Boost Your SEO and Content Marketing with These 4 Winning Tactics
Your Website is One of Your Most Valuable Assets, but is Your Current Marketing Strategy Working Hard Enough to Support It?
SEO and content marketing. You have no doubt heard of both, but might be a little confused about the distinction between the two, as they often appear together and are sometimes even used interchangeably in discussions about how to boost your website’s online rankings.
What is SEO and Why is it Important?
SEO, or search engine optimization, is a set of techniques used by developers and marketers to improve a website’s visuality in search results. Its purpose is to get your content to the right people, at the right time, in the right place, using a combination of on-page, off-page, and technical SEO strategies.
As a marketing tool, SEO is one of the most important. Without an SEO strategy, other areas that you’ve invested in could be severely underutilized. It doesn’t make sense to pour money into a flashy new website if no one can find it.
SEO can help increase your exposure and organic website traffic, but it can’t do it alone.
What Is Content Marketing and Why Do We Need It?
Content marketing is the face of most digital marketing strategies. From your website copy to your blog posts and online videos, your content marketing is what users see, and your SEO is the juice that gets them there.
Content marketing is essential to building your brand and growing your online presence. It needs to be thoughtful, insightful, helpful, and well-written. Search engine algorithms have become far more sophisticated than they were ten years ago, and no matter how strong your SEO strategy is, it won’t work if you haven’t invested in quality content.
Content marketing and SEO and not distinct digital marketing strategies. SEO requires content, and content marketing is content – the two need to work together, or they won’t work at all.
Now that we have covered SEO and content marketing and why you need both, let’s go over strategies for using these tools to boost your website’s rankings.
Write your Content with SEO in Mind
Write your content with SEO in mind, but don’t write your content for search engines by repeatedly stuffing in keywords; that strategy hasn’t worked for years, and it’s not coming back. Users and search engines have adapted to the overwhelming flood of online content, and both are much more selective of the content they consume.
Instead, content should be written for the reader while incorporating SEO tactics that help boost the visibility of your content with your target audience. Rather than writing very broad articles that appeal to no one, use SEO tools to source niche keywords that appeal to your audience and write an original, focused piece on that specific topic.
Post Content Regularly
Search engines do not like keyword-stacked, poorly written blogs, but they do like websites that post content regularly.
Not only does regularly publishing content help boost your credibility and authority in the eyes of search engines, but the more you post, the more likely you are to capture users searching for an answer to a question or looking for a product or service your business provides.
SEO tools can help provide direction for your content by locating areas on your site or topics that need more exposure while preventing keyword cannibalization by overusing keywords that are already ranking well for you. Balance within your site ensures that resources are spread out evenly, not leaving you overly reliant on one area of your website and increasing your odds of having more than one page reach the top of search rankings.
Work on Link Building
Backlinks are a crucial element in SEO performance, and the ability to earn backlinks depends heavily on the quality of your content. Backlinks occur when other websites reference your content and provide a link back to you; these links improve your domain authority with search engines and increase organic website traffic from other sites.
As good as backlinks are, they must be from reliable, trustworthy websites. Links from poor-quality, spammy websites won’t help your SEO and may wind up hurting your rankings. Using SEO tools to monitor your backlinks allows you to weed out the good backlinks from the bad.
External links are not the only way to boost your rankings. Internal links can help search algorithms understand the content on your site more clearly, which can, in turn, increase your position in search results. When creating your content, include strategic, relevant links to other pages on your website, the deeper, the better. Just make sure the reference is natural; linking for the sake of linking will not add value to your content.
SEO and contenting marketing are like milk and cookies; you can consume them separately, but they work much better as a team. In an environment that is overwhelmingly moving to online platforms, you cannot afford to be underutilizing an asset as important as your business’ website.