Internet marketing has paved the way for a softer marketing approach that focuses more on raising awareness than trying to generate a sale right away. Content marketing and SEO are great examples of this.
Content marketing focuses on engaging people and building brand authority, while one of SEO’s primary goals is to increase visibility by reaching a top ranking in search engine results.
What often gets lost when focusing on these two disciplines is how much content marketing and SEO can help one another.
You may have a particular set of goals for your content strategy, but you’ll see great benefits if one of those goals is more effective search engine optimization. Keep reading to find out how content marketing is a great way to beef up your SEO efforts.
Larger Word Counts
Search engines favor pages with more words. In a study by serpIQ, the top-ranking pages contained around 2,400 words, while lower-ranking pages had 2,000 or less. When content marketing is part of your strategy, you regularly produce new content with larger word counts, which helps those pages — and, therefore, your site — rank higher in search engines.
While quantity of content is important, so is quality. If you only focus on word count, you run the risk of populating your pages with 2,000 words that don’t say anything and are soon overshadowed by a 500-word blog with valuable information. Aim for longer content, but not at the expense of relevance.
Long-Tail Keyword Optimization
Now that almost every company optimizes their site for search engines, it’s difficult to rank for broad keywords. So instead of focusing on simple words or phrases, create content that meets your potential customers’ exact questions.
Look no further for an example than blog titles. A marketing blog post could be optimized for broad terms such as “digital marketing” or “social media,” but it could end up with lower rankings in relatively irrelevant searches.
On the other hand, when optimized on titles such as “social media for doctors,” which more closely resemble a typical search term, pages rank higher and are more likely to reach their intended audiences.
Social Media Activity
A company whose site contains the basic information may see some social media engagement, but not as much as a site that’s always posting new content. When you implement content marketing, you always have something new to share, which increases the likelihood of shares and mention on social media.
The result? You can boost your search engine rankings over sites that don’t generate as much buzz. This, in turn, can lead to another SEO benefit …
More Inbound Links
Search engine ranking is impacted by the sites that link to you — not just how many sites, but how popular and influential those sites are. Other sites aren’t likely to link to a homepage or “About Us” page, but they are likely to link to a high-quality blog post, ebook or infographic.
As long as you produce optimized content that delivers valuable insights, you’ll motivate other sites to link to your pages. Not only will this increase your website’s rankings, but it will also improve your company’s brand authority.
Frequent Content Updates
The Internet is constantly changing, so it stands to reason that web users prefer new content over old. Without a content strategy, there isn’t much reason to update your site. With one, though, your site is changing all the time, offering new, fresh content on a regular basis. Search engine crawlers notice and give your pages higher rankings than sites that haven’t made any changes in a while.
Look at any list of SEO tips, and you’ll see how similar it is to the list of content marketing best practices. This is why content marketing should be an important part of your SEO strategy and vice versa.