How SEO and Content Marketing Can Transform Your Business

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Mention digital marketing and within minutes, buzzwords like search engine optimization (SEO) and content marketing will be mentioned. Both are more than buzzwords. They are integral to successful digital marketing for most existing brands.

Chances are, if you’re running a business that uses digital marketing, you’re already using both. When you use content marketing on your blog and on your social media channels, SEO will drive traffic to your website. But here’s the question: are the two strategies working well together? If not, you may be missing out on a great opportunity to help your brand grow.

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Making sense of the discussion: SEO vs. Content Marketing

Before considering how SEO and content marketing can be combined in your marketing strategy, it is worth clarifying the differences between the two tactics. As the terms digital marketing are becoming more widely used, they are often used synonymously even though they describe different things.

What is Content Marketing?

according to Content Marketing InstituteContent marketing focuses on creating and delivering valuable, relevant and consistent content to attract and retain a clearly defined audience. The overall goal is to encourage customer actions that benefit the brand, whether through subscribing to a service or purchasing a product.

Unlike traditional marketing, content marketing works indirectly with the consumer and aims to stimulate interest in their products or services rather than specific brands. Instead of talking to customers about a specific product or service, content marketing helps the customer solve problems by providing them with information they didn’t have before.

Brands that excel in content marketing and search engine optimization build long-lasting relationships with their audiences. Customers rely on the brand as a source of advice, rather than simply as the business that drives the products and services.

What is Search Engine Optimization (SEO)?

Search engine optimization is an important part of marketing for businesses that rely on website traffic. It organizes and optimizes content from search engines like Google, and helps your website rank higher in search results. Digital Marketing Institute defines SEO as a process that helps brands generate website traffic from “free, organic, editorial, or natural search results in search engines”.

As a brand, you can pay an SEO expert to improve your rankings, but no payment is made to the companies behind the search engines. This is what separates SEO from Search Engine Marketing (SEM), which refers to paid listings. While SEO takes time to deliver results, SEM can increase product visibility in the short term.

Many brands use both approaches as part of their digital marketing strategy. But let’s focus only on SEO. SEO has become a non-negotiable part of any brand’s digital marketing strategy dependent on website traffic for its success. Without it, even the best-designed website can never be found by a relevant audience.

Based on these explanations, it is easy to identify the relationship between content marketing and search engine optimization.

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Content Marketing and SEO Working Together

To reach your brand’s full potential to benefit, content marketing and SEO need to work together. As a new brand, you must create content keeping in mind the search engine requirements. As a brand with an existing library of content, it’s worth reviewing your content to make sure it benefits your search engines.

Starting from scratch: How to develop SEO friendly content

Just a few years ago, creating SEO friendly content meant stuffing keywords into what would have been an otherwise well-written article. As a result, many websites became unreadable and unusable for their users. Search engine operators realized this and started changing their algorithms. Today, search engines strive to deliver the most relevant content to users.

So, how can you tell Google that your content is relevant? The answer is simple: Be clear with your content. Search engines sift through websites, and the easier it is to identify the focus of your content, the higher your content will be ranked on search engine result pages.

Staying focused is the key to developing successful content. It may sound simple, but sometimes it can be surprisingly difficult to implement. For example, if you are offering separate online courses for languages ​​and personal finance, avoid putting both types of courses on the same page. Instead, create a separate language course page and another personal finance page. You may also want to split language courses into different languages.

Same goes for blog posts. It is possible to blog about the benefits of online courses in general. However, creating separate content for online language courses and personal finance courses will almost always lead to more content on the relevant pages.

Creating content from scratch means starting with targeted keywords in mind and matching content to those keywords.

Optimize existing content

Creating brand new content can give you the benefits of SEO, but it is a time-consuming method. Most established businesses and brands already have a content library and must update and optimize that content to benefit search engine rankings.

Once again, it helps to try and think like a search engine. Websites that are constantly updated rank higher as compared to websites with static content. Updating existing content is a great way to meet that need while saving time.

Adaptation of existing content would not be complete without reviewing internal and external links. Internal linking tells search engines about the structure of your website and simultaneously reveals related content. Orphaned content, pages not linked together, struggling to be found by search engines.

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take advantage of synergy

SEO and content marketing must work together to attract as many users as possible to your website and generate sales.

To build rapport, start developing content with SEO in mind. Providing great content that benefits users can easily be SEO-friendly, especially if it has been developed that way from the start. Treating SEO as an afterthought tagged at the end of content development simply doesn’t produce the best results.

Creating content with your audience in mind and a clear understanding of your topic will make it easier to optimize content for rankings. Regardless of the time investment, traffic optimization for your business is worthwhile.