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Search engine optimization and content marketing are two of the most widely used digital marketing methods by modern businesses and marketers. Often, these two are utilized separately since, at first glance, they aren’t exactly similar. SEO is the process of optimizing websites to perform and rank better in organic searchers, while content marketing involves persuading a visitor to move through the sales funnel by providing valuable, helpful, or interesting pieces of content.
Even though it’s not every day that these two tactics are used together, an SEO content marketing strategy can truly help take your business to the next level. A content marketing strategy that’s made with SEO in mind aims to help your website achieve higher rankings for more keywords and reach more people. As search engine algorithms continue to develop and change, a good marketing plan is crucial for websites. This entails having a fresh content of a certain length, coupled with good keyword targeting. Today, content creation is considered equally important as the classic, more technical factors when it comes to developing a solid SEO strategy
Let’s examine closely the ways content marketing can improve your SEO, as well as the ways a content marketing plan can provide a competitive edge in search engine rankings.
Search engines have a different way of ‘seeing’ websites from humans. For us, we see a website with pictures of various products and conclude that it’s an e-commerce website. However, with search engines, they won’t be able to know the website’s purpose with just pictures and few texts, unless it’s written somewhere in the site.
Content marketing is more than just the small paragraphs in your homepage copy and alt text descriptions of your photos. Through articles, guides, blog posts, and other text-based content, you can incorporate keywords that are relevant to what your website is about, as well as what users are searching for. For instance, if your website sells laptops, you want to rank well for keywords related to your products. But instead of cramming related words and phrases into one page or a small section on your site, you can post an original guide like “Factors To Consider When Buying A Laptop.” This content won’t just be interesting and helpful to users, but it will also give you a great chance to use keywords naturally and rank well in searches.
One common misconception about SEO content is that longer content is always better. Truth is, it isn’t necessarily the case at all times. After all, if you have a long article or post but don’t provide major takeaways or substantial information, your visitors are bound to get tired and leave your site, which can hurt your rankings. On the flip side, informative, detailed, and substantial contents are usually on the longer side, which is why many people correlate it with high rankings.
SEO is endlessly evolving. As a result, many new factors, aside from keyword density, are taken into account, say, the number of times a keyword is used for ranking. Thus, by developing substantial content that visitors will find useful and informative, you have a greater chance of taking a top-ranking than a website trying to perfect its keyword usage.
A bounce occurs when someone goes to your site from search but then leaves right away without going to other web pages because they cannot find what they’re looking for. The percentage of people who bounce on your website is called the bounce rate. For Google, the bounce rate is a metric that impacts your site’s overall SEO profile. So if you have a very high bounce rate, Google won’t rank your site high since it’s just sending your visitors back into the organic results. This is where content can help you solve your high bounce rate problem.
You can create some content introducing your business and suggesting to people where they could get started. You can also link to some of your web pages through your content. This way, you can keep your visitors on your page longer, possibly send them to your other pages, and reduce confusion. Consequently, this will help you solve not just one but three issues at once.
Any content that isn’t useful to visitors, bores the readers or just confuses them all the more, should be eliminated. Length is essential, but not to the extent of wasting your visitor’s time.