Why Your Business Needs SEO and Content Marketing

SEO & Content Marketing: It’s a Mix You Need

Startups often think that SEO and content marketing belong to two opposite sides of the marketing sphere, and that they have to choose one over the other. Some leave out content marketing and simply focus their efforts on SEO, and vice versa. Others compare SEO and content marketing side-by-side to determine which service will offer them more benefits.

This line of thinking is what gets their digital marketing ineffective from the get-go.

SEO and content marketing go together. I like to think of it as butter and maple syrup when you’re eating pancakes. If you remove one, I don’t think eating pancakes can be as satisfying. The same can happen to your marketing efforts if you take out one – lacking and not effective.

It’s a Balance of Both Disciplines

There’s still a fine line that differs SEO and content marketing, but this line can blur to make a solid digital marketing strategy.

You need to balance SEO and Content Marketing

Let’s define how both discipline works first.

SEO is finding the right keywords, linking to the appropriate pages and sources, and fixing onsite elements to deliver a great user experience that will drive visitors to your website. Content marketing, on the other hand, is about how you’re going to use those keywords, providing the contextual relevance to your links, and giving your visitors content that will make them stay on your site.

Both SEO and content marketing fall under inbound marketing. There are times when SEO can get purely technical, but think of it this way: content marketing provides the requirements for SEO to help your business rank on search results. For a successful startup digital marketing strategy, you need to balance SEO and content marketing.

The Core of Today’s Marketing

Organic search is still the most effective way of getting your brand in front of your customers, with organic being the top traffic source for retailers. And at the core of a great organic search strategy is providing your audience with relevant, valuable and optimized content.

So, what happens if you leverage both SEO and content marketing for your business?

1. You’re addressing the needs of your customers.

Savvy-consumers use the internet for one reason: to find information.

To provide the right information to your customers, you need to have the right keywords and make sure these align with the intent of your users. This is the part that SEO plays. Google knows when you’re writing just for the sake of rankings and when you’re actually writing content that’s useful and unique.

By knowing the queries your audience generates, you can create content around these queries and provide the answers they’re looking for.

Let’s say you’re a catering business in Manila, and you want to rank your website for relevant terms to your business. SEO specialists will recommend queries or keywords have the highest impressions, position, and monthly volume when they dive into your Search Console.

Use Search Console to look at queries for content ideation

But, what does this have to do with content marketing? With the keyword data your SEO specialist gathered, they can help you determine what topics to write about for your content strategy. This also gives you an idea of how to better optimize your content, so it addresses the queries of your audience.

2. You can become an authority in your target niche.

With the content overload in today’s digital world, users are looking for sources that they can trust. High-quality content is what drives good SEO, which, in turn, drives users to your website. Not only does this make your website rank, it also shows that you’re a credible source.

The point here is you have to be the one your audience remembers and goes to when they think about a certain subject.

Content marketing and SEO allow you to leverage two things: expertise and visibility.

Through strategic content creation and distribution, you can position yourself as an expert in your niche. When you combine this with SEO, you can maximize the presence of your content on different channels, so your target audience gravitates towards your brand.

How does content and SEO drive authority to your business?

  • Linking your content to industry sources and relevant pages in your website
  • Networking with industry experts or influencers through influencer marketing
  • Writing guest posts, press releases, and white papers
  • Devising a content promotion strategy
  • Answering questions in communities and forums

The point here is you have to be the one your audience remembers and goes to when they think about a certain subject.

3. Your business gains a long-term strategy that drives revenue.

Here’s what you need to understand about content marketing—it’s not just about publishing and distributing content. There’s a strategy to it, and this is further reinforced by SEO.

When you publish a blog post, you shouldn’t just focus on getting traffic but also on converting leads. Your marketing efforts should involve conversion optimization, which means aligning your content development and SEO strategy to get qualified traffic that can become a sale.

SEO and Content can provide you with a long-term strategy

You need to establish your:

  • Goals: What is the purpose of your content? What do you want your readers to do? Every piece of content you create for your marketing campaigns should fulfill your goals and match your funnel.
  • Marketing initiatives: What are your main marketing initiatives? Your content and SEO strategy should directly relate to your other marketing campaigns, so there will be continuity and consistency.
  • Metrics: How do you know if your current strategy is driving results? SEO specialists and digital marketers have access to different tools, such as Google Analytics, Search Console, Moz, Ahrefs, Siteoscope, and SEMrush, that will help you determine the performance of your current content and SEO efforts—whether or not these are driving ROI to your business. For example, your metrics can be number of visitors, subscriptions, or website ranking.

With a long-term content and SEO strategy, you have a more adaptive approach to engaging your audience and sustaining value that can translate to your business growth.

Do You Need SEO and Content Marketing?

Yes.

I repeat: SEO and content marketing are not exclusive of one another. If your SEO consultant tells you otherwise, it’s high time you hire a new one. You need both to devise a coherent strategy that will fuel your online presence. Contact us, and we’ll show you how the magic of content marketing and SEO services works.

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Elyssa Rosales

Elyssa Rosales

Elyssa is a Communication Arts graduate from the University of the Philippines Los Baños. She spends her free time watching movies, reading, and going out with friends. She also embraces her geeky side by reading comic books, watching cartoons, and playing video games. She dreams of traveling around the world.