Content marketing and SEO

Content marketing and SEO are two distinct disciplines firms can use in their online marketing strategies to build their online presence and improve their search engine ranking.

While the two disciplines do have characteristics that are similar, there are some key differences between the two. Some aspects of SEO are more technical than those of content marketing, such as the use of correct URLs, title and ALT tags and sitemaps.

Content marketing, on the other hand, is broader and isn’t confined to SEO goals i.e. the focus is on publishing excellent content as a way of attracting and retaining an online audience.

Utilising the two disciplines together is one of the most effective ways firms can achieve their online marketing goals. Here are three ways firms can make their content marketing strategy and SEO strategy work together:

Create original, high-quality content
From an SEO perspective, original and informative content can set firms apart from their competitors, as it gives search engines something to index that won’t be found anywhere else online. It can also contribute to achieving a firm’s content marketing goals, as unique, high-quality content has a greater chance of attracting a firm’s target audience.

Conduct keyword research
Keyword research is essential for firms if their content marketing and SEO strategies will work together. While there must be a high-level of quality in the content a firm produces, firms also need to ensure that the content receives the exposure it deserves. To achieve this, firms need to match their content with the search terms that their target audiences are using. Using too many technical terms in articles is risky, as the language may not match what searchers are using. Engaging in some keyword research can help firms find out which terms are popular and match the language searchers use.

Engage in internal linking
Internal linking can help search engines crawl firm websites more effectively, help specific pages rank well for user search terms, and also point online users to the content that is relevant to what they are looking for.

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