search engine optimisation

Why SEO should complement your content marketing

Not a month will go by, without someone somewhere on the internet prophisizing the demise of Search Engine Optimisation (SEO) or even declaring it dead already.

Nothing could be further from the truth, SEO is more important than ever, and in all likelihood it’s need is only going to increase. We have previously provided reasons why content marketing does not replace SEO and why content marketing teams should use SEO to help identify subject areas for cotent creation.

SEO & Content marketing must work together

Effective content marketing is more than just about creating blog posts, videos, documents and other forms of online content targeting high-volume keywords in order to attract more traffic.

In much the same way that effective SEO isn’t just about keywords and phrases or technical fixes to web page markup.

Keyword analysis should be used as a guide to help better understand your customers as it enables you to uncover customers needs, preferences, problems and concerns all hidden in the most popular search queries and keywords they use to search for your site.

For example, a plumbing and heating engineers may want to get ranked for searches on “best underfloor heating installations” or “best boiler for underfloor heating”. Rather than rushing out to create content or by Google adwords for these phrases or search terms, it is advisable to study the intent that underlies the search terms

  • What are prospects really looking for?
  • What problems do they want to solve ?
  • What are they revealing about their situation or needs ?

Uncovering the unstated intent behind a search phrase, you’ll be able to create content that answers their questions, engages their attention and kindles their interest. This will increase the likelihood of a sale.

Content initiates and develops relationships

Your content shouldn’t just be focused towards covering a broad subject or trying to achieve a certain keyword density. Instead you should communicate with your visitors in a manner that resonates with them on a personal level. Uncovering their initial intent, this should be relatively easy.

Don’t use your industry specific jargon or create content that may go over their heads. Try get onto their level, then attempt to guide them along a path of value providing information, advice and assistance.

Your content marketing artefacts should provide assurance and build confidence. Use them to show empathy by acknowledging their problems – even before they explicitly state them.

You should aim to produce the best content you are capable of publishing. Ensuring each page on your website is a place where your prospects will find the best information about a topic or subject, product, service, problem or solution.

The ultimate goal of content marketing is to be memorable and remarkable, making it hard for your audience to ignore you!

Mixing Content marketing with SEO can deliver magical results

Taking time to integrate SEO with deliberate content marketing will enable you to convince your visitor that you’re a mind reader by delivering them exactly what they were searching for.

By studying keywords and search phrases and using web analytics data, you should be able to build a set of typical user profiles and collect for insight into what your audience wants.

You will be able to predict questions and answers, eliminating the possibilities of doubts occurring in your users minds.

Understanding what keywords typed into search engines reveal about user intent and how you can tailor your content strategy and plan to build upon it. Long-tail keywords provide you with even more granular information that allows your content to be specific, relevant and tightly focused on delivering value.

Content marketing mantra

  • Know your customer’s intent, and tailor your content to meet their needs

Delivering on this requires an intimate and supportive effort between your SEO and content marketing teams right from the beginning.

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