Content marketing coupled with Search Engine Optimization (SEO) has a substantial influence on digital marketing. These two operations 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 objective of driving profitable action. Examples of content are landing pages, products descriptions, articles, tweets, videos, emails and images.
Lets take a look at some fundamental suggestions when implementing SEO and content marketing:
KEYWORD SELECTION AND STRATEGY
The initial step in correctly executing SEO is to look into what the most relevant keywords are in regards to your web content. Identifying the right keywords helps in ranking higher on the search engine results. The best 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.
After you select the appropriate keywords, the next step is to form a strategy. Before, some websites would flood their pages with keywords in an attempt to rank higher. Adopting this strategy today will only penalize a website. For that reason, it is vital for a site to strategize its keyword application in order to help its search engine marketing. The ideal approach is to be reasonable and place the keyword on a page in the title and within the body.
In addition to inserting keywords in text on a website, it is also beneficial to embed the keywords into HTML pages under the Meta Description. Inside a HTML page, keywords can be tagged in the head section. By doing so, search engines will be able to easily identify what a website is about.
QUALITY CONTENT MARKETING
Whenever you introduce content on your site or elsewhere 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 supply a user with a better experience. For example, blog posts should be composed and published at least once a month.
Among the advantages of quality content is that it will create more traffic for a site. Unique content can target users and signals to search engines, like Google, that the site is relevant. As a result of more traffic Google will rank the site higher.
USER EXPERIENCE (UX)
Besides 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. As an example, a site with broken links does not offer an optimized UX. Areas that technical optimization addresses are:
- URL's and Slugs
A websites URL enables users to gain access to a website but can also announce to search engines what the website is about and categorize it. For that reason, structuring them appropriately is important. There are tools available online to aid in achieving this.
A well-structured sitemap helps users to browse a website's content. In addition, robots used for indexing websites will crawl sitemaps in order to identify and understand the site's content.
- Title Tags and Header Tags
Making use of title tags and header tags can also have a significant 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 website. Links, inbound linking, and link-building all contribute to the volume of traffic a site experiences. The more traffic a site has, the more it is recognized as an authority by search engines. Linking a website to high authority sites, such as domains ending in.edu or.org, will significantly help to boost a sites traffic. While there are products available to help boost a sites authority with link building, it is preferable to rely on unique, authentic content in order to receive a boost in authority.
Coupling content marketing and SEO efforts together is the most effective way to rank a website. When done properly, a site can be indexed quicker and generate more traffic, becoming an authority. If you have questions about your online presence and how it can be improved, give us a call today.