To get a better understanding of how search engine optimisation and content marketing work together, we should first look at how they work individually. As we mentioned earlier, SEO aims to rank you higher on Google’s first page.
It works by increasing the quality of traffic that visits your website. It also attracts the maximum number of visitors you can get. With aspects of SEO, they are technical compared to content marketing.
SEO includes using the correct URLs and titles. And using optimised titles and ALT tags. These are the elements that support your content marketing strategy.
You can implement an SEO strategy by hiring reputable SEO experts or by using search engine optimisation software.
When it comes to content marketing, its functions are broader. It also includes your SEO goals, but goes beyond. It focuses mainly on producing compelling content that will prompt your target audience to take a specific action.
The essential point about content marketing is it works synergistically with SEO and vice versa. In short, SEO is the one that brings traffic to your website. After that, your content comes into the picture and convinces them to take action.
With regard to the specific way in which the two work together, we should break them down one by one.
Through Keywords
Typically, people associate keywords with SEO. But SEO is not all about stuffing your content with as many keywords as you want. Keyword stuffing can even send a red flag to search engines and do more harm than good to your website.
But with content marketing in the picture, you can maximise the power of your keywords even further. Content marketing ensures you use the appropriate number of keywords. Also, it keeps those keywords from sounding forced or awkward in your sentences.
High-quality content keeps keyword use in check.
Content Full of Substance
Apart from producing evergreen content, SEO and content marketing also work in creating content with substance. When we talk about Google rankings, the pages that rank first have the highest amount of content.
But, too much content with little to no substance will hurt you in the long run. Hence, SEO complements your content by including other factors outside of keyword intensity. One notable example is the number of times that you used your keywords that you aim to rank.
By ensuring optimal keyword usage, your audience will appreciate your content due to its substance and value.
If you have great content, you can attract more links to your blogs and other posts. If other marketers understand you are posting relevant content, they will want to team up with you by building links.
Evergreen posts can generate anywhere from 200 to 1,000 backlinks. And if you continue to build a solid reputation through your content, you can increase those numbers further. With the right SEO strategy, more people will see your content and connect with you.
Responsive Design
SEO and content marketing can also provide you with a responsive design for your website. And this applies to both the desktop and mobile version of your website.
Google puts a premium on mobile-friendly results. For example, a flexible and responsive website uses blog posts with only two URLs instead of many. One URL is for desktops and the other is for mobile devices.
The URLs in turn help your postings generate incoming connections more precisely. You can then centralise your SEO influence, while making things clearer to Google in terms of understanding the value of your posts.
Through Headlines
Last but not least, content marketing and SEO can help you maximise the power of your headlines. Headlines or the titles of your articles must be descriptive. They should compel readers to click and read the content.
The key is to write your headlines for the Web. This means taking into account all the keywords and phrases you will use in your titles. Make the whole headline visible in the search results.
It should also be short enough for users to share or retweet it without having to edit it.
