How to Integrate Your SEO and Content Marketing Strategies (To Achieve More)
Content marketing and SEO aren’t singular... not at least in 2019. They are complementary, that work hand-in-hand to help you achieve 360 digital goals.
Interestingly though, so many business owners still see them individually.
While they hire a top SEO company in Kolkata, they leave the content marketing end wide open. Of course, usually, this turns up to be quite fatal, stopping them shy from maximum ROI by a large margin.
Remember, per a study, conversion rates are nearly 6x higher for content marketing adopters than the non-adopters.
To win bigger online, irrespective of what you're looking for...
- Better search ranking
- More organic traffic
- Increased leads generation
- Higher sales
- Improved brand awareness
… it's essential to integrate your SEO and content marketing strategies.
But then, of course, when the scope of both the departments vary on the micro-level, integrating them together can be quite a bit challenging.
To help you with it, here are 3 tips your marketing team should follow:
1. Choose topics first, keywords later
Writing on meaningful and relevant topics has always been the key to a good content marketing strategy.
The point is tipping in the same direction even in the SEO world now.
While earlier the focus would always be on creating content around high-value keywords, today it's all about topics. In fact, in 2019, semantic SEO (topic-based content) is one of the biggest parts of the conversations.
So, the first step in integrating both the departments together is fixing the process of how content is created.
First, choose a topic based on market demand and your own goals. And then do intensive keyword research around that topic.
2. Publish long-form contents
Yes, many SEOs still publish thin, keyword-rich content for the sake of getting the URL indexed. However, the practice no more works effectively.
Such content provides no substantial value to the readers. So, the search engines de-prioritize them.
On the contrary, long-form content has become today's rockstar. The search engines love them...
In fact, per a study, the average word count of a Google first page result is 1,890 words
So, you should continue optimizing your content the exact same way. The only difference now is that the content itself should be long enough, created to provide value to the readers and not search bots.
In short, increase the length of your articles.
3. Re-optimize and re-publish old content
To show website's "freshness" to the search bots, producing a fresh set of content has always been a priority on the SEO checklist. That's not the case anymore though.
No more do you have to publish content every day for the sake of looking fresh and getting indexed.
This leaves enough room to leverage the old content.
So, find out old articles that are evergreen in nature. Revamp them with better and updated keywords, as well as with other optimization measures. And then re-publish them.
Promote them across different channels to maximize their output. Repurposing old content is one of the important content marketing steps whose effectiveness can easily be increased if you also follow the basic search optimization steps.
Conclusion: There's a Lot You Can Do
These are just basic tips. In reality, integrating content marketing and SEO demands much more.
It starts by creating a workflow that streamlines SEO and content marketing steps to achieve various goals on different stages of the customer journey map.
It requires your both teams to collaborate.
To further maximize the result, it requires proper coordination with the agencies you've hired for social media marketing and best PPC services in India.
But in the end, the bottom line is basic: Days to look at different branches of digital marketing individually are gone. Today, they are all linked to each other. So, you cannot just pick SEO and leave content marketing or social media marketing behind.
You need to take up a holistic approach, integrating various of your digital marketing efforts together so to achieve much more.