SEO and Content used to be two independent departments in digital marketing. The former aims to please the search engines, while the latter focuses on producing stories and articles that capture human interest and amplify user engagement. One focuses on optimizing technology, while the other focuses on compelling consumers to connect with a brand in a more personal way.
Years ago, it didn’t matter whether you produce crappy or high quality web content. With some technical maneuvering, SEO experts can rank websites even without much help from the content team.
But the rules have changed. As Google strives towards a more natural search experience for its end users, more weight is given to content quality as basis for ranking in SERPs. The sneaky and spammy search optimization tricks that worked so effectively in recent years no longer hold water.
Today, SEO is becoming more content-centric. In fact, more advanced companies encourage their SEO and Content teams to collaborate in content creation in order to achieve better and more consistent results. These smart organizations understand that SEO needs content and vice versa.
A well-written article that no one reads is essentially a failure.
In a recent article by Jim Yu of Searchenginewatch.com, he states that as search engines shift its focus on content quality and relevancy, it’s crucial for brands to bridge the gap between creating and optimizing content for optimum results. This can be achieved by integrating SEO and Content Management Systems. In his article, he explained that technology and CMS integration enables the content team to make optimizations that drive traffic and conversions.
Fusing SEO knowledge into the content process benefits both SEO and Content teams in a number of ways. SEO provides deeper understanding into how consumers discover, consume, and share information online, while content triggers engagement and fuels conversations that keep people constantly interacting with brands.
Having SEO and Content work side by side each other also helps boost a website’s relevance, visibility, and probability to capture customer engagement. Businesses, big and small, can benefit from the practical planning and publishing tactics brought by the convergence of SEO and Content. SEO specialists can teach writers on how to use CMS.
According to the article, integrating the content and SEO process provides learning, scale, and efficiency across content and SEO teams. Writers can create and optimize content together with SEO specialists thus minimizing time spent on content creation, optimization, and distribution.
To create a win-win situation for both SEO and technical CMS departments, SEO should maximize the advance technology of the CMS for audit, tracking, and reporting capabilities. If you do this, implementing your SEO strategies and Content Marketing with your CMS would no longer be a problem.
Contact us today to find out more on how to integrate SEO, Content Marketing, and CMS.