It’s impossible for content to succeed without SEO, and vice versa. Here’s how you can unite your SEO and content strategy to achieve greater success.
As any parent of toddlers will tell you, there are few things in life more annoying than talking when you know no one’s listening. As any content marketing professional will tell you, that’s exactly what happens when you create content but ignore SEO.
Often search engine optimisation (SEO) and content marketing are considered as two separate components of a marketing strategy. You create the content, slap some SEO on it and hope that it shows up in search, right?
In fact, there are few aspects of marketing strategy that are as closely linked as SEO and content, which is why SEO is crucial to the success of your content marketing.
SEO puts the customer first
To begin with, SEO does what every marketing strategy should: it puts the customer front and centre.
Remember the golden rule of content marketing: it should always identify a need or problem of the consumer and explain why your product or service is the best way to resolve it.
Content that answers a specific question or addresses a need directly will always rank high in search. Turns out the golden rule of marketing – putting the customer first – is also the golden rule of content and SEO.
Content makes technical SEO work harder
There’s a lot of tech sitting behind SEO strategies and this matters greatly where content is concerned.
A thorough site map, precise slugs (that’s the part of the URL that comes after .com.au), and keyword-rich tags will elevate your website in search.
What content does is build on the power of your technical SEO strategy. Intersecting content and technical SEO will maximise your overall search strategy.
Social media impacts SEO
Think of SEO and social media as two parts of one conversation. SEO says I want to find something, and your socials reply, here it is.
To get the best results, focus on creating high quality, original content and you’ll succeed in both social media and SEO.
A key part of SEO is using keywords in your content so they rank higher in the search engine results pages (SERPs). Just remember that it’s a delicate balance.
We’ve all read content that is keyword heavy, where one word or phrase is used ten times in the opening paragraph. The takeaway is that the article was probably created to rank highly in search, rather than answer any question the reader might have.
Rather than repeating the same words constantly, a better strategy is to research the best performing websites and competitive keywords that are specific to your business or industry and focus on including these strategically in your content, such as in headlines.
SEO supports longevity of content
Incorporating SEO into your content won’t deliver amazing results immediately, but it will deliver results that last.
Content with strong SEO will show up in search years after publication.
We’ve seen clients who continue to get leads and referrals from evergreen articles they published years ago, found via search.
Need help boosting your SEO and content marketing?
Assemblo is a full-service marketing agency based in Melbourne, with expertise in SEO and content marketing. We understand how SEO and content intersects to create a powerful strategy that generates leads and converts them into customers.
To find out how we can help your business with SEO and content, give us a call on (03) 9079 2555 or send us a note via the contact form below.