Search Engine Optimization and Content Marketing may appear to be two very different techniques, but the truth is that they pretty much go hand in hand. Both of them are necessary for your online business’s success. They are indeed two sides of the same coin. The inevitable truth is that Content Marketing and Search Engine Optimization are inseparable and it is utterly important to understand that if any one of these two is missing, it gets difficult to get the desired traffic on your website.
In the past, getting your pages to the higher ranks was possible with some tried and test strategies such as adding relevant keywords, changing the link structures, experimenting with the meta title and meta description, etc. Once you were done with the above elements, the process of link building followed and you had to just sit back and relax as your site attracted the traffic it craved for. But this is not the case anymore. The search engines are getting smarter with every passing day. And the importance of quality content is becoming one of the major parameters in getting your site to the top of the search results.
Google surely gives preference to the websites that boast the presence of high quality content on their web pages. And just like they used to say “Content is King”, the belief stays true till date. If you don’t have the content that beats your rivals in terms of quality, then the harsh truth is that you are doomed. But in order to get that high quality content to the masses, you have to figure an impeccable SEO strategy as well. Even the greatest quality content will not push you up the rankings in a Google search result if your SEO techniques are not up to the mark.
SEO AND Content Marketing are actually different in terms of the approach that they follow. SEO is more about being technically sound about the practices you are opting for. On the other hand, Content Marketing follows a Broad and Holistic approach. And the saying “Opposites attract” suits the best to their case. And while there are plenty of differences in between SEO and Content Marketing, there are numerous points where both of these come together to take any online business to the heights of success. The areas where both these resourceful strategies overlap should be used effectively in order to guide the traffic to your website.
Let us have a look at the advantages that a business can put to use via overlapping of SEO and Content Marketing.
- Helps in ranking new pages: The primary purpose that SEO serves is that it helps you to rank higher in the search engine rankings. And in order to make that happen, you need quality content. Addition of new content that is high in terms of quality helps to keep the website’s presence active on the search engines. Creation of new pages brings new opportunities that can help you reach the top of the search rankings charts. Another purpose that new content can serve is that you can always target the new keywords that are trending on the web with respect to your business. This provides better chances of visibility to your website. Quality beats Quantity on any given day and better content will consequently give you better rankings.
- Keyword Optimization: The keywords that you use in your content help you to reach the audiences you wish to target. Using new keywords gives you additional opportunities of targeting the new audiences and it is always a help to get your content to as many people as possible. The key to success in this campaign is to be natural when it comes to addition of keywords to the content.
- High Quality Content gives you Authority: High Quality Content helps you to rank higher on search engine rankings and as a result of that, your website enjoys higher website authority than your rivals. High traffic and better search engine rankings play a vital role in the increment of your website’s authority.
It is truly difficult for the webmasters to focus on any one side of the coin and neglect the other. Content Marketing and Search Engine Optimization are two parts of the bigger picture and in order to complete it, you should focus equally on both of the aspects. Consider it this way. If you are keeping your focus on blogging on the expense of SEO, then there is a very high possibility that you will see a dip in your search engine rankings. Likewise, if a website is dedicated to the link building process only and neglecting the importance of fresh and high quality content, then too your website’s ranking are going to be at loss.
The basic requirement of SEO is high quality content that helps the website to grow. The advanced Search Engine Algorithms nowadays do not pay attention to a website that is stagnant without any fresh content uploaded to it. You will receive the best returns only if you are constantly working on your website and refreshing it on a consistent basis with quality content.
It is possible to use SEO on the same pages over and over again but if you are hoping for better results, it is good to focus on uploading all new content regularly. It is the better way to push your website up in the search engine rankings. They key to success is the effective use of SEO and Content Marketing together. SEO sure has a demanding nature and a lot of content is required if you wish for your campaign to be successful. But ignoring other aspects in the name of SEO is not going to serve the purpose for you. Every single aspect of Online Marketing carries its own set of importance.
And it is not only about microblogging. Maybe you do not need them as of now. But it is a good thing to consider the long term benefits that they can provide you with. Evergreen Content proves to be successful in the long run and it is a proven fact. And if not anything else, they can always help you in your link building campaign and direct the traffic back to your site. Establishing balance between the two aspects is the key to success. And honestly speaking, this is easier than you expect it to be.
Customise things according to your requirements. Figure out the purpose behind your website. If your sole focus is attracting customers, the allot more time to SEO operations that will help you serve the purpose. If you wish for higher conversion rates after the visitors get to your site, then Content Marketing is your best friends. And for the most of it, it is better to aim on both the aspects and create the perfect balance that will help to drive you forward.