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Is SEO or content more important in digital marketing?

SEO and content marketing are both essential in an effective marketing strategy but are the most powerful when they work together. Here’s why.

In the world of music, Paul Simon is considered one of the greats: an excellent songwriter, a crowd-pleasing performer. Art Garfunkel isn’t too shabby either – who could forget the haunting ‘Bright Eyes’ that in 1978 had millions of listeners around the world reaching for their tissues?

Put them together, though, and you have Simon and Garfunkel, one of the highest selling musical duos of all time.

Now, keep that in mind as we explore the question: which is more important in a digital marketing strategy, SEO or content?

What is SEO?

Search engine optimisation is the process of creating website content that ranks highly in search.

The importance of SEO becomes clear when you consider that search engines drive about 92 per cent of website traffic globally.

SEO tactics include link building, keywords, meta-tags and URL optimisation.

What is content marketing?

Content marketing is the creation, publication and distribution of online content, and includes blog posts, videos, podcasts, and infographics.

Great content generates interest, engagement, and trust and is an essential part of brand awareness and the buying cycle.

Is SEO or content more important in digital marketing?

SEO and content marketing are both essential in an effective marketing strategy but are the most powerful when they work together.

SEO is what brings targeted traffic to your site; content marketing is how you keep those people on your pages, develop relationships and eventually convert them into customers.

Best results are always achieved when a marketing strategy uses this approach together. An SEO marketing strategy will detail how to get your web pages ranking high in search. A content marketing strategy will include how content will support those SEO aspirations.

Create a powerhouse strategy combining SEO and content

Here are some tips on how businesses can use SEO and content together to deliver results.

Discover the right keywords

Content boosts SEO because search identifies keywords within content as part of its algorithm to rank pages.

Businesses should build a list of keywords that reach their target audience and insert those keywords into their content.

Focus on quality content

Quality content engages its audience and engagement is another key element in search ranking. Content that is well-written, easy-to-read, and relevant gets the best engagement.

Build traffic

Similarly, the greater the traffic, the healthier your SEO. Traffic can be boosted by the creation of content that is consumed and shared via backlinks and via social media.

Create an enjoyable user experience

Search algorithms reward – and they also punish. Broken links, overly long and complicated URLs, and error codes like 404s are all penalised with lower rankings.

Websites with short visit times are also punished. Boring, poorly-written or irrelevant content is a sure-fire way to lose visits quickly.

A good sitemap that delivers a structured flow of information teamed with engaging content, gets visitors to stay longer, boosting your SEO.

Create a holistic SEO and content marketing strategy today

Assemblo is a full-service marketing agency based in Melbourne, and are experts in all aspects of marketing, including SEO and content strategy and creation.

To find out how we can help boost your SEO through content marketing give us a call on (03) 9079 2555 or send us a note via the contact form below.

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