SEO and content marketing are game-changers in the digital marketing world. You might have heard the term “Content Is King.” and it’s true! Content has become a prominent feature in search engine results pages (SERPs). 

Before we delve deeper into understanding the relationship of these titans of modern marketing techniques, let’s have a look at what these terms are. 

What is SEO?

SEO stands for ‘search engine optimisation.’ It’s the practice of increasing your search ranking and website traffic through non-paid methods. 

Marketers will often use a combination of  SEO methods to optimise for search engines. Things like keyword research, link building, on-page and off-page optimisation, and content.

What Is Content Marketing?

Content Marketing, on the other hand, is focused on using useful and relevant content to drive a user’s interest in a product or service without directly promoting a brand. 

Content comes in different forms, from blog posts (just like this!) to videos, social media posts, infographics, and ebooks. The purpose of content isn’t about making a direct sale, but rather, to offer useful and valuable information that’s easily digestible for your readers. 

How Do Content And SEO Work? 

SEO without content marketing is like a body with no soul. SEO is actually built from a foundation of content because every website needs words, articles, substance and keywords. In order for them to be successful, they both must go hand in hand.

Content and SEO have a symbiotic relationship. Below are a few key reasons why both work better together than they do alone.

1. Crawling

For search engines to better understand a product or service, they need to be able to view and read the content on your website. They do this by crawling your site and indexing your content. The more specific the content is on your site, the higher chance of Google indexing your content correctly, so you appear on search results. 

2. Keywords

Keywords are an essential part of SEO. Finding relevant keywords and using them in your content increases the chance of your site ranking higher on the search results page. It’s important to use keywords in the appropriate manner, with a strategic approach. Never overstuff your page with keywords as you’ll face penalties from Google. 

3. Link Building

A big aspect of SEO is building links back to your website. This enhances your site's authority and increases your rankings. 

A successful marketing campaign will attract highly sought after inbound links from both readers and resources across the web. The better your content, the more it attracts readers. If it’s useful, more sites will want to share, reference and link back to you, creating even more free traffic. 

4. Quality 

Before you go off and start pushing out content, keep in mind it’s the quality over quantity of your content that matters. Google’s algorithm knows when you duplicate content, whether it’s been copied and pasted from somewhere or old and outdated. 

If you overstuff keywords and copy pages with the same content, you might find Google has penalised you by pushing you down the results page. 

5. Fresh Is Best

Remember, unique, fresh and useful content is what gets you indexed higher. If you want to continuously rank high for a certain keyword, you need to ensure you keep your best content updated. 

Though keywords may stay the same, trends and tactics are always changing. If you can’t regularly update your best content, consider retiring it and creating something different in its place. 

6. User Experience 

While there are numerous tactics out there to help boost your search ranking, user experience is the most important. 

The key to crafting content that helps generate a stream of traffic is to focus it on a great user experience. 

Research your keywords thoroughly, have a look at what your target market is genuinely inquiring about. Then create useful content that uses those specific keywords to naturally answer those questions. 

Get Ranking With Us

If you’re a small business, standing out from competitors on Google can be a challenge. Especially if you’re new to SEO and content marketing. At RankingCo we create and optimise highly targeted SEO strategies for our clients. Want to know how our SEO services can help grow your business? Get in touch with us on 1300 247 045 today or contact us for a complimentary audit of your website.