When it comes to developing an online marketing strategy, the best course of action is a combination of techniques. Some companies focus solely on content marketing, which involves creating media shared online. This can be written content, videos or podcasts, but it should be something that attracts potential consumers and makes them stay on your website. Another technique is an SEO marketing strategy. This involves tailoring your website to make it easier to find on search engines. While many businesses focus on one or the other, your company can stand apart from the crowd by implementing both.
The Two Overlap in a Significant Way
SEO and content creation are technically two different things, but they need to work together to attract the greater number of eyeballs onto your website. On average, most websites have a bounce rate of 75 percent. That means out of everyone who visits a website, approximately 75 percent of them will immediately leave the page because it is either boring or not actually what they were looking for. With a better implementation of strategies, you can be confident your site will have a lower rate than the average.
SEO requires certain words, phrases and links to get people onto the site. Content provides a home for those factors and gives visitors something to look at. For example, a common component of SEO involves keywords. These are words and phrases people are likely to search for on Google, and if your page has them, then it has a greater likelihood of appearing on the first page of Google results. However, you cannot simply list a bunch of keywords on a page. You could get penalized. Content marketing involves taking those keywords and putting them in an article or blog post people would want to read anyway. The content serves as a home for the SEO, so you provide visitors with the best of both worlds with a stellar inbound marketing strategy.
Other Ways to Integrate SEO With Content
Something you should strive for with a comprehensive SEO marketing strategy is attaining linkbacks. This is when other websites link back to your site because you provided awesome information. Some companies utilize link building agencies where you pay a certain amount of money, and a company will post blogs linking to your site. This strategy has varying levels of success. The best way to utilize linkbacks is to attain them organically. The only way you can do that is with great content.
Additionally, Google and other search engines reward websites that update constantly. Posting one blog with a beneficial keyword and then never posting again is unhelpful. A good SEO strategy requires you to post content regularly. SEO and content creation are practically inseparable with this aspect.
The Right Kind of Traffic
The goal of integrating both of these strategies is to increase the amount of organic traffic your website receives. There are different kinds of traffic you can get, and organic traffic holds the most value when it comes to getting placed higher on Google. This is when people search for something in the search engine, and then click on your link to read your content. The more people who do this, the higher you will rank. However, it is important to understand the other types of traffic to see how they factor into the equation.
- Referral Traffic: This traffic refers to when people visit your site because they clicked on an inbound link on another site. This is another form of traffic in addition to organic traffic because it shows those links are viable. Your site has created something worth linking back to, and that holds a lot of weight with search engine results.
- Paid Traffic: This is when people visit your website because they clicked on a paid advertisement. It is useful because it shows the money you paid for the ad campaign is working. However, it only helps a little bit in improving your overall search engine results.
- Direct Traffic: This is when people visit your site by simply typing the address into the search bar. No search engine is used, so it will not help advance your rankings that much if at all.
Potential Customers’ Needs
Now that you understand more about the relationship between content and SEO, you may be ready to head off to the races. However, many content managers get stuck trying to figure out what to create content about. It helps to think about what would be an asset to your potential customers. They may only type in a keyword to Google, but you should place that keyword in articles that answer common questions or provide important information.
As an example, say you ran an ice cream shop in Seattle, Washington. A keyword you may want to use would be “ice cream in Seattle.” You would then want to find a way to incorporate that specific keyword in articles. Perhaps for one article, you could talk about how your business is hosting an ice cream eating contest. That would be something that catches the attention of people searching for Google for ice cream in Seattle. You could also have interesting articles about the history of ice cream or how it is made. Get creative and create content frequently.