How SEO And Content Marketing Work Together

Submitted by DigitalMX Online on Thu, 10/18/2018 - 16:37

SEO and Content Marketing are Like Love and Marriage - They Go Together

Combine your content marketing efforts with your SEO efforts and you'll be able to increase your qualified search traffic

Too often, SEO (Search Engine Optimization) and Content Marketing are treated as separate entities, as if they were two unrelated things. Not true! They need each other.


So how do they fit together? SEO and content marketing are like love and marriage - they go together. They just fit. They work hand-in-hand. They function in balance. They overlap.


Before we explore this reciprocal relationship further, here’s a few definitions.


SEO Defined


SEO is the use of techniques and tactics that increase the number of visitors to a website by obtaining a high-ranking placement in the search engine results page (SERP). By optimizing your site and content for Google, your business can improve its online visibility.


Content Marketing Defined


Content marketing is part of a digital marketing strategy that involves moving a website visitor through the sales funnel by offering them helpful, interesting, convincing, relevant and/or entertaining content.


You use content marketing to build relationships with prospects and customers by demonstrating your expertise and providing valuable information that helps them make informed purchasing decisions.


How Content Marketing and SEO Work Together


Your website copy, headings, and alt text on images can only go so far. To increase your chances of being “seen” by search engines and getting found by prospects, you need quality content. By combining content marketing and SEO, your on-line reach will widen.

  • SEO = keywords. Content marketing uses keywords.

A fundamental component of SEO is keywords, and to get the right keywords, you must do keyword research. You need to know what keywords people are typing into their searches online to find answers to the questions they have or solutions to problems they are trying to solve.


Knowing the most popular keywords your target audience is using in search will help you not only optimize your site for search engines but also develop content they will find valuable.


By creating content around the keywords and phrases that your target audience is using to find brands like yours on Google, and then using these keywords throughout your content, you can work to rank for those keywords on the SERP.

  • SEO needs content, and that’s what Content marketing is all about.

When today’s consumer has a question about a product or service, they turn to Google to find the information they want. To reach consumers at the time they need what you’re selling, you’ll have to provide them with the right content at the right time. That’s where SEO and content marketing become the ultimate team.


There is no such thing as SEO without content. SEO needs words, articles, items, opinion pieces, blog posts, information, videos. Content marketing consists of great content, written for humans, not search engines.


You shouldn’t be blogging just for the sake of it. You should be blogging based on what your visitors want to read, as well as what keywords you want to target. Aim to write high-quality, in-depth content as it will help increase your search engine rankings.


Benefits of High-quality Content


1. Provides better user comprehension, e.g. it gives them what they are looking for

2. Lowers the bounce rate, which is something search engines monitor

3. Creates trust in the website, which may lead to more inbound links and return traffic, both of which are relevant to SEO

4. Leads to more social media shares, which introduces your business to more potential customers.


As search engines continue to refine their algorithms for indexing and displaying content in its search results, the need for high quality content to display for user searches has become even more crucial.

  • SEO requires back links. Back links appear in content marketing.

According to Moz, backlinks are an important element that controls the ranking of your website on search engines. When it comes to backlinks, both quantity and quality matter.


Back links, linkback, link-building or inbound linking is another factor of SEO. Connecting your links with high-domain authority sites, like .edu and .org, increases traffic.


The best method to create back links is to create content worthy of linking to. The payback of getting a back link and a boost to your online traffic is definitely worth the extra effort.


Another way to gain quality backlinks is by writing guest posts. If you write guest posts on high-authority, influential websites that are relevant to your industry, it can help you get backlinks.

  • Both SEO and Content Marketing require consistent, fresh output.

SEO content marketing is not something you can do once or twice and stop. Google likes fresh content. Fresh content gets indexed quickly and registers higher in the SERPs than older content. Good SEO, then, means consistent output of content.


The type of content you write depends on your audience. If you are writing to promote your brand to another business (B2B) or trying to engage with an audience composed of consumers (B2C), each requires a different focus – although both qualify as “content.”


Despite sharing a lot of aspects in common, both B2C and B2B content come with their own challenges. B2B brands should create content that informs and educates. In other words, content that demonstrates they are great at what they do.


The goal of B2C content is to identify a need and then demonstrate how your product fills it. B2C customers want to know WIIFM (what’s in it for me?).


Although certain blog posts or website pages have the potential to continue bringing visitors to your site for years, most content will need to be updated to remain effective.


Your past content that’s still useful to readers has SEO benefits, as well. Because of Google’s “freshness” ranking factor, updating content to make sure it’s as relevant and up-to-date as possible has long-term SEO benefits.

  • SEO includes technical optimization. Content marketing needs great UX.

SEO is about more than just blog articles, keywords, and linkbacks. SEO is about technical tactics, such as enhancing metadata, utilizing proper tags, and constructing a strategic sitemap.


This technical optimization is put in place for the benefit of the user experience (UX) — whether the user is searching for, clicking on, or reading your content. These technical SEO components are put in place to make the user’s experience online enjoyable and useful. And promote your content, of course.


This is further proof of the link between SEO and content. Why do you want a good sitemap? So people can more easily find and access your content. Why do you want the right tags in the right places? So your content can get indexed quickly and accurately, appear in appropriate search results, and make more readers aware of your content.




Search engine optimization and content marketing are two different tools, yet you’ve got to use them together if you want to bring more qualified leads to your website to improve sales.


Content marketing is only going to be successful if it has SEO features. Your content is going nowhere unless people search and find it. And in order to get it found, you need SEO.


Sources for further reading:

  1. Forbes: How SEO and Content Marketing Work Together to Fuel Your Online Success
  2. Neil Patel: SEO Is Content Marketing
  3. Quick Sprout: Smart Ways to Combine Content Marketing with SEO for More Qualified Search Traffic
  4. Content Marketing Institute: B2B and B2C Examples
  5. Lyfe Marketing: SEO Content Marketing
  6. Make SEO and Content Work Together to Grow Your Brand
  7. Web Page FX: Use Content Marketing to Improve SEO
  8. Yoast: The Importance of Quality Content for SEO