Why Seo And Content Marketing Belong Together
Management Summary
SEO
SEO (or Search Engine Optimization) refers to all measures that help a website rank better in organic search queries. While the focus used to be on including the most important keywords, the Google algorithm has now become much more diverse and complicated.
The latest Google updates in particular have brought with them a lot of changes in the area of SEO. The quality of the content is becoming more and more important for the ranking – websites without high-quality content are punished mercilessly.
Content marketing
Content marketing attempts to address the target group in the best possible way using useful and interesting content. The aim is to offer potential customers or users added value through information and then convince them of your own range of services, image or brand itself.
Content marketing also createsneedsand tries to solve them at the same time. TheGraz Mutualpublishes accident statistics on your website, for example. The users then feel the need to adequately protect themselves against accidents – GRAWE can provide a remedy.
Content marketing can also be used asfigureheadserve. Exciting blog posts, informative e-books or white papers and even regular books show that the company really knows about its products or services.
So much for theory – in practice, the following tools and strategies are often used in content marketing:
- Collaborations with bloggers and other influencers
- Collaboration with well-known YouTubers
- E-books/white papers and regular books
- Corporate blog
- Innovative social media presence
- Exciting websites
- Pull marketing campaigns
Google Panda Update
Since the release of the Google Panda update, it has become increasingly difficult to reach the top of the search engine rankings with simple content and search engine optimization. Back in 2011, Google declared war on shallow and poorly written content with this algorithm update. Google rewards websites with high-quality content – a professional content strategy is therefore essential.
And how does SEO and content marketing work together now?
In order for content and websites to gain more visibility, the interaction of SEO and content marketing is essential. For high rankings in the SERPs, a detailed keyword strategy and clean technical implementation are first necessary. The content can then be optimized accordingly. The common goals of the two disciplines can be better rankings on Google, more traffic and increased visibility. While SEO provides us with the necessary groundwork, content marketing reminds us that we are still writing and producing content for users. SEO requires backlinks, content leads to backlinks: People like to link to high-quality content.
Best practice examples
TheSchwarzkopf’s websiteis structured like a fashion or beauty magazine: editorially prepared content, tips and tricks as well as the latest hair trends. The products are initially not visible on the homepage. The reason for this: The search queries were not satisfactory. Users were looking for problems or solutions rather than specific products. The impact of the Schwarzkopf website redesign is increased visibility and better search engine rankings. This shows how SEO and content marketing can work together successfully.
Conclusion – dream team SEO and content marketing
Over the years and with Google updates like Panda, the quality of content on websites has become more and more important. To improve your website’s traffic and ranking, it’s important to use SEO and content marketing together. Content marketing ensures unique and entertaining content that offers users relevant added value. SEO is the prerequisite for this with keyword research, technical implementation, link building, etc.
Without content there can be no SEO – without SEO the content is not visible.
