There is a ton of conflicting information about web marketing. One of the things that keep that confuse people is content marketing vs SEO
The concepts of SEO and Content marketing create a lot of confusion. Some marketers think SEO is dead and content marketing is taking over. You may wonder what works best for my business SEO or content marketing. What are the advantages and disadvantages of each one?
It’s not a matter of which it is better for your business. The question is how you can use both to make your online business a success.
In this article, I will eliminate any confusion that surrounds SEO and content marketing. Also, I will show you how to use them both in your digital marketing strategy.
SEO is a set of rules and techniques that you apply to your blog or website to help search engines find it, read it, and understand it. SEO techniques may vary on different factors such as industry type, localization, difficulty, website age, domain authority….etc.
The purpose of SEO is to make it easy to search engines to include your web pages into their index. To help Google and other search engines find your website, it has to be centered around specific keywords.
If your site is targeting certain keywords and optimizing it through different SEO techniques, you increase your chances of showing in the result pages when someone inters a query in their search box.
Search engines want to deliver the best results for their users. To do this, search engines scan and read all different sites. Not all of them are going to rank on the same page results.
For example, Google’s ranking system uses a complex algorithm and uses more than 200 ranking factors. Backlinks, page speed, freshness, HTTPs are just a few. These ranking factors help search engines deliver relevant results to users who search for a particular topic or keyword.
Let’s write an article on how How To Reduce Chrome Ram Consumption. To reach the right people, you need to optimize your article around the term «Chrome Ram Consumption»
You don’t have to know all the factors to make SEO work for your business. You just need to know the basics at the beginning like :
Once you get comfortable with the basics, you can learn On-Page SEO, Off-Page SEO, User Experience, Anchor Text, organic CTR….Etc
According to the Content Marketing Institute,
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
In other words, it’s the process of planning, creating, publishing, and sharing valuable content through different mediums to reach the right audience to your business – and, eventually attract and retain customers. The goal is to use your content to drive organic traffic and qualified leads to your business.
Many brands used successfully content marketing because they know people want information and answers before making a purchase.
Also, it’s a better alternative to outbound marketing where people are exposed to paid advertising on Google and Youtube.
When you create content and distribute it through different platforms, you attract quality traffic via search engines.
Content marketing strategies include different types of content but not limited to :
Blogging: Use written content to cover topics related to your business.
Video: To review and compare different products
Images: Showcase your products or portfolio
Infographics: Educate your audience and visually provide useful information.
Case Studies: Ulustrate how your business has helped your customers become successful
Content marketing works well when you publish content that solves an issue or relevant problem for your potential customers or even existent customers. Internet users are self-directed in their search process and buying decision.
When you respond to specific questions, you are more likely to convert casual browsers into potential customers.
Content marketing is not similar to PPC ads? PPC campaigns work well, but they cost money and perform in a short period.
Content marketing is a long term game and requires a lot of work like planning and creating content. It’s slow at first, but over time it will pay you back and can beat any form of marketing.
I hope you removed any confusion about SEO and content marketing. They’re separate entities but they work together. SEO is technical and has to do with URL structure, loading speed, and keyword optimization.
Content marketing is how you get exposure and traffic to your business.
With SEO you need to make sure that you use the right keywords in your webpages, proper alt tag for images, internal links….etc.
With content marketing, you publish content that answers questions or solves problems. Also, distribute content on social media platforms when your target audience hangs out.
If you’re still reading this article, then you started understanding the difference between SEO and content marketing.
Some people think content marketing is the new SEO, while others believe content marketing overtakes SEO. I don’t know how do they explain those claims. SEO is not a marketing strategy.
I believe SEO and content marketing needs to work together and it does not matter of selecting one over another.
Proper SEO makes it easy for search engines to read, understand, and index your site. Quality content gets shared easily on social media and attracts links from other websites.
Great content creates a positive experience and tells Google your site worth ranking. So the answer is not which one works best for your business, SEO, or content marketing.
Both are different things but they work hand in hand to serve your business.
You can imagine both SEO and Content marketing as two partners working for the same business.
The content marketing person performs the following;
The SEO partner do the following;
As you can see both elements are important for your business to grow. It can be difficult to make your online business successful without combining SEO and content marketing.
If you’ve been creating content at random hoping and praying that one day you will get traffic from Google, then you need to change the way you do SEO.
You shouldn’t blog for the sake of it? Your content should be written based on data. In other words, the terms and keywords your target audience is using when they search on Google.
Even if your best material won’t rank on Google as long as you aren’t using the right keywords on your content.
Google Keyword Planners and Ubersuggest are great tools to find what keywords your target audience is using to find topics related to your business.
Here is a list of steps to follow to ensure your content is optimized for search engines:
Make a list of topics: Create a list of topic ideas that your target customers are interested in. Topic ideas shouldn’t be vague or brand-centric. For example, your chosen niche skincare. The potential topics are anti-aging, black skincare, eye wrinkle….etc.
Make a list of keywords: Based on the list of topics, break down each one into keywords, and search terms. If you know well your industry, you may come up with a good list of keywords your audience is searching for. Even you’re an expert in your field I highly recommend SEO tools like Semrush, AnswerThePublic, and Google AutoSuggestions.
Select the right keywords: Once you made a list of good keywords, it’s time to filter and prioritize and select the right keywords. Not all keywords are worth targeting. Always select long-tail keywords because they are less competitive and easy to rank for.
Content production: based on the chosen keywords, write your content with your audience in mind. Ensure your content is informational and practical. Also, make sure it delivers the right message that fits user personas and their stage at the sale funnel.
There are many things you can do to attract visitors and build an audience. Things like page speed, on-page SEO, and user experience are important elements to make your site successful.
Another big problem I see a lot on blogs that covers topics like SEO and content marketing. They talk a lot about the quality content that drives engagements.
Yes. I agree that quality matters for SEO, but it’s not enough without consistency.
People and Google like fresh content. There is some confusion around content freshness. Small changes in keywords and content length help SEO.
What I mean by content freshness is creating new content regularly. It’s easy to miss the basics, and when it comes to SEO small things matter.
Coming up with good keywords and producing new content is a big challenge for many businesses. According to a study made by Acrolinx. More than half of the companies they interviewed have 54% of the inconsistent content score.
Quality content helps you to establish yourself as a leader in your industry. However, the regularity of your content influence credibility and the way people look at your business.
As I mentioned earlier producing content regularly can be a struggle for many people, but necessary to keep your customers loyal to your business.
Your online presence is crucial and Google quality and frequency are the most important factors to win the trust of the people and search engines.
According to Hubspot, businesses that produce 16 posts per month get the most traffic and leads.
You don’t have to write an article per day. It’s a silly strategy. One article per week is good for SEO, especially if your website is new. Once you are comfortable with this rate, you can slowly increase it.
There is still a debate about the effectiveness of this strategy for SEO. Guest posting allows you to build backlinks, establish authority in your niche, and reach a new audience. Backlinks work as an upvote and downvote to your website authority.
When you get a backlink from a high domain authority website, you increase the reputation of your website, and Google gives a better ranking.
I have more than 5 guest posts under my name.I started very slowly, but I’m constantly improving. My work has been published on MarketingProfs, NextScoop, and TweakYourBiz.
My article on Marketing Profs ranks on the first page on Google for the term « Email Subject Line Formulas » and drives a lot of social shares and links.
I used guest posting to establish my reputation as a writer in the digital marketing industry. A lot of bloggers are happy to accept guest bloggers as long as the content is good and relevant to their audience.
According to Statista, 70% of the U.S. population has at least one social media profile. Your potential customers are hanging out on social media. However, people don’t use social platforms for shopping. They use it because it’s a fun and easy way to network, and connect with friends and family.
This doesn’t mean you can’t use it for marketing purposes. In fact, according to MarketingSherpa, 95% of online adults ages 18 to 34 are likely to follow a brand on social media.
I didn’t realize the power of social media, but I’m posting on Facebook and Pinterest. I’m not very active on social media, but I’m getting decent traffic whenever I publish a new post.
People are very receptive on social media to marketing messages and you are more likely to build an audience if you know how to promote your content.
You can build a Facebook page to promote your content, deals, or coupons. Also, you can join different communities to engage in discussions related to your niche. People like communities to find answers to solutions to their problems. It’s your job to provide solutions and promote your content in the process.
It’s difficult to make your business a success if you don’t know how to manage SEO and content marketing. You need to make your site SEO friendly and promote your content on different platforms.If you have any questions, put it in the comment box below.