Technically speaking, SEO & content marketing are two very dissimilar beasts & yet they go together hand in hand. One relies on the other for success & vice versa.
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Possibly it is not so much that they are two dissimilar beasts, but that they are two sides of the similar coin. While these two processes look to work very oppositely on the surface, it is essential to understand that they are actually inseparable & both are needed to grow the traffic to your website.
In past days, growing traffic was as easy as changing around link structures, adding keywords here & there, or experimenting with your Meta tags. Once those elements were in place, you can start building more links on your website & sit back & watch your traffic grow.
Nowadays, that process is a bit more complicated. You have probably heard it before, but Google prefers high-quality content over the whole thing else.
“Content is king” is one of those internet marketing phrases that will never go away. If you do not have high-quality content, you would not rank very well & that is a fact.
But, at the same time, in order for people to really find your high-quality content, you should have a great SEO strategy to back it up. The greatest, most poetic & unbelievably persuasive words would not help your bottom line at all if Google does not view your complete website as one that provides value or follows best practices.
Where they are Different:
As above mentioned, SEO & content marketing are two dissimilar processes. You can describe the main difference like this: SEO is narrow & technical, while content marketing is broad & holistic.
While this looks like a stark contrast, it really makes for a union that works effectively & cohesively.
Where They Overlap:
While there ample of differences between SEO & content marketing, there are also a lot of areas where they overlap. Taking benefit of this overlap & using it on your website is the quickest way to get more people to visit your website.
Let’s take a look at where SEO & content marketing come mutually:
- You can optimize keywords with your content: Using keywords in your content permits you to reach better more diverse audiences, as well as niche audiences. The key to this is utilizing keywords naturally within your content.
- You can rank latest pages with content & SEO: SEO is all about ranking high on search engines, which cannot happen without you creating new, high-quality content. As you generate new pages, you create opportunities for new rankings & more reach. This, in turn, leads to additional keywords you can rank for. Keep in mind, though, that quantity should never trump quality. Better content obtains you better rankings.
- Quality content offers you authority: Ranking high on search engines relies on an array of different factors, as well as the quality of the content you write. As you use content to bring keywords & reach audiences, you will rank higher in search engines & increase authority with your website visitors.
Why It Matters:
It is common for website owners to focus strictly on one side of the SEO/content coin & forget the other. SEO & content marketing both bring significant elements to the online marketing table & you require them both to actually grow your business. It is often a truly big & complex picture that needs to have the whole thing working together to bring the best results.
If a company were to just start to focus on something like blogging at the expense of SEO time, they might start to see a drop in the whole rankings. On the other hand, if that similar company were to fixate totally on link building & demand to see 18 new high-quality links every day, they will likely not have enough latest content to support link building on that scale.
In the end, SEO needs so much content because it wants to grow. Google does not want to see a stagnant, unchanging website. It needs to know you are building up strong, useful & relevant content so it can bring the best results for each search.
While it is possible to use SEO on the same pages over & over, you will find that it’s lots more efficient when it’s pulling all this latest content under its wings, tying it all together & pushing it all up to the search engine rankings.
Creating a Balance:
The key is to utilize SEO & content marketing together. Yes, SEO needs a lot of content, but that does not mean you should pin all your hopes on that single aspect of online marketing. We want to come at this from all angles.
Possibly blogs are not what you require right now. Possibly you should think some long-form, evergreen content instead. Possibly we should get your user interface updated prior to we start delving into link building.
There are lots of moving parts, here, which is why creating a balance between the two is extremely important & it might be easier than you think.
First, identify the purpose of your website. If you would like simply attract users, focus more on SEO tactics that drive visitors to your website. If you want higher conversion rates once visitors get to your website, content marketing is more significant.
For the most part, however, you must aim to both drive visitors to your website & convert them once they get there. As you create this balance, you are sure to see your visitors & conversion rates increase.