Content marketing combined with Search Engine Optimization (SEO) has a substantial influence on digital marketing. These two functions help to create brand awareness, lead generation, website traffic and PPC.
According to Moz, SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Where as content marketing is media that delivers a message to users with the intention of driving profitable action. Examples of content are landing pages, products descriptions, articles, tweets, videos, emails and images.
Lets look at some basic suggestions when implementing SEO and content marketing:
KEYWORD SELECTION AND STRATEGY
The initial step in correctly executing SEO is to research what the most appropriate keywords are in regards to your content. Finding the correct keywords helps in ranking higher on the search engine results. The most recommended place to start is by using Google’s Keyword Planner. This tool will allow a user to see the competition and search volume of words.
In addition to placing keywords in text on a website, it is also beneficial to embed the keywords into HTML pages under the Meta Description. Within a HTML page, keywords can be tagged in the head section. By doing this, search engines will be able to quickly identify what a website is about.
QUALITY CONTENT MARKETING
Any time you introduce content on your website or somewhere else on the Internet, ensure that it is unique and delivered consistently. Unique content contributes to the quality of the content and in turn it will be indexed quicker and rank higher on search engines. Consistently generating content will also help to indicate that a website is active and working to provide a user with a better experience. For example, blog posts should be composed and published at least once a month.
Among the benefits of quality web content is that it will create more traffic for a website. Unique content can target users and indicates to search engines, such as Google, that the website is relevant. As a result of more traffic Google will rank the site higher.
USER EXPERIENCE (UX)
Aside from content and keywords, the user experience (UX) is another focus of SEO. This is considered technical optimization and focuses on what search engines look for in an effective website. For instance, a site with broken links does not offer an optimized UX. Areas of technical optimization are:
URL’s and Slugs
A sites URL makes it possible for users to gain access to a website but can also announce to search engines what the website is about and categorize it. Therefore, structuring them effectively is important. There are tools offered online to aid in achieving this.
A well-structured sitemap helps users to navigate a website’s content. In addition, robots used for indexing sites will crawl sitemaps in order to identify and understand the site’s content.
Title Tags and Header Tags
Utilizing title tags and header tags can also have a huge effect on SEO. They help to index and further authenticate search results in search engines and promote an organized UX.
Traffic refers to the amount of users landing on a site. Links, inbound linking, and link-building all contribute to the volume of traffic a site experiences. The more traffic a website has, the more it is recognized as an authority by search engines. Linking a website to high authority sites, like domains ending in.edu or.org, will considerably help to boost a sites traffic. While there are products available to help boost a sites authority with link building, it is preferable to utilize unique, authentic content in order to receive a boost in authority.
Coupling content marketing and SEO initiatives together is the most effective way to rank a website. When done correctly, a site can be indexed quicker and produce more traffic, becoming an authority. If you have questions about your online presence and how it can be strengthened, give us a call today.