later, compared to the written form that is only 10 percent. In addition, Mark Zuckerberg, you know who this person is, says that video is an essential part of our future as YouTube is the second well-known website after Google.

Therefore, it is strongly recommended to insert images and videos to get people engaged with your content.

Images and videos can also contribute to your SEO. They have alternative text so that you can input your main keywords in it. There is an image tab on Google, right? If people cannot easily find you on the general page, you can reach slay the image tab. 

SEO can be a guide on creating content

When you start thinking about the elements of SEO, you can portray the structure of your content. First, you need to decide the main keyword, right? However, it will be categorized as keyword stuffing if you input it too much in your content. So, you begin searching the LSI keywords, your main keyword’s variations.

One thing you need to notice is you can build your topic cluster using the LSI keywords. For example, your main keyword is “social media for business”, this can be the first article you write as you talk about what social media for a business look like.

The LSI keywords could be “types of social media platforms”, “benefits social media for business”, and “social media for business tips”. These 3 relevant keywords actually can be transformed into 3 new articles to support the first one above. You can build internal links that connect these 4 four articles.

The search volume on keyword generator tools can give you ideas about what content internet users like the most. Above all, the keywords listed are still within your niche so that you do not worry about irrelevant articles appear in your site because you have used the LSI keywords.

SEO wants backlinks and content marketing makes it come true

You have got the notion about building links from other sites will make your authority higher, right? That is one of the benefits of merging SEO and content marketing. Work hard to make trustworthy content so that people have the desire to cite your page.

There are ultimate steps you can do so that your website looks reliable:

1. Write original content

Plagiarism is a sin in the creative industry and Google’s eyes. Copying people’s content you find on the internet will make your website be punished by Google. It will decrease your ranking even though you upload regularly or have an appealing title.

2. Include accurate information

Writing inaccurate information will damage your brand’s reputation. Imagine that you input the wrong historical company background or product description that does not reflect reality. Your customers will be not satisfied and give you a bad review.

To make it more well-grounded, you can add statistics (which must bet the verified one). You will immediately trust content when you see a number in it, right? Do what most people like.

3. Upload continual post

Building a website or blog needs perseverance and strong commitment. By uploading regularly, you show the dedication you put on your blog. Furthermore, not only people who will be fond of your site but also Google will love your site.

Therefore, do not publish some posts then neglect it because people may wonder whether you are still available or not.

When you have written great content to trust, it is easier to get links from another website. Are you still confused about why you need to consider backlinks on your site?

Neil Patel, the expert in digital marketing, announces that one of the Google ranking factors is the authority of domains and it holds 20% of the success metrics. However, you have to be careful whether those links from other websites are well-trusted because the strength of external links determines 18% of the ranking factors.

Using SEO content marketing brings more good than harm, right? You can get more traffic, content creation guide, and backlinks. More importantly, it is loved both by Google and internet users.