Content marketing has seen significant growth as brands produce creative content strategies that drive traffic, leads, and conversions, while also growing their brand in different countries, through other channels, and on different platforms.
One of the key pillars of building a content marketing strategy for the future is search engine optimization (SEO). SEO is crucial to a content marketing strategy as it helps people find your content on search engines, increasing its visibility.
Here we look at why SEO is important, how to combine it with your content strategy, and our top five tips for creating a solid SEO strategy in 2023.
What is SEO, and why is it important?
SEO is optimizing a website to improve its ranking on Google and increase the quantity and quality of traffic from search engines. This process is multifaceted: it involves multiple elements such as technical audits, link building, keyword research, content optimization, and more.
SEO aims to improve your site’s visibility; therefore, it is essential for brands looking to increase the amount of traffic to their website or those that want to position themselves as authoritative and trusted sources in their field or industry.
Why you should combine your content and SEO strategies
While SEO is an important distribution channel, it also plays a crucial role in improving content visibility on other channels. Here’s how some key elements of SEO can feed into your overall content strategy:
Before creating content, you need to recognize how a user will find your content. Keyword research is critical to understanding what terms your target audience is searching for and how often they are searching for them.
Combining your SEO and content strategies can provide you with a list of keywords your target audience uses to find similar content. You can then include the keywords from your research as hashtags on social media, in the descriptions of your video content, or the copy of your long-form blog posts.
Along with understanding which keywords are being used, incorporating SEO into your content strategy enables you to determine the intent behind the keywords.
By understanding the user’s search intent, you can position your content to be the most relevant.
For example, for informative content such as blog posts, finding the most relevant keywords with the correct search intent can give you the edge over less optimized content, as Google aims to present the user with the most relevant result for the query.
Content format & structure
Creating content in an optimized format and structure is another reason you should incorporate SEO into your content strategy.
Not only does SEO give you an idea of which content format is likely to yield the best results, e.g., guide, review, video, etc., but it also gives you a structural guideline to help you provide the best content experience and the best possibility of your content being seen.