Content marketing and SEO are hot strategies, but how do they work together?
Content marketing and SEO are complementary strategies that work together for a common benefit. You’ve likely heard this at some point, but do you know how they work together? Or what that common benefit is?
The truth is SEO and content marketing are almost inseparable—in 2016 and beyond, you can’t have an SEO strategy if you don’t have a content marketing strategy, and if you have a content marketing strategy, you have a bit of an SEO strategy by default. So how exactly do these seemingly independent strategies work together?
More content means more indexed pages
The more content you have on your site, the more “real estate” you’ll have on the web. That means more indexed pages, which means more ranking opportunities (and more content for Google to understand what your business is).
Frequent content updates leads to higher domain authority
Google likes to see websites that are frequently updated. Including regular content updates will increase your domain authority and get you to rank higher for all your pages.
Good content gets shared and linked, leading to higher domain authority
If your content is good enough, people are going to share it and link to your site. Those links and social signals will increase your domain authority, further increasing your ranks.
Higher search visibility means more click-throughs—if you have the right content
Getting higher ranks in search engines means you’ll get more visibility and more click-throughs, but only if your content is appealing and compelling. Good content and search ranks work together to earn you more traffic.
Good content can convert traffic
Last but not least, all the traffic you get from search engines won’t mean anything unless it actually converts. Good content, with a good call-to-action, can get that job done.
As you can see, SEO and content marketing are almost indistinguishable—SEO can’t exist without some form of content marketing. Because of this, you could argue that content marketing is the more important of the two.
