HOW TO INTEGRATE CONTENT MARKETING & SEO

When we spend all our time and efforts creating a fantastic in-depth piece of content that is visually appealing and loved by our customers, prospects, and clients – why not receive some of Google’s love too and grow your qualified organic traffic?

In many ways, the things that the Google algorithm favors are similar to what your target audience loves.

They all want relevance, structure, and authority:

The best answer to a search query.

In today’s search results an excellent piece of content has the best chances of ranking well.

Read on to learn how you can integrate content marketing and SEO to receive the most organic traffic and conversion from your content marketing.

Stating the Obvious

If you follow Kevin Rowe’s ideas in 20 Places You Should Be Sharing Your Content, you are already distributing your content piece to receive more online exposure and links.

Links are still one of the main ranking factors for Google.

Equally important is covering a topic thoroughly to increase relevance.

Not every piece of content needs to be optimized for search.

There are other reasons to write content (for example for social shares or to increase trust and conversion) but if you want to make the most of your content marketing and improve ROI – SEO should be on your radar.

Factoring in SEO

To create a holistic strategy when it comes to content marketing and SEO, I invite you to consider three factors:

  • What you want to communicate: Your vision, value proposition, topics, and issues – the things that you stand for as a business and that you are passionate about.
  • What people are searching for: Using keyword research as an opportunity to study your target audience, the market demand, and the interest online.
  • What Google favors: Reviewing Page 1 to understand what Google deems to be the most relevant answer – and replicating something competitive.

Google Likes Structure

Let’s talk about your content ideas from an SEO perspective.

Clarity and structure win the Google game.

Each one of your content ideas, pages, or blog posts should cover one topic, one intellectual entity.

Think of your pages more like a Wikipedia entry (a knowledge base that covers a topic in-depth) than a collection of long-tail keywords.

A page should cover the topic so well that it satisfies the user’s search intent.

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