Why Content Marketing is Critical in Today’s SEO Environment

by | Jul 13, 2017 | Content Marketing, Digital Marketing, SEO

Although they have different names, Search Engine Optimization (SEO) is all about content marketing. And content marketing is all about SEO.

SEO is the process by which a website is optimized to rank higher in relevant searches. And content marketing involves creating useful or interesting online material to move a prospective client through the sales funnel—from awareness, to interest, to engagement, and beyond. So, a content marketing strategy that helps your website rank better and reaches more people is a no-brainer.

In fact, Marketers see SEO as becoming more effective, with 82% reporting effectiveness is on the rise and 42% of this group stating effectiveness is increasing significantly.

In this blog, we’ll provide tips on how to gear your content towards SEO, but first, we’ll go over how content marketing and SEO converge.

How Content and SEO Work Together

It’s a case of left brain meets right brain. SEO is the enabler and distributor. Content marketing is the artistic creator. For optimal performance, SEO and content strategies need to be aligned.

Since Google is built to help its visitors find what they are looking for, SEO starts with providing content that is relevant to your prospects. Similarly, content marketing capitalizes on helpful information on relevant topics to make connections with prospects. When SEO and content marketing join forces, marketers and SEO specialists can build holistic content and SEO programs that result in measurable business outcomes.



(source: Outbrain.com)


So how can you ensure your content and SEO efforts are working together? Here are the top three ways to combine your content marketing with your SEO efforts:

How to Unify Your Content and SEO

Focused on Keywords

Through Google’s Keyword Planner, you can research relevant words and prioritize different keywords that matter most to your audience. To apply your keywords, place them strategically throughout your content. Prioritizing keywords keeps your content focused on a topic and narrow enough to optimize its ranking. When applying your keywords remember: write for people, not computers. Google values genuine content that isn’t keyword-packed.

Consistent output

Google ranks new content at a higher index than existing material. When fresh content appears, it automatically is given a leg up on the search engine results page. That’s why any SEO strategy must include a content strategy that delivers new or refreshed content on a consistent cadence. The same can be applied to content marketing as an effective content strategy outlines the “why, when and how” to deliver the right content to the right people at the right time.

Applicable linkbacks

By inserting other website links into your content indicates it’s a trustworthy site. When a page gets more links over time, it increases web traffic and visibility. Google and other search engines pay attention to higher visibility sites and boost search results rankings. This is a win for marketers as many links can include previous content pieces, keeping visitors on the site and revitalizing old content.

Partner Effectively

It takes discipline and experience in content creation and website development to plan and execute a marketing calendar that will help you achieve your SEO goals. If your organization could benefit from more website traffic and inbound leads, NuGrowth is your solution.

Interested in working with a partner that can help you grow your business? Contact NuGrowth today at 800-966-3051 and see how we can help you.