Posted by Monish Vora
September 17, 2015
The various nuances involved in content marketing make it a very broad channel, and all the mediums in the online marketing nutshell have to work collectively to achieve the targeted results. When a union of various parts is observed, the intersection is right at the point that shows you the vital outcome.
Brands that understand the significance of online marketing will strive to incorporate all the vital elements of online marketing including SEO, social media marketing, online reputation management and more. However, the most notable overlap of marketing efforts that could drive ROI to an all-time high is that of SEO and content. If you consider search as the primary component to target for achieving online marketing success, you need to work with SEO and content in unison. Search is all about how relevant you could be to the users’ needs, and to be relevant you need to provide compelling information that the reader would like to consume till the last word. This particular characteristic is liked by the search engine that notices your expertise through your articles, the main reason why the Hummingbird algorithm came into existence.
Since the term content marketing started buzzing in the online marketing fraternity, there have been a lot of talks about SEO being dead. It is an accepted fact that online marketers and agencies have rebranded or are emphasizing content expertise. However, it doesn’t mean that SEO has completely been deserted. Both the components have to work together. The use of SEO will always require content and vice versa.
The Distinguishing Points between SEO & Content
Though they work together, there is some points of difference between SEO and content
SEO tends to be more technical: This includes the use of correct URLs, title and ALT tags, sitemaps and more. This is the term that reinforces the content marketing strategy.
Content is broader and is not necessarily limited to SEO: Even if you don’t SEO some content that is highly valuable for the audience, it could even gain traction with viral marketing that is initiated by your prospects.
How Could SEO & Content Work Together
If you are looking to target prospects to your website to satiate their need for information or to generate conversions and revenue, you need to understand their search behaviour. Keyword research is the primary activity that will let you know what your ideal personas are looking for and how you could optimize your content with those words to gain more visibility on search (fulfils SEO) and provide value (content marketing goal)
Optimize Content In The Forms Of Image & Content
The search engines are only able to comprehend plain simple text. They can’t interpret what’s being said in a video, what an image is saying. So, if you have created the content in the form of video, images, or any other multimedia format, you will need to release them with words that could be comprehended by the search engines. File names should be descriptive, target the keywords and match exactly what the multimedia file is meant for. The ALT tag, also an important part of the SEO process, will let the search engines know the motive and the message of your file.
Creating epic content is one of the greatest strategies to enhance your search rankings and also for showing your website as the authoritative name in the industry. A piece of news will always do well on Google while it is fresh topical, however with the emergence of new articles on the same topic your content will start losing lustre very soon. In a matter of few weeks, it will cease to deliver traffic. In sharp contrast, a more useful article has more valuable advice and has deep insights that will attract more users, tend to get shared more and increase the chances of sustained rankings on Google.
Yes, you might be wondering how this particular feature of SEO got the space here when everyone is talking about the end of link building. However, you can’t stop good content from being shared. Create linkable content that would get naturally shared or linked to in other content. Ensure that you are not building links just for the sake of it as the ever-evolving algorithms of Google are always on the watch out for spammy link builders and demote the rankings or even penalize your website and that’s going to be quite painful.
These are great signals to prove that you consider your content and other pages as the source of valuable information and thus are providing the same as a useful resources. Internal linking is also one of the vital components of all the SEO methodologies that pass the authority of a page to the other and also enhance the user experience. It also helps Google in crawling your website with ease and help the internal pages to rank for certain search phrases.
All the SEO analytics that you are going to use will show you the effectiveness of a particular piece of content. If you want to know how many visitors came on a particular page that has the content, their demographics, engagement rate, bounce rate, you will need to use SEO tools that gives you perfect insights into these KPIs (key performance indicators). These metrics will also let you know what is effective and what is not, helping you to decide on how the future content marketing strategy should look like.
Online marketing is at its best when there are teams that collaboratively work towards the same goal. If your mindset is “Content vs. SEO”, you should at once remove it from your vocabulary. In order to get traffic to your website, you need a strong reason. And if you want that strong reason to reach your prospects you could do that by merging content and SEO into your efforts.
*image courtesy: pinterest.com