Content marketing has grown over years. Today almost one third of marketers publish at least once a week. And the other halves are probably wishing they did!
Studies show that content marketing effectively generates around four times more leads than what is possible with traditional marketing, and also costs 67 percent less.
But content creation is just one half of the story. What’s the use if nobody finds it online? Search engine optimization could help here.
Over 85 percent of online experiences start with a search engine. So SEO and content marketing should work cohesively to generate long lasting results.
One in five companies devotes 50 percent or more of their budget to the content. But unless a significant proportion is allocated to SEO, you’re wasting once-in-a lifetime opportunity.
So what’s the best way to integrate SEO and content marketing?
Let’s have a close look at some expert tactics:
- Focus on quality content
Creating a SEO friendly content doesn’t mean stuffing your articles with keywords and keeping your fingers crossed for top rankings. You must integrate search from the very beginning.
Each word in your content must answer a need, challenge or problem for your target audience. So before you start producing content, you must keep your target audience in mind. Content is king!
Google uses sophisticated algorithms to understand the intent and meaning of search queries, and will always return content that best matches user’s intent, rather than stuffing pages with right keywords.
- Create mobile-friendly content
Today more than 80 percent users access Internet through their smart phones and tablets. So mobile-friendly content should be an important part of your online marketing strategy. Use short snappy titles and introduction and make sure your content is concise, clear and easy to digest.
- Optimize on-page content
Remember, SEO basics of key phrases and keywords are still important. But again, it’s important not to pack your content with keywords. Only include relevant search phrases and keywords into title tag, URL, image tags, headlines and captions, and within your content. Do not over optimize, or you may be penalized by search engines.
- Pursue high-quality links
Link building is the best way to promote your marketing content. But now you can’t do that by simply submitting your blog to top directories. Now marketers are looking to build rock solid relationships with relevant blogs and sites. This is mainly because of two reasons.
First, if relevant site links to your content, Google will instantly recognize it and term your site as one that has authority and can be trusted. So it will suitably rank your content higher as a result.
Secondly, if link is on a site that’s popular with your target audience, the chances are that more people will see it, further share it, or do something about it.
- It’s win-win.
You can build links in number of ways:
* Syndicate your content on relevant and high quality sites.
* Offer guest posts to relevant, high quality sites.
* Create keyword rich exceptional content
* Implement a blogger outreach strategy.
- Never underestimate the significance your content marketing strategy
With relevant content, you should try to create value for your target audience. So the more time you spend upfront understanding your audience needs and plan for the right content, the more traffic you can expect.
If you create compelling, engaging and useful content, you will naturally earn abundant social sharing and inbound links, and can easily boost your organic search rankings.
Robust content marketing and SEO when done in a proper way can help your website rank high on Google resulting in more online exposure and sales.